Toyota brings American-made Tundra and Highlander to Japan
global.toyota
Toyota introduces US-made Tundra pickup and Highlander crossover in Japan, leveraging new regulations to simplify imports and expand customer choice.
Toyota has announced the launch of sales in Japan for two American-made models: the full-size Tundra pickup and the Highlander crossover. Tokyo will be the first market, with nationwide expansion planned for summer 2026.
The introduction of these models is made possible by a new regulatory mechanism that allows vehicles produced in the U.S. and meeting American safety standards to be sold without additional testing in Japan. This significantly simplifies import procedures and accelerates the expansion of Toyota's model lineup.
The Toyota Tundra embodies the classic American approach with its TNGA-F frame construction, 3.4-liter twin-turbo V6 engine, and imposing dimensions. Starting at 12 million yen, the pickup positions itself as a niche yet image-boosting offering.
In contrast, the Highlander targets family buyers. It features a hybrid powertrain with the E-Four system and offers a spacious three-row cabin. Pricing begins at 8.6 million yen (approximately $53,900). Looking ahead, Toyota plans to expand its lineup with the U.S.-made Camry.
Overall, Toyota is betting on globalization and expanding customer choice by offering models designed for other regions even in its home market. This move highlights how the global automotive landscape is evolving, with Japan now embracing formats traditionally associated with other markets. If demand proves strong, these models could carve out a new niche for large SUVs and pickups.
