Subaru Wants To Sell Its Biggest American SUV In Japan

What’s Yours Isn’t Mine

Despite the automotive industry’s global diversity, there are still some models exclusive to specific countries. That’s because different countries have different market needs and trends. For reference, think of one of the most recognizable nameplates in the world, the Toyota Hilux. You’d think there’d be a market for it across the globe, but in the U.S., the Hilux doesn’t exist; instead, it gets the Tacoma.

The same can be said for Japan; some Japanese-branded cars aren’t sold in Japan’s unique market. However, one brand is considering shipping U.S.-made cars to its home country, joining Nissan and Toyota.

JDM Ascent?

Subaru Corporation just issued a press release stating that it is considering exporting and selling its largest model in Japan, the three-row Ascent SUV. What’s interesting is that it seems they’ve already given this considerable thought, as the automaker is targeting a Japanese launch by the latter half of 2026. Subaru’s interest in selling the Ascent in its home turf comes after a new trade deal between the U.S. and Japan, and they say the Ascent will be able to “meet a wide range of customer needs.”

The Subaru Ascent is the most family-oriented car in the brand’s lineup and is currently built at its Indiana facility. It was first introduced to the market in 2018, taking over duties from the Tribeca, which was killed off in 2014. In fact, Subaru focused on building the Ascent to address the issues that plagued the Tribeca, namely, more interior space for passengers and cargo, better engine performance and fuel economy, and a more North American-centric design, as opposed to the Tribeca’s “one look fits all” approach, which was polarizing for some.

USDM x JDM

Currently, the Ascent in North America. It was also available in Canada until this year, while the Philippines also gets the model as the Evoltis. This is because the Indiana plant only produces left-hand-drive models, which has prevented any sales in Australia, Europe, and Japan. That might soon change, though, given the news of exportations to Japan; Subaru will have to retool the plant to build right-hand-drive models. This might open up Europe and Australia as well.

Subaru isn’t the only carmaker that uses its U.S. manufacturing to sell some models in Japan; Toyota sells the Camry, Highlander, and Tundra, while Nissan and Honda also sell cars that come from U.S. factories.

Jeep is considered the most successful American brand in Japan, and it offers right-hand-drive-spec models for the region, while General Motors has dedicated dealerships that sell the Corvette and select Cadillac models.