automotive

Japan’s Automotive Identity Crisis

List five sports or performance cars under $50,000 that the Japanese automotive industry is producing right now. I’ll get things started:

  1. Honda Civic Type R
  2. Mazda MX-5 (Miata)
  3. Toyota 86 (FR-S)/Subaru BRZ
  4. Subaru STI
  5. ???

What else? Anything besides the 370Z which I’ve intentionally not mentioned because no one bought one. Don’t be fooled by unattainable halo cars priced to compete with Ferraris or wishful thinking concepts that will never see a production line – the Japanese automotive industry is in the middle of an identity crisis.

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Tokyo Auto Salon continues to be one of the most important motor shows in the world and the 2016 edition just wrapped up last month. It was an interesting glimpse into not only Japan’s aftermarket industry but the country’s automotive industry as a whole. What really stood out in 2016, as opposed to other years, was the lack of new sports cars. A show long celebrated for its variety, has become a showcase for the Nissan GT-R, a car that’s been with us since 2007 and now costs over $100,000 new.

Seeing the finest examples of affordable performance cars has always been what’s made Tokyo Auto Salon so exciting. Historically, the show’s been filled with the best modified offerings from Nissan, Toyota, Honda, Subaru, Mitsubishi, and Mazda. For a nearly a decade now, the focus has begun shifting more heavily towards European cars the GT-R, a fine example of Japanese engineering, now mostly a case of been there, done that. The fact that aftermarket parts manufacturers and tuners are still so focused on this car speaks to the larger problem of a lack of alternatives from Japan’s half dozen automotive heavyweights.

With the exception of the four models mentioned above, there’s been a sharp decline in affordable, performance-oriented cars coming from Japan. In the last decade we’ve seen production end for the Honda S2000, Mazda RX-8 and Mitsuitbishi Evo. Mitsubishi also threatens to pull out of the North American market completely. Honda, who once set the gold standard for their entire market were forced to redesign the Civic after one model year because it did so poorly. Nissan, the Japanese manufacturer with the richest motorsports history has become more known in North America for SUVs, trucks and crossovers. More recently, Korean manufacturers like Hyundai and Kia are starting to take Japan’s place in the automotive marketplace.

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Everyone is obsessed with the Ford Focus RS right now. It arrives in North America later this year and will be a massive hit with enthusiasts. Starting at around $35,000 which is cheaper than you can get a Subaru STI for these days, it’s just more proof that there’s a market yearning for this type of car. The Toyota 86/Subaru BRZ was supposed to be the wakeup call to Japanese manufacturers when it became a global sensation 4 years ago. We had all hoped it would jumpstart a second coming of Japan’s greatest hits in the forms of new Silvias, Supras and RX-7s. Instead, Toyota lost money on their LFA technical exercise, Honda gave Tony Stark an NSX that thinks it’s a McLaren and Nismo’s IDx concept pointed at all of us and laughed.

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An automotive industry founded on affordability, cleverness and fun is producing more questionable offerings than ever, but it doesn’t have to stay that way:

Understand your customers – If you listen to the media, everyone drives a hybrid or an electric these days. Wrong. The Prius remains the one exception that’s had overwhelming success globally. Aside from it, Japan’s hybrid and electric offerings (think Honda CR-Z) cater to even more obscure, niche markets than their performance cars. How did Subaru make the transition from cult car maker, thought to be from Australia and driven by people in Vermont, to the powerhouse it’s become? They have the Impreza and its loyal owners community to thank. Enthusiast culture continues to thrive and with an entire generation growing up in Japanese cars, the customer base is well established and ready for the next 86/BRZ competitor.

Stop trying to be European – Japan has always been great at doing its own thing. Cultural philosophy plays a huge role in the design process and that sets them apart from their competitors. Everyday heroes like the Skyline and Supra took on and in many cases beat some of the best Europe had to offer. Luxury is never something Japanese cars have done very well, but functionality, reliability and affordable performance are. The ever bloating ranges from Acura, Infinity and Lexus have come at the cost of their parent brands and with little to no motorsports pedigree, halo cars priced well into the six figures will always struggle to lure away buyers from the established Europeans.

