Kei Truck Expert Breaks Down Vehicle's Growing Fan Base and Impact of Trump's Tariffs

Miami Herald

07-04-2025

A Kei truck specialist has shared keen insights with Autoblog on what's contributing to this vehicle's growing presence in the US, popular Kei modifications, how his company, which specializes in Kei truck/parts exports from Japan, is responding to President Trump's new 25% tariff on all foreign auto imports, and more. George Zotos, owner of Long Beach, California-based e-commerce outlet Oiwa Garage, says he was working back on the East Coast when he encouraged his childhood friends to take a chance on these tiny trucks. They were very inexpensive to sell, with shipping opportunities to the East Coast costing in the ballpark of $4,000 to $5,000, and listings going fast. This feasibility and Zotos's perception that the market wasn't crowded motivated him and his team to go all-in.
Since 2024, Kei truck sales have tripled in the last five years, with about 7,500 vehicles imported in 2023 alone, according to CNN. When asked what factors are contributing to kei trucks' growing domestic popularity, Zotos told Autoblog: "The utility of the vehicles. They don't take up a lot of space. They still have a six-foot bed in the back, and they're great for transporting. It [kei truck] could be a wheel and tire runner at an automotive shop, or it could be used on a golf course, which is what I typically saw them used on before. They're available to be imported for on-road use, so landscaping and things of that nature. Now, I've seen small businesses use them because they stick out, and I think price was pretty important for people initially."
Zotos also notes that he's noticed some more unexpected businesses use kei trucks for their operations, like mobile coffee or flower shops. The Oiwa Garage owner describes how these businesses can use a kei truck bed because they're flat, meaning there are no rear wheel wells, like with most common domestic trucks. "If it's [the bed] flat, you can really build up and then just tailor the suspension to accommodate the additional weight."
"The landscape is consistently changing for on-road usage, as it's very state-specific. We saw it in Texas where they recently put in new legislation allowing for on-road use." Zotos said. "If I put something on Instagram, there may be a comment or blanket statement saying 'oh, it's too bad you can't drive these in the United States,' however, I would say that it requires some additional research on the customer standpoint, which we always recommend before a customer purchases something." The kei truck boss describes his company as conducting import consults where he learns of the customer's needs, figures out their state, and shares relevant state-specific information with the buyer so they're not stuck with a paperweight.
Modifications are popular with kei trucks since the vehicles are affordable and have a unique look while remaining versatile. Zotos cites lifting as the first initial upgrade most kei truck consumers buy, with exhausts following second, given factory exhausts' tendency for clunkiness and heaviness. Tires, wheels, roof racks, and light bars are also hot-selling modifications, according to Zotos, who described many drivers as wanting to modernize their kei trucks. Regarding parts and maintenance, air filters and fuel filters are common first purchases, but Zotos also recommends timing belt kits, as many kei truck imports are over 25 years old. He clarified that most kei truck timing belt change recommendations are based on age rather than distance. Most experienced automotive or performance shops should be able to work on kei trucks given their relative simplicity, which typically includes a simple three- or four-cylinder 660cc engine.
President Trump recently announced a 25% tariff on all foreign auto imports starting April 2. Before Trump signed the new tariff into law, there was a pre-existing 25% tariff on kei truck imports, so consumers looking to export one of these vehicles from Japan now face a 50% tariff.
"The tariffs just represent one part of our [Oiwa Garage] larger economic landscape that we navigate. Our primary goal is to deliver transparent, competitive value to our customers. We try not to compete on price and focus on value. With that said, the tariffs introduce a new dynamic into our business model, so we've worked on building stronger relationships with our suppliers and streamlining the logistics," Zotos said. "We focus on what's practical and not political, and that's just based on market data." Zotos adds that the tariffs also allow his company to investigate additional domestic manufacturing opportunities.
It wouldn't be outside the realm of possibility to assume that companies like Oiwa Garage, who specialize in vehicle imports, would be entirely shocked by Trump's new tariffs. However, Zotos noted that he's not over-leveraged in either kei truck or kei truck parts imports, which he operates as separate businesses. Still, he feels that anytime there are new regulations, the market always takes time to see how things will develop, and buyers may be more cautious initially. Regardless of market conditions, we hope that kei trucks continue to find homes stateside and that more people recognize just how practical they can be for many uses.
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