Former U.S. President Donald Trump is advocating for large American pickup trucks, such as the Ford F-150, to enter markets in Japan and Europe. He believes that reducing tariffs and easing safety regulations will help U.S. automakers sell more vehicles overseas. However, analysts point out that cultural preferences, infrastructure limitations, and vehicle size may pose bigger challenges than trade barriers.
Market Landscape
In Japan, approximately 3.7 million new cars were sold in 2024, with only 6% being foreign brands. American automakers struggle to gain traction, with Chevrolet selling around 570 units, Cadillac 450, and Dodge just 120. Ford exited the Japanese market nearly a decade ago.
In Europe, compact U.S.-made cars such as the Ford Puma have some success, but larger pickups and SUVs remain unpopular. Ford’s European sales fell from 1.26 million units in 2005 to 426,000 in 2024, dropping market share from 8.3% to 3.3%. General Motors left Europe in 2017, returning with the Cadillac Lyriq EV, selling 1,514 units in 2024.
Size and Infrastructure Barriers
One of the biggest obstacles for the Ford F-150 in Japan and Europe is size. The truck measures over 2 meters (6 ft 7 in) wide without mirrors. In Japan, many two-lane roads are less than 4 meters (13 ft 1 in) wide, making kei cars—small, lightweight vehicles—the preferred choice. Narrow streets, limited parking, and higher fuel costs further discourage large vehicle adoption.
Trade Deal Adjustments
Under a revised trade agreement, Japan’s 27.5% import tariff on U.S. pickup trucks will be reduced to 15%, while the European Union is also cutting levies and relaxing certain safety testing requirements for American cars. Despite these changes, experts believe large U.S. pickups may still struggle to compete in markets built for smaller, more fuel-efficient vehicles.
Outlook
While tariff reductions could make the Ford F-150 more affordable overseas, cultural and practical barriers may keep sales limited. Without adjustments in vehicle size, design, and efficiency, American pickups may continue to remain a niche product in Japan and Europe.
