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Reverse Imports Keep Gaining Momentum
For years, Japanese automakers shipped their cars around the world from their home base. Now, the tide is turning. Toyota is bringing another American-built model back to Japan, riding the wave of a reverse-import trend that only just became possible thanks to a new certification system.
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After sending the Texas-built Tundra to Japanese showrooms, Toyota is now adding the Highlander SUV to the mix. Starting August 1, this three-row SUV will be available at dealerships across Japan, following a test run in Tokyo earlier this year.
This all comes thanks to a new rule that lets US-built cars, already cleared by American safety standards, skip extra testing in Japan. The Highlander and Tundra are the first to take advantage, both rolling out of Toyota’s Indiana factory.
A Familiar SUV Gets a New Market
Toyota slapped an 8.6 million yen price tag (about $59,000) on the Highlander, aiming it squarely at buyers who want a premium three-row SUV that stands out from the usual homegrown lineup.
Even though it’s made in Indiana, the Highlander shows up in right-hand drive, putting to rest one of the biggest questions when the news first broke. Under the hood, you get a 2.5-liter four-cylinder hybrid paired with an electric motor for a combined 247 horsepower of output, and every version comes with Toyota’s E-Four all-wheel-drive system as standard.
The JDM-spec Highlander still seats seven and comes with a panoramic roof, a JBL sound system, and a color head-up display. Word is, Toyota’s also prepping the US-built Camry for a Japanese launch soon.
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Local report from Response says the nationwide launch has sparked plenty of chatter online. Some folks are happy to see the Highlander go wide, others are fans of its looks and family-friendly vibe, and more than a few are surprised to see an American-built SUV show up in right-hand drive.
The price tag is also getting attention. Some think it’s a bit steep, while others say it makes sense for a big hybrid SUV loaded with features.
But There’s a Caveat
Toyota is also giving buyers a heads-up about something that might seem odd to Japanese customers. Since the Highlander is built for export, the paperwork warns you might notice minor paint differences, polishing marks, or small surface quirks that don’t affect safety or performance.
Nissan’s done the same with its US-built Murano, flagging possible quirks in paint, panel fit, or leftover adhesive. As more American-built Japanese cars make the trip home, automakers seem keen to set expectations while playing up the unique charm of these reverse imports.
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