We deserve your very best – This is an argument that can also be applied to the European manufacturers and something I discussed concerning the Subaru S207. Past arguments made pertained to fears over sales figures and the archaic notion that we’re not worthy. Welcome to globalization. Japanese manufacturers would do well to take more calculated risks with some of their special performance models. The limited production S207 is a prime example of a car that would fly out of Subaru showrooms in America. Japanese manufacturers should have little concern over being able to sell upgraded trim and performance packages abroad. If it’s really an issue, make it a special order option through the dealership. The days of impossible to obtain JDM bumpers should be long gone.

Time to move on from the GT-R – Our collective fascination with all things Nismo, Skyline and GT-R will never wane. The R35 defies what’s possible in a production car and will remain one of the greatest technical achievements of its generation. With an asking price of over six figures however, few will be lucky enough to ever own, much less modify one. That’s unfortunate considering a majority of the Japanese aftermarket caters so heavily to the GT-R. It’s time to build something else!

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It could be argued that the late 90s through the early 2000s were the golden age of Japanese sports cars. Nearly every manufacturer had multiple offerings in their respective stables. The aftermarket industry was also thriving at pre-stance movement levels when people still upgraded performance. We can blame stricter emissions globally as a reason for the demise of many of Japan’s greatest hits, but consider the fact the BMW are still putting inline-6’s in their cars with great success and most European and American manufacturers have made the jump to turbochargers, something Japan made mainstream long before everyone else.

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Automotive brands are obsessed with tapping into their histories and using them as marketing strategies. How about using history as means of understanding what you’ve always been best at? Japanese manufacturers should challenge themselves to rekindle some of what made them great in the first place. People don’t remember who made the most successful mid-sized sedan, they do remember who built the engines for the most dominant car in Formula 1 history.

Nissan, Toyota, Honda, Subaru, Mitsubishi, Mazda – it’s time to have some fun again!

Photos courtesy of Subaru, Ford, Lexus, Acura & Nissan.

The Future Look Of Formula 1?

Recently, some very interesting design concepts for the future of Formula 1 cars have been popping up.

The discussion of closed cockpits has been a hot button issue amongst the FIA and fans. While a roof or canopy would improve safety during a heavy impact, it could also increase the likelihood of a driver becoming trapped inside the car. Beyond the safety concerns, there’s also the question of looks which is still an important aspect of the sport. The allure of danger and full exposure to the elements with an open cockpit have been part of Formula 1 since the beginning and many including the drivers would like to keep things the way they are. But what if the rules did change and closed cockpits became part of the regulations? Dutch designer Andries van Overbeeke has created a solution in stunning fashion.

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Wearing the iconic Marlboro dayglo and white livery, this McLaren concept could be what the future of Formula 1 looks like.

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Every aspect of the car has been reimagined including a curved rear wing to accommodate the height and wider shape of the closed cockpit.

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In black, the design is even more menacing. Much like a fighter jet, which F1 cars are so often compared, the canopy would be fully glass for maximum visibility. With the body work of today’s F1 already surrounding so much of the driver’s helmet, this concept doesn’t appear to sacrifice any visibility. While I would prefer to see Formula 1 stick with an open cockpit, something like van Overbeeke’s creation would be ideal should the regulations change.

Alternatively, say the cars retain their open cockpit, what might that look like in 40 years time? British 3D artist Nathan Dearsley has an answer – the McLaren MP6/P.

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According to the artist, prototypes of the MP6/P were tested by humans as far back as the early 90’s but were too radical for the track designs of the time. I love a cool backstory.

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The aero design is “purposely primitive” to increase overtaking opportunities. The tradeoff is unpredictable results during heaving braking.

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There you have it, two very different visions of the future of Formula 1.

It may be interesting if someday the regulations made a closed cockpit optional. That way we could see greater diversity amongst the grid. Imagine the variations in aero configurations on the cars? Ultimately, the sport’s regulations need to relax. Formula 1 is too strict and innovation (I hate to use that word) has come to a standstill as every team is required to fit within the mold of the regulations. Imagine multiple engine formulas, perhaps V6 turbos and a return to V8s and the option to run closed or open cockpits? It could be brilliant!

Photos courtesy of Andries van Overbeeke & Nathan Dearsley.