Trump eyes ‘really cute’ models
Donald Trump is putting his hands on the steering wheels of Japan’s smallest cars to drive them into the US market.
He has directed regulators to legalise kei cars, which he encountered on a trip to Asia and has compared to Volkswagen’s iconic Beetle.
The president has described the vehicles as “really cute” at a White House event. “Honda and some Japanese companies do a beautiful job, but we’re not allowed to make them in this country,” he said. “I think you’re going to do very well with those cars, so we’re going to approve those cars.”
Trump added they are “less expensive and really give people a chance to have a car or a brand-new car” as opposed to a one that “maybe isn’t so great”.
However, the context is complex. While Trump has relaxed fuel-economy standards to accommodate gas-guzzlers, kei cars with their maximum 600cc engines stand out as highly efficient. The latter account for about 40 per cent of Japan’s new-car market but remain banned in the US, although kei-class trucks are on sale in 30 states.
If regulators co-operate, Americans could see new kei cars priced at less than US$10,000 (about NZ$17,300) within three years, which compares to the current average new-car price of around US$48,000.
Despite Trump’s directive, which he made on December 3, kei models such as Honda’s N-Box, pictured, won’t hit US roads overnight. The process involves a lengthy regulatory approval estimated at 18 to 36 months. The Department of Transportation must create a new vehicle class, conduct safety tests and publish final rules before manufacturers can sell them legally.
Physics remains a concern. Kei cars are engineered for Japanese streets with 65kph speed limits, not American highways. In additional to their weight differential with the likes of utes, many lack the airbags and stability control required under US federal law.
Even if standards are met, 19 states currently ban kei trucks and passenger models face stricter scrutiny. Colorado legalised kei trucks in May 2025 with sales there slated to start in January 2027. The most optimistic outlook suggests Honda could begin US production by 2027 with deliveries in 2028.
