Kei trucks, smaller and more affordable Japanese-made vehicles, are gaining popularity among small-business owners in the U.S.
As the size and price of trucks in the U.S. continue to rise, there has been a growing demand for an affordable, smaller alternative: Japan’s Kei trucks. These compact vehicles, which belong to the keijidōsha class of light vehicles, are gaining a cult following, especially among small-business owners. Despite being street legal in only 19 states, Kei trucks are increasingly seen as an attractive option for those looking to save money while still having a vehicle capable of doing the job.
Tyler Hiestand, a home remodeling business owner from Pennsylvania, shared how his 1994 Subaru Sambar has become indispensable to his work. Purchased for about $10,000 two years ago, the truck has almost the same bed size as a Ford F-150, along with four-wheel drive and a five-speed manual transmission. Hiestand says it has become a game changer for his business, enabling him to haul almost anything he needs without the added expense of a larger truck. “My Kei truck can do everything a midsize pickup can do,” he said.
The appeal of Kei trucks is not limited to small-business owners. Their affordability, fuel efficiency, and practical design are drawing attention from a range of customers. As U.S. truck prices soar, with new models from major manufacturers like Ford and Chevy climbing well over $40,000, the comparatively low cost of Kei trucks offers a refreshing alternative for those who don’t need a massive vehicle.
However, despite their growing popularity, the Kei trucks face restrictions. Currently, they are street legal in only 19 states, as they do not meet certain U.S. safety regulations designed for larger vehicles. This limitation, however, hasn’t deterred many buyers, who are willing to jump through legal hoops to own a Kei truck. The trucks’ small size, compact engine, and low maintenance costs make them an attractive option for those looking for a practical workhorse.
The market for Kei trucks has exploded in recent years, partly due to the rising costs of traditional pickup trucks. The affordability and efficiency of Kei trucks make them especially appealing for small businesses, agricultural workers, and individuals seeking a vehicle that can carry a load without breaking the bank. The compact size also makes them ideal for navigating tight spaces and urban areas where larger trucks would struggle.
Kei trucks also enjoy a certain cultural cachet, with many owners praising the quirky, utilitarian design that sets them apart from more conventional trucks. Enthusiast groups and online forums have popped up to cater to the growing interest, as people swap advice on maintenance, customization, and where to buy the trucks.
While the Kei truck trend may not yet rival the dominance of full-size pickups in the U.S., it’s clear that these small, affordable vehicles are carving out a niche among those looking for a practical, cost-effective solution in a market increasingly driven by high prices and oversized vehicles.
