Mazda

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.

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Happy 2014

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I wanted to start the year off properly and give the blog some attention. Between work, vacation and the holidays, I haven’t had much time to blog. Things are settling down though and normal service will be resumed. There have been some pending changes for A Class in the works for sometime and hopefully they can be realized in 2014. It’s funny, I always vow to do better with the blog at New Years so lets hope it actually happens!

Hope everyone is enjoying their holiday! Formula 1 starts in 73 days. In the meantime, watch one of the best car videos I’ve ever seen.

Video courtesy of Motorhead.

 

Tokyo Auto Salon 2013

It’s early Monday morning in Japan and this year’s Tokyo Auto Salon has officially come to an end. Here’s a sampling of all the rest of the cars present at Makuhari Messe.

As always Nissan had a very big presence at this year’s show. While the GT-R remains the king, Silvas and Skylines have not been forgotten.

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TAS needs more builds like this fantastic 180SX from SPIRIT Rei.

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It’s hard to go wrong with a white R32 on Advans. Funny enough it’s the simple builds that stand out most at TAS.

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Phoenix’s Power had the GT-R well represented at the show including this lime green example on BBS LMs.

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Next door to Phoenix’s Power was Top Secret. They also showed up with a few different GT-Rs as well as their Rocket Bunny kitted 86.

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This year could be the biggest ever turnout for imports, both European and American at TAS. Ferrari had a large presence as did Porsche and BMW amongst others.

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The Ferrari F40 was given a very nice display this year. The Japanese have always been obsessed with European cars and as exotics get older and become cheaper, we’re going to see a lot more tuners working with them.

Despite strong showings from Nissan and Toyota, Mitsubishi didn’t fare as well in 2013. The Evo X is now 5 years old and it’s beginning to show. It’s disappointing to see a car which once littered the show floor at TAS, suffer the same fate as its Subaru rival. With Mitsuibshi moving towards EV production, the CZ4A may be the last of the great tuner cars from the brand.

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Varis continues to dominate the market. I’m disappointed that Voltex never created their own Evo X wide body kit to compete.

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Unsurprisingly, Toyotas dominated the show in 2013. The 86 is the new darling of the Japanese tuning industry, massively overshadowing its sibling the BRZ.

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A JZX100 with strange lights inside of the wheels. This was a trend seen on a number of cars at TAS.

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Original Runduce was present with their 86 demo car kitted in Varis aero. This car just looks so good and is probably my favorite 86.

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After all these years, the Mazda RX-7 continues to be one of the very best looking Japanese cars.

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Last but not least there’s Subaru. As with every year, I was disappointed in the turnout for Imprezas. While the STi fights to remain relevant, the tuning industry seems to be moving on. I blame Subaru for not giving the car the AYC and extra 30-50 horsepower it so deserves.

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D Language came out with a very large booth featuring their STi, Evo and 86 demo cars.

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Blitz was also on hand with a GVB STi showing off some of their latest electronics and performance parts, including this 6-pot brake kit.

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Despite filing for bankruptcy in 2012, Zero/Sports was on hand with a GVB STi. They’re hardly the dominant force they once were at TAS.

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I’ll end with this truly awesome looking wide body GVB STi from Varis. This kit has kind of gone under the radar with all the attention on the 86.

That about does it for TAS coverage on A Class. If anything else exciting comes my way, I’ll be sure to post it. Overall I’m disappointed by this year’s show. There’s a real lack of variety right now in the Japanese tuning industry. I suppose it’s been a long time coming. With major players like Honda, Mitsubishi and Mazda failing to produce exciting cars like they once did, the industry has been forced to rely on Nissan and Toyota. Subaru can be happy with their role in the 86 and their own BRZ but as the Impreza continues to get heavier and slower, we may see another great fall by the wayside. On the bright side, the amazing reception the 86 has gotten has shown other manufacturers what’s possible. Hopefully in the next few years we’ll see more of the affordable, fun cars the Japanese automotive industry so desperately needs.

Photos courtesy of GTNET.

When The Rest Don’t Cut It

Just because a part is “meant” for another car doesn’t mean it can’t make itself at home on yours. Diffusers are definitely becoming more popular. Why? Because they look badass. 5 years ago, you would seldom see a car with any sort of a rear diffuser, now they’re everywhere. Despite the popularity of installing one, few manufacturers have risen to the market’s interest. For the Impreza, there are really only a few decent choices: Voltex, Varis and HKS Kansai. The Voltex is great, but everyone has it. The Varis and HKS Kansai (my favorite) diffusers aren’t as popular, but still pretty common.

William has great taste. I’ve posted his STi on here over the years and it’s never stopped evolving for as long as I can remember being part of the Subaru community. In his never-ending quest to keep his car unique, he went and did something a little bit different.

At first look, I thought it was the Varis diffuser. It’s actually an RE-Amemiya retrofit. The piece is normally found on the rear of an FD3S, but it’s made a great transition to the Subaru. It looks as if it were designed for the Impreza all along.

Retrofitting an aero piece from another car is nothing revolutionary. It’s been done many times before. But the cost and extra headache of pulling it off are what keep most people from stepping their game up. You always have to be thinking outside the box to keep yourself ahead of the pack these days. It can be pretty difficult. But when something like this is executed so flawlessly, you can’t help but be inspired.

I have to give photo props to my man Julian. Head over to his Flickr and check out some very pretty shots of his WRX wagon.

IMSA Wide Body SA22C

Everyone is so preoccupied with the FC and FD RX7. I mean, who can blame them? The FD3S could be one of the most beautiful cars ever to come out of Japan. But lets not forget where it all started, the SA22C.

Japanese RX7 club 22C Works is comprised of many of beefed up first generations, including this beast owned by Sassy.

The IMSA wide body kit is a rare gem for this car. It catapults the car’s looks to a whole different level.

The rear is my favorite view of the car. You can almost picture it, driving in front of you on the road; the rotary screaming at WOT, fireballs popping out of the exhaust pipe. The Japanese have such a great appreciation for every one of their domestic cars.

Photos courtesy of Mike Garrett.

Track FD

This car was totally on Speedhunters earlier this week, but I just had to throw it up on here! This is a perfect example of why I think the FD RX7 is one of the most beautiful cars ever conceived.

I’d love to own one someday. I know all the hassle of rotaries but they do make good power and they sound amazing. Plus in a body like this, how can you say no? I love when cars forgo the aggressive wheels for meaty tires! Total purpose-built machine, awesome!