The move follows months of discussion about introducing American-built vehicles domestically, a strategy widely seen as aligning with U.S. political expectations. The models can be sold in Japan without additional certification hurdles, which has helped accelerate their launch.
Sales targets remain modest, underscoring the niche positioning of these vehicles in a market dominated by compact kei cars. Toyota plans to sell 80 Tundras and 40 Highlanders per month, a fraction of their U.S. volumes.
Limited Volumes Highlight Niche Positioning
Toyota’s expectations for the Japanese market are sharply lower than in the United States. According to Carscoops, the company aims for 960 Tundras and 480 Highlanders annually in Japan.
The contrast is stark. In the U.S. alone, Toyota sold 147,610 Tundras last year, averaging about 415 units per day. Highlander sales reached 56,208 units, or roughly 159 per day.
None of the imported models will be adapted to right-hand drive. The decision reflects cost considerations, as the projected sales volumes do not justify the engineering investment required for such a change.
Tundra Arrives Unchanged With Full-size Proportions
The Tundra enters Japan in a single configuration, the 1794 Edition. It retains its 3.4-liter twin-turbocharged i-Force V6 engine, producing 389 horsepower and 479 lb-ft (649 Nm) of torque in its U.S. specification.
The engine is paired with a 10-speed automatic transmission and a part-time four-wheel-drive system. The truck’s size remains unchanged, making it significantly larger than typical Japanese vehicles.
Pricing starts at 12 million yen, or about $75,200. This is close to the U.S. starting price of $71,305 for the same trim, excluding delivery fees and taxes.
Highlander Returns As Hybrid-only Offering
The Highlander is offered exclusively as a hybrid in Japan, using a 2.5-liter series-parallel four-cylinder powertrain producing 247 horsepower. It comes with all-wheel drive and a single trim level named Limited ZR Hybrid.
Standard features include three rows of seating, a panoramic glass roof, a JBL audio system, and a head-up display. Pricing begins at 8.6 million yen, or approximately $53,800, closely aligned with U.S. pricing for a comparable version.
Toyota previously sold the Highlander in Japan between 2000 and 2007 under the Kluger name. This new introduction marks its return under the global Highlander branding.
More U.S.-Built Models Set To Follow
Toyota plans to expand the lineup with the U.S.-built Camry later this year. Other automakers are preparing similar moves, including Honda, which will introduce the Acura Integra Type S and Honda Passport TrailSport Elite in Japan.
Nissan is also expected to join this trend, with plans to export the Tennessee-built Murano to Japan starting in 2027.
These developments signal a broader, if limited, shift in vehicle flows between the U.S. and Japan, even as demand remains tightly constrained.
