While we can’t agree on much these days, former President Donald Trump has guys like me talking about the future of small vehicles in this country. He had proposed the manufacturing of Kei cars, which are small vehicles very popular in Japan. His proposal radically raises the stakes. It departs from outdated regulations that have long barred smaller, safer cars from entering the American market.
Trump’s family business, which imports a substantial portion of “novelty” vehicles—including tiny coupes—has underscored the potential growth of this segment. He stated, “I have just approved TINY CARS to be built in America,” highlighting his commitment to ushering these vehicles onto American roads.
Kei cars were introduced in Japan after World War II to combat urban overcrowding. Their short wheelbase and boxy shape contribute to their nimble maneuverability. They’re an ideal choice for a city driver. These cars, called kei-jidōsha, are typically less than half the length of a full-sized Ford F-150 pickup truck. They’ve caught on widely across Asia for their economic benefits. Or at least, Trump is very excited about the promise of lower prices. This is more important than ever, with American families feeling the pain of skyrocketing costs of living.
Even with their obvious appeal, Kei cars would be hard pressed to find a foothold in the U.S. market. Recently, in 2019 Smart, a brand owned by Mercedes-Benz and Geely, announced their withdrawal from the American market. Lethargic sales largely pushed this decision as buyers began to gravitate toward larger vehicles. As with any new law, this change raises the interesting question of whether American drivers will take to Kei cars. These nimble rides have made inroads with golf groups or farmers looking for a reliable workhorse.
As U.S. Transport Secretary Sean Duffy once remarked about small cars on American highways, “You don’t want to give them a death sentence. He thinks they would “most likely not” do well at freeway speeds. That sentiment is representative of the uphill battle that small car manufacturers have historically encountered when attempting to break into the U.S. automotive market.
One key thing that makes kei cars immensely desirable is their small size. Where they really shine, of course, is maneuvring through super dense, non suburban cities with ease. Emma Bergeron, a Kei car owner, noted the unique experience of driving such a compact vehicle: “It’s tiny and a bit silly… definitely a conversation-starter. You really turn heads when you drive around the city,” she says. She added, “I just feel so happy in it,” although she acknowledged concerns about safety: “It is fun to drive but it is not exactly what I’d call safe,” and expressed feelings of vulnerability when navigating highways alongside larger trucks.
The effect of Trump’s big news that day on Kei car awareness has been real. Mo Sulai, an industry observer, commented on the potential benefits, stating, “[Trump’s] announcement was like a free advert for us because more people start to learn about Kei cars.” We expect this new-found visibility to be a positive thing for manufacturers looking to enter the U.S. market.
Major Kei manufacturers such as Toyota, Honda, and Suzuki still haven’t responded to Trump’s plea. He wants them to significantly increase production of these vehicles domestically. If a requirement exists, their silence raises questions. Could Kei cars really be produced and sold in mass within a market that historically has favored larger vehicles?
As Trump continues to advocate for these small cars, he emphasizes their attributes: “These cars of the very near future are inexpensive, safe, fuel-efficient and, quite simply, AMAZING!!! START BUILDING THEM NOW!” No wonder his message has found a receptive audience among those seeking budget-friendly alternatives in these economically challenging times.