Trump Aims to Bring Detroit's Largest Trucks to Europe's Narrowest Streets | Carscoops

      Trade agreements alone cannot make large pickups suitable for narrow roads or tight parking areas.

      August 9, 2025, at 17:40

      by Stephen Rivers

      Japan and Europe have a preference for smaller, fuel-efficient vehicles rather than big U.S. pickups and SUVs.

      Despite reduced tariffs, the market share of Detroit's Big Three in international markets remains minimal.

      Cultural tastes and infrastructure challenges, rather than trade restrictions, are the primary obstacles.

      While American-made vehicles may be celebrated domestically, their acceptance in international markets is more complex. President Donald Trump has frequently accused Japan and Europe of excluding U.S. cars, citing models like the Ford F-150 as potential successes abroad if trade barriers were removed. However, the core issues are taste, size, and practicality rather than tariffs.

      From Tokyo to London, consumers predominantly opt for smaller, fuel-efficient models such as the Toyota Corolla, Volkswagen Golf, and Renault Clio. In contrast, Detroit’s mainstay—large pickups, SUVs, and muscle cars—are seldom seen in those countries. This is not simply due to a lack of appeal; it is primarily because they don't align well with consumers' needs.

      Figures Illustrate the Reality

      Last year, automakers sold 3.7 million vehicles in Japan, with only 570 being Chevrolets, 420 Cadillacs, and 120 Dodges. Ford hasn’t sold a vehicle there in nearly a decade. Yet, President Trump reportedly mentioned to CNBC on Tuesday that “They’re taking our vehicles. They’re taking the very beautiful Ford F-150, which performs well. I’m sure we’ll do well there, and other successful models here will also thrive there.”

      These statements follow his promise to decrease tariffs on Japan from the current 27.5 percent to 15 percent, but no action has been taken yet. Even if tariffs are reduced, there’s no guarantee of change since roads are narrow, parking is limited, and fuel costs are high.

      Europe Encounters a Similar Issue

      The situation is largely comparable in Europe. “We don’t purchase Ford F-150s; that’s not suitable for our roads, and it's not what our customers desire,” stated Andy Palmer, former CEO of Aston Martin, to Reuters. Ford’s regional sales there have dropped from 1.26 million in 2005 to just 426,000 in 2024. During that time, the company shifted focus from cars to SUVs and trucks. However, some exceptions exist.

      Jeep has been the top U.S. brand in Japan for over ten years, partly due to its offering of right-hand drive models. Additionally, specialized dealers have a niche market for both classic and modern American vehicles, although even then, they recognize the unique challenges their customers face.

      “American cars are made for wide roads and highway driving, so maneuvering them on narrow Japanese streets can be challenging. It requires some skill,” said Yumihito Yasue, president of Johnan Jeep Petit in Tokyo.

      Infrastructure Remains a Key Constraint

      It will be intriguing to see how much the market may shift now that Trump believes he has a deal to increase the presence of large American vehicles in more regions. It’s unlikely that these places will modify their infrastructure, so American manufacturers may need to consider producing smaller vehicles again.

      Photo Stellantis