by American Cars Abroad: Why Aren’t They So Popular?
Although American cars remain popular in the USA, the situation is different abroad. Former President Donald Trump has repeatedly accused Japan and Europe of restricting access for American cars. However, the problem is not tariffs, but rather consumer preferences, car sizes, and their practicality.
In Tokyo, London, and other cities, compact models like the Volkswagen Golf or Renault Clio are preferred. Large pickups and SUVs that dominate in the US are a rarity there — not because people don’t like them, but because they are less practical in conditions of narrow streets and high fuel prices.
Will the Situation Change?
In Japan, only 570 Chevrolets, 420 Cadillacs, and 120 Dodges were sold last year. Ford hasn’t even been represented on this market for almost a decade. Former Aston Martin President Andy Palmer notes:
“We don’t buy Ford F-150s — our roads aren’t designed for such cars, and they don’t meet customer needs.”
The only American brand that is successful in Japan is Jeep, thanks to its right-hand drive versions. However, even its representatives admit that large cars are built for wide roads and are difficult to drive on narrow Japanese streets.
Reducing tariffs could open up additional opportunities, but without changes in infrastructure or in the automakers’ own product ranges, significant sales growth is hardly to be expected. Perhaps American companies should return to producing compact models if they want to gain a foothold in these markets.
