How Japanese car brands can race past US tariff adversity

Recent shifts in global trade policy—underlined by growing unpredictability from the US and made clear via President Donald Trump’s recent 'Liberation Day' tariffs—have made one thing clear: the world is changing fast, and a bumpy road lies ahead for many sectors. As brands and their agencies navigate economic twists and turns, could the state of the Japanese car industry offer a steer?

Iconic Japanese car brands like Toyota, Honda, and Nissan have long leaned on the US as a major export market. In 2024, automobiles were Japan’s top export to the US. But in 2025, with increased tariffs predicted to cost the country upwards of $24 billion and an increasingly unpredictable trade environment, it’s clear that the cost and complexity of relying on that particular relationship is a major roadblock to success. True, the recent announcement of a pause on reciprocal tariffs (with the exception of China) represents a stay of execution—but for how long?

Instead of waiting on the whims of Trump, Japan—long a pillar of precision, quality, and design—is now rethinking its own positioning in a world that’s becoming less dependent on the US. No longer a ‘rising’ region, Asia has cemented itself as a central force in the global economy, with unique opportunities emerging for car brands in several key markets. In China, where EV production is dominated by domestic giant BYD, there is a growing demand for sustainable vehicles, while in India, the government’s ambitious vision of electrifying roads by 2030 is matched by the ambition and aspirations of car ownership in the booming middle class. Meanwhile the rapid urbanisation and infrastructure growth in Southeast Asia is creating huge demand for mobility solutions.

It’s therefore no surprise that the likes of Toyota, Honda, and Nissan are strategically pivoting their attention towards Asia, their own backyard. They are investing in emerging markets, doubling down on emerging tech vehicles such as hydrogen cars, and rethinking what mobility looks like in a rapidly urbanising region.

There are many different directions that agencies and brands in the automotive space can take in their marketing. For instance, leaning into the country’s perceived luxury image across Asia to offset losses caused by tariffs, or trumpet their high-tech developments both to get attention and charge higher prices. But all roads converge in a need to craft compelling narratives, spliced with cultural insight and agile creative support, to speak authentically to every audience.

That’s where agencies with deep regional roots and global sensibilities come in, whether working with automotive giants or other industries. For creative agencies, this is a moment to diversify: to be nimbler, to understand local nuances while thinking globally, and to partner with clients in navigating not just campaigns, but the cultural and commercial shifts shaping them.

One campaign which exemplifies this ethos is TBWA Thailand’s Mother Trucker campaign for Nissan’s Navara pickup truck. The campaign flipped the macho truck advertising trope to spotlight the dual identity of Thai women who juggle family and heavy-duty work. By tapping into changing gender roles and rising female empowerment, the campaign resonated with women across the country, ultimately boosting brand perception and awareness, and helping Nissan reclaim market share in the competitive Thai pickup segment.    

More recently, Toyota Indonesia aimed to connect with the younger generation by integrating music—a universal language among young Indonesians—into their advertising strategy, with its Lo Fi Beats campaign. Recognising the shift in music consumption habits during the pandemic, where many turned to ‘lofi playlists’ on video platforms, Toyota crafted content that resonated deeply with this demographic. The innovative approach not only enhanced consideration but also reinforced Toyota’s position as a forward-thinking brand in the Indonesian automotive market.

Staying with Toyota, last year’s Olympics campaign, created by Dentsu Singapore, introduced the latest phase of Start Your Impossible with a pan-Asia celebration of sporting and social heroes, capturing the origin stories of the 11 Team Toyota Asia Athletes and the role of their communities in shaping their success.

But whatever the outcome of the tariff wars, the answer is not to turn away from the US completely—it’s about expanding the board and seeing the world as an interconnected place full of potential. Yes, the world is changing, and a bumpy road lies ahead—but rather than stopping at the first roadblock, let’s shift gears.

Marc Wesseling is co-founder and CEO of UltraSuperNew.