They look like they could be a cousin to a 1970’s model Volkswagen van, but the mini Kei- trucks are far more efficient and seem to last forever. No one expected the Japanese tiny trucks to take the U.S. by storm, but they’re coming over in droves and finding homes on farms and ranches all over the country. American demand for the mini vehicles, which have been around since the 1950s, is making waves in the auto industry and causing some pushback from state regulators.
The Kei Following
No one could have imagined the Kei trucks would develop into an American market. They were not designed with aesthetic appeal in mind. In fact, it was the opposite. After World War II, Japanese citizens needed vehicles that required minimal resources to be made and used. The result was the Kei brand. Compact, fuel efficient, and built to carry heavy loads, the new class of vehicle was the perfectly, if goofy looking, reliable form of transportation for families and businesses alike.
Fast forward to the 21st century and the world at large has become laser focused on efficient vehicles. The durable little trucks from Japan fit the bill and can be purchased far cheaper than American selections from Toyota, General Motors, and Ford. A new Toyota Tacoma is at least $30,000 and a Ford Maverick will cost you $28,000. As for a Kei, you can purchase an old style work truck for $4,000 plus a shipping fee to have it transported from Japan. Even a 2000 Toyota comes in at a purchase price of $6,000.
Check them against the price of Utility Task Vehicles and you’ll find the same scenario. A comparable used setup on a UTV is hard to find under $12,000. And, why pay that when you can get a Kei truck for half the price and pay less in fuel and maintenance costs? Plus, any 2000 model vehicle in the U.S. is likely to have 200,000 miles on it while a Kei might only have 40,000.
Did Big Name Auto Makers Ignore Consumer Demand?
Take a few minutes to search Kei trucks on Instagram and you’ll find models from 1997 hauling kayaks, dirt bikes, welding setups, camping gear and hunting equipment. But, they’ve really found a niche in the small farm sector. It's not that there aren’t more comfortable options out there that come with all the bells and whistles made by companies like Ford and Chevrolet, but it’s hard to justify the price tag on those vehicles when held against the mini trucks.
Farm and ranch owners aren’t looking for snazzy. They’re looking for a reasonably priced vehicle that can bounce around the property and that won’t cost them an arm and a leg to maintain or fix. A truck used for the purpose of work that can get dinged up and won’t fall to pieces on the job. The big name companies make mini trucks in Japan and they are not available at a dealership down the road. Anything that fits this bill must be imported from Japan and Kie owners are quick to point out that they are missing a big market here in the U.S.
Mini Kei trucks are compact enough to zip through rows of produce crops, strong enough to carry heavy tools, road worthy enough to make it to town and, if they do break down they are easy to fix. What seemed like a passing fad is now well rooted in rural America.
Is the Growing Demand for Kei Trucks Making Them a Target of Stricter Regulation?
Increased demand has garnered more attention for the tiny trucks. While the federal government says only vehicles 25 years or older can be shipped into the U.S., that hasn’t protected the automobile industry in America. Kei dealers report that sales doubled in 2020 and 2021 and have continued to remain high. They may be 25 years old, but they have newfound purpose here in the U.S.
States remain divided on the issue of the mini trucks. Some states have banned them on highways because of their size and age. Kie fans point out that they are bigger than motorcycles and not all that different from many mini electric vehicles. If a Kei is deemed unsafe because of its compactness then that criteria should be applied to all road vehicles. Other states have banned them altogether and won’t license a Kei truck. While still other states have speed parameters. Consumers wonder if these regulations are more about physical safety or protecting big name industries.
While the little trucks might be a niche market, it certainly doesn’t look like the tiny Kei trucks are going anywhere unless a greater number of states start to ban them. Americans want tiny trucks and there just are not that many similar options available to create competition. Most consumers in the market for a ranch truck don’t want bigger and better, they want something functional and affordable. And more people appear to be willing to ship it over from Japan if they can’t find it here.
Could we come up with a better idea than a 25 year old Kei truck? Auto manufacturers are likely watching to see if demand remains niched or if it expands into a mainstream vehicle choice before responding with a more ideal solution themselves.
Comments