Why UK Dealers Are Importing the Suzuki Jimny and Other JDM Cars from Japan

There is a gap in the UK market that dealers are quietly turning into a very good business: the Suzuki Jimny. Suzuki withdrew the passenger Jimny from UK and European sale around 2020 to 2021 because its characterful petrol engine produced too much CO2 to fit within fleet-average emissions limits. Demand did not go anywhere, and with official supply gone, used prices have climbed to the point where a good used Jimny can sell for more than it cost new. For dealers willing to source from Japan, that mismatch between demand and supply is the opportunity. Here is why the Jimny, and JDM imports more broadly, are worth a serious look in 2026.

Why the Jimny is so hard to get

The three-door passenger Jimny left UK showrooms on emissions grounds, leaving only a two-seat commercial van version through official channels, in very limited numbers. The newer five-door Jimny, sold as the Jimny Nomade in Japan, was never offered here at all, and when it launched in Japan it proved so popular that Suzuki suspended orders after demand ran far ahead of production. The result is a UK market where buyers want a car they simply cannot order new, and are prepared to pay a premium for an imported example. Specialist importers have reported figures around £30,000 for newer imported models.

Why JDM appeals to buyers

Japanese domestic market cars are often higher specification than the versions sold elsewhere, and come in colours and trims the UK never got - the Jimny's Jungle Green is a good example. Add Japan's well-maintained, lower-mileage used stock and the appeal is easy to sell. Beyond the Jimny, the same logic drives demand for other imports: the Toyota Alphard, kei cars and trucks, JDM classics and compact 4x4s. If you can source them, there are buyers waiting.

The dealer economics

The numbers can work well. A Jimny that sells for a strong retail figure here can be bought considerably cheaper at a Japanese auction, and even after shipping, duty, VAT, testing and registration the margin can be healthy on a car people are queuing for. These figures are indicative and move constantly - auction prices, the yen exchange rate, shipping and duty all shift - so model each car individually and get an all-in landed cost before you bid. Duty is the one to watch: the standard rate is 10%, but Japanese-built passenger cars can qualify for 0% under the UK-Japan trade agreement (CEPA) if the exporter provides a statement of origin, so make sure your agent secures that. VAT is 20% on top. The current official rules are on gov.uk.

The process in brief

If you already trade in used cars, the import chain is straightforward to learn: buy through a Japanese auction agent, ship by roll-on roll-off, submit the NOVA declaration to HMRC within 14 days of arrival, clear customs and pay duty and VAT, then get the car through approval. Age decides the test - cars over 10 years old usually need only an MOT, while newer cars need an IVA test plus common modifications (mph speedometer, rear fog lamp, headlight adjustment). Finally, register with the DVLA using the V55/5 form and the Japanese export certificate. Plan on roughly 16 to 20 weeks from purchase to a car you can retail, so factor the lead time and the capital tied up into your buying.

Practical considerations

Two things protect your reputation and your margin. First, parts and servicing support: some manufacturers do not fully back grey imports, so line up a specialist and a parts source before you build stock. Second, set buyer expectations clearly on warranty, servicing and the fact the car is an import - buyers who understand exactly what they are getting are happy buyers.

How MotifyMe® can help you sell them

Once your imports are on a UK plate and ready to retail, MotifyMe® gives you two useful tools. You can list your stock on the upcoming MotifyMe® marketplace, where every car carries a finance option - buyers who want to spread the cost are introduced to finance through Presto Finance, so you get finance-ready leads rather than just views. And you can run trade vehicle checks to confirm MOT, tax and full details in seconds. If you would like to hear more about listing your import stock or about the dealer tools, get in touch at hello@motifyme.co.

The bottom line

The Jimny is the clearest example of a wider truth: there is strong, unmet UK demand for cars Japan still builds and we can no longer buy new. Import well - reputable agents, all-in costing, the right approval route and proper after-sales support - and JDM stock can be some of the most profitable and fastest-selling metal on your forecourt.