‘Wow, a foreign car’
Jeep, which sells right-hand drive models, has been the most popular American brand for more than a decade, the importer data showed. It sold just shy of 10,000 vehicles last year in Japan.
Yukimi Nitta used to drive a “kei” car but she was drawn to the Jeep Wrangler’s appearance, which she described as “friendly” and “outdoorsy”. The 42-year-old hair salon owner is now on her second Jeep — a limited-edition beige model — and hopes to switch again to another limited-edition colour. Parking is tight but manageable, she said, and two of her friends have since bought Wranglers.
“People often say, ‘Wow, a foreign car!’ But once you drive it, it feels totally normal. I wish more people would try it,” she said.
While the Wrangler does burn through fuel quickly, the resale value is good, making it possible to switch out colours, something owners do, Nitta said.
A spokesperson for Jeep owner Stellantis said it actively promoted owner events. In July, it announced a collaboration with the “Jurassic World” movie series featuring a limited-edition pink Wrangler, the spokesperson said.
Big American cars and trucks might find it hard to follow in Jeep’s tracks.
Daniel Cadwell, an American living in Tokyo, exports used Japanese camper vans and wagons to the US. He said he was struck by the size of American cars whenever he went home.
“They are just excessively big,” said Cadwell, who runs Javan Imports in Portland with his US-based business partner. “I think it is highly challenging for a car of that sort to be seen as attractive in Japan.”
AloJapan.com