Honda May Send American-Built SUVs Back to Japan

Reverse-Importing Hondas to Japan

Car imports are now at the center of US-Japan tariff talks, with American officials pointing out that it's easier for foreign brands to sell in the US than for American-built cars to enter Japan. In response, Honda is looking at an unusual move: instead of exporting Japanese cars, the company is considering bringing US-built models back to Japan.

For a brand that built its reputation on Japan-only models, this is a significant shift. Honda has already made a habit of bringing in cars from Thailand, China, and India, so imported models are nothing new for Japanese buyers. Adding US-built Hondas would push that strategy further and fit the current trade climate.

Honda’s Passport Back Home

According to a Nikkei Asia report, Honda is eyeing the US-built Ridgeline and Passport for the Japanese market. Electric vehicles from Acura, Honda’s luxury marque in America, could follow. The idea is to show the US that Honda is willing to help close the trade gap, something President Trump has brought up more than once.

Regulations could soon make this process smoother. Japan’s transport ministry is looking at a plan to let US-certified cars be sold in Japan with just paperwork, skipping extra local tests. This comes out of a recent Japan-US tariff deal and could be in place as early as next year.

Honda isn’t new to this. The company has already brought over US-made fuel cell cars, though only in small batches. It also imported the Accord Wagon back in the 1990s.

Honda Wouldn’t Be Alone

Honda isn’t the only automaker looking into this reverse-import scheme. Toyota and Nissan are also looking at bringing US-built models to Japan, including some that have never been sold there before. Toyota’s chairman, Akio Toyoda, has even pointed out that plenty of American-made Toyotas aren’t available in Japan.

Meanwhile, analysts said that the "Made in USA" label could help explain higher prices for these imported Japanese models. Big models like the Toyota Tundra, Nissan Murano, and Nissan Frontier are all on the list, though their size means they’ll likely stay niche choices in Japan.

View the full article