Toyota Camry Import Strategy Japan: Toyota to Sell U.S.-Built Sedan with Standard Certification

Toyota Camry import strategy Japan is becoming clearer as Toyota prepares to introduce several U.S.-produced models into the Japanese market. The automaker confirmed that it will import the Camry sedan from the United States but will not use the Japanese government’s newly introduced certification framework designed to simplify approval for U.S.-built passenger vehicles. Instead, Toyota plans to follow the traditional certification process typically applied to imported models.

Camry to Use Standard Certification for Japanese Market

The company intends to sell approximately 10,000 units of the Camry annually in Japan. Due to this relatively large sales volume, Toyota plans to produce the vehicles according to Japanese specifications and obtain type approval using the same procedures applied to other officially imported vehicles. The domestic launch of the Camry is expected around mid-2026, positioning the sedan as a key imported offering in Toyota’s Japanese passenger car lineup.

Highlander and Tundra to Use Simplified Approval System

While the Camry will follow the conventional certification route, Toyota will adopt the government’s new simplified approval system for two other U.S.-built models: the Highlander three-row SUV and the Tundra pickup truck. Both vehicles are scheduled to appear in Japanese dealerships for pre-sale as early as April. Toyota has already informed affiliated dealers of the launch plans, targeting annual sales of about 1,000 Tundra units and more than 500 Highlander vehicles in the Japanese market.

The Highlander destined for Japan will be supplied as a right-hand-drive model originally designed for the New Zealand market. In contrast, the Tundra will remain left-hand drive and largely maintain U.S. specifications. This approach allows Toyota to expand its product portfolio in Japan while aligning each model with the most appropriate regulatory pathway and market positioning strategy.