Nissan Has A Small Victory On Its Hands, And Trump Highlighted It | Carscoops

      Japan's kei car market continues to flourish, with the Roox experiencing a rise in sales.

      Nissan has received more than 20,000 orders for the Roox since late August.

      During his Japan visit in September, Trump referred to kei cars as “cute.”

      The kei car market in Japan is primarily dominated by Honda, Suzuki, and Nissan.

      President Trump's recent trip to Japan, while politically significant, also unexpectedly highlighted one of the nation’s most beloved automotive segments—kei cars. This attention on kei cars is particularly timely for Nissan.

      Shortly after returning to the U.S., President Trump commented on the small and “really cute” cars he encountered, instructing Transportation Secretary Sean Duffy to ease restrictions on their sale in the U.S.

      While it remains uncertain if this will come to fruition, Trump's statement has generated renewed interest in a category of vehicles that typically doesn't receive much focus in the U.S., except for grey-market buyers dealing with legal import challenges.

      The timing is particularly favorable for Nissan, as it recently launched the latest version of the Roox kei car, which has quickly gained popularity in Japan.

      Earlier this week, Nissan announced that since unveiling the new Roox in late August, it has secured over 20,000 orders in Japan. This new model will compete with BYD’s first kei car, the Racco, which was introduced in October.

      Although it seems unlikely that these diminutive cars will achieve strong sales in the U.S., they remain an integral part of the Japanese automotive landscape.

      According to data from the Japan Light Motor Vehicle and Motorcycle Association, the Honda N-Box was the leading kei car in November, selling 16,198 units, comfortably outpacing the Subaru Spacia, which sold 12,904 units, as reported by Nikkei.

      The Nissan Roox has climbed the sales rankings, with 7,741 units sold in November—an impressive 43 percent increase from October and a 41 percent rise compared to November of last year.

      Nissan's president and CEO, Ivan Espinosa, has recently indicated a willingness to collaborate with other companies in the U.S. for future products and powertrains, with potential partnerships involving Mitsubishi and Honda.

      However, Nissan has not yet revealed intentions to manufacture kei cars in the U.S., despite Trump’s interest. If the company can find a way to make the financial aspects feasible, it’s possible that the Roox could eventually be seen on American roads.