High MSRP? Japan has an answer, and it’s environmentally friendly, too

Kei cars are cute, fun, affordable and not available in America.

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For decades, Japanese road taxation regulations have encouraged the development of practical, small displacement minicars that have evolved from low speed, minimalist transportation to truly practical automobiles. They are economical, have a small environmental footprint, and had a modest MSRP — perfect for an American market where high new car prices are a challenge for cash-strapped consumers in the era of rising interest rates. 

Oddly, America automakers are going another direction, with larger, more expensive and more fuel-thirsty SUVs. Could Japanese-style Kei cars be successful in the American marketplace? They are the right car at the right time, argues Jim Anderton.

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Written by

James Anderton

Jim Anderton is the Director of Content for ENGINEERING.com. Mr. Anderton was formerly editor of Canadian Metalworking Magazine and has contributed to a wide range of print and on-line publications, including Design Engineering, Canadian Plastics, Service Station and Garage Management, Autovision, and the National Post. He also brings prior industry experience in quality and part design for a Tier One automotive supplier.