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Narrow Roads and Parking Woes Hinder Big U.S. Vehicles Abroad
7 Aug
Summary
- American cars seen as too big and gas-guzzling for Japan, Europe
- Jeep Wrangler is the most popular U.S. brand in Japan
- GM and Ford struggle to sell larger models in Europe
In August 2025, American automakers are finding it difficult to sell their vehicles in Japan and Europe, where consumers have a clear preference for smaller, more fuel-efficient cars. According to the article, the issue has little to do with trade barriers and more to do with the design and size of U.S. vehicles.
Japanese and European drivers contend with narrow roads and limited parking, making it challenging to maneuver larger American models like the Ford F-150 and Cadillac Escalade. As a result, these vehicles have failed to gain significant market share, with Chevrolet, Cadillac, and Dodge selling only a few hundred units each in Japan last year.
The one American brand that has found success in Japan is Jeep, particularly the Wrangler model. Jeep has been the most popular U.S. brand in the country for over a decade, selling nearly 10,000 vehicles in 2024. Owners praise the Wrangler's "friendly" and "outdoorsy" appearance, and the model's good resale value makes it easier for buyers to switch between limited-edition colors.
However, other American automakers have struggled to replicate Jeep's success. Ford, a major player in Europe for decades, has seen its sales in the region plummet from 1.26 million vehicles in 2005 to just 426,000 in 2024. General Motors (GM) also exited Europe in 2017, though it has since returned with its Cadillac Lyriq electric SUV, which sold only 1,514 units last year.
