In an unusual twist for the global auto industry, Nissan and Toyota are reportedly considering importing vehicles built in the United States for sale in their home market of Japan. According to reports, Nissan is evaluating plans to ship the Murano SUV, currently built in Mississippi, back to Japan to offset underused U.S. factory capacity.
The Murano, once sold domestically in Japan, was discontinued several years ago as local demand shifted toward compact crossovers. Reintroducing the model, built exclusively in the U.S., would mark a rare case of Japanese automakers re-importing American-built vehicles into their own market.
Nissan
Why It Makes Business Sense
The move would serve several strategic goals. First, it helps balance global production amid fluctuating demand. With Nissan’s U.S. facilities operating below capacity, exporting vehicles like the Murano back to Japan would keep assembly lines busy while adding fresh product to Japan’s SUV lineup.
Second, it reflects how manufacturing footprints are evolving. Currency fluctuations, trade conditions, and rising domestic costs are pushing automakers to think less about national identity and more about global efficiency. As Toyota also weighs similar imports of U.S.-built models, both companies appear to be embracing a more flexible, worldwide supply strategy.
This comes as competition between Nissan, Toyota, and American brands intensifies. In North America, models like the Pathfinder continue to face off against Ford’s best-sellers. Our comparison shows how these two SUVs stack up in price, features, and practicality, a rivalry that underscores how crucial the segment remains globally.
Kristen Brown
Adapting to Market Realities
If approved, the Murano’s return to Japan could offer buyers a new midsize option alongside smaller models like the Rogue. The brand continues to push strong incentives abroad, suggesting Nissan is refining its SUV strategy across regions rather than focusing solely on individual markets.
Toyota’s potential involvement follows similar logic. As competition heats up between Japanese compact sedans like the Sentra and Corolla, both brands continue to innovate to stay relevant with domestic buyers, even as they look abroad for production solutions.
What It Means for Japan
For Japanese consumers, a U.S.-built Murano would represent a shift in expectations. While buyers have historically favored locally made vehicles, growing openness to imports, even from domestic brands, reflects how globalization is changing the market. The success of luxury imports and electric newcomers has softened those attitudes.
If Nissan and Toyota move forward, it would highlight a new era of two-way trade in the auto industry, where production location matters less than design, quality, and brand strength. In short, a “Made in America” badge could soon be just as common in Tokyo as it is in Tennessee.
