Why big American cars struggle to sell in Japan and Europe despite Trump’s push

Donald Trump wants more American pick-up trucks and SUVs on the streets of Tokyo and London. But even with lower tariffs and fewer safety tests, selling them may be tougher than he thinks.

This is because Japan’s roads are narrow, and parking spaces are small. In much of Europe, fuel prices are high, and drivers prefer compact cars. That makes the massive Ford F-150 or Cadillac Escalade a rare sight in cities filled with Toyota Corollas, Volkswagen Golfs, and Renault Clios.

Last year, Japan sold 3.7 million new cars, a third of them tiny “kei” cars. Only 570 Chevrolets, 450 Cadillacs, and 120 Dodges were sold, according to import data. “American cars are designed for wide roads,” said Yumihito Yasue, president of Johnan Jeep Petit in Tokyo. “Handling them here takes skill.”

While Ford quit Japan nearly a decade ago, GM left Europe in 2017 but returned with the electric Cadillac Lyriq, selling just 1,514 units last year. In the same period, Ford’s European sales fell from 1.26 million in 2005 to 426,000 in 2024. “We don’t buy Ford F-150s. Our roads aren’t built for them,” said Andy Palmer, former Aston Martin CEO.

On the other hand, German automakers have dominated the imported luxury market in Japan. Mercedes-Benz sold over 53,000 cars last year, while BMW sold 35,000. Jeep has done best among U.S. brands, selling almost 10,000 vehicles. Owners like Yukimi Nitta say they stand out and hold value despite high fuel consumption. “People say, ‘Wow, a foreign car!’” she said.

GM is now making more right-hand-drive models. Jeep is marketing limited editions and film tie-ins. But experts warn that size and fuel costs will keep most American giants off foreign streets. “They’re just excessively big,” said Daniel Cadwell, an American car exporter in Tokyo. “In Japan, that’s a hard sell.”

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