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.


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.


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.


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!


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.


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.


Luke Huxham Is Creating The New Look Of Japanese Tuning

Nissan’s board of directors should put Luke Huxham in charge of their marketing department. The director/cinematographer has a way of capturing Japanese tuner cars, specifically the Nissan GT-R in ways few others (including Top Gear/BBC) can. His latest homage to Japan’s most famous automotive lineage comes in the form of a tribute with Nobuteru “NOB” Taniguchi at the wheels of two iconic machines from HKS – the R35 GT1000+ and the R32 GTR Gr.A. Turn up the speakers and enjoy in beautiful 4K.

Then there’s the Motorhead Hill Climb…

Huxham is not only gifting viewers with the kind of accessibility to these cars rarely seen before, but more importantly creating the new visual identity of the Japanese tuning industry. Where Video Option and Best Motoring’s Hot Version provided coverage in a quirky, uniquely Japanese kind of way, Huxham is doing the opposite. Gone are the comedic intro spots and umbrella girls and in their place; glorious visual imagery, tightly packaged graphics and cinematic quality sound. The combination of which presents Japan’s cars, drivers and the culture that fuels them with the respect and an intensity they so deserve.

Anyone who loves JDM will always have a soft spot for the touge battles of Hot Version or car reviews of Video Option. This however is the new JDM where European cars share the stage with the country’s domestic offerings, social media has enabled limitless accessibility and Luke Huxham is capturing it all on film.

Videos courtesy of Luke Huxham, Motorhead and HKS.

Function Is Greater Than Form

I don’t typically like to use other people’s writing as a means for my own content, but this article from Adam Zillin at 7Tune hits the nail on the head.


Adam makes some excellent points in his discussion of the R35 GT-R and the Japanese philosophy of tuning. It’s a must read for anyone who’s grown tired of the commercialization of automotive tuning, the wheel fitment and stance movements.

The true passion we all share for driving, modifying and appreciating our cars can never be summed up by Instagram “likes” and t-shirt sales.

Photo courtesy of Adam Zillin.

The Automated Lifestyle

What do automotive manufacturers have against the manual gearbox? It has been a fight to the death (quite literally) for years and I still can’t wrap my head around the reality that my kids will never learn how to use a clutch pedal. I suppose it’s part of a larger issue that stretches well beyond our cars and to our innate desire to live an automated lifestyle. Why should a human being have to perform a task that can be done by a machine? Why learn to write cursive when you can type on a keyboard? Why type on a keyboard when you can use a voice command? Seem my point? The human race seems to be moving in a direction where “do it yourself” does not compute.

Automation is intended to make our lives easier, free our minds from the menial tasks that once dominated countless hours of our days. Yet in 2013 people have more friends on the Internet than they do in real life and more are diagnosed with depression than ever before. Our collective unhappiness boils down to the simple fact that our desire to create, our desire to accomplish something isn’t being utilized because technology does it for us. As highly social and intelligent beings, it is our job to create, to do tasks and to be active members of the physical world that surrounds us.


Driving a car used to be a highly physical experience. It required practice, skill and depended on the driver to be the least bit coordinated. The act of pushing in a clutch pedal and shifting a gear stick is a physical experience, but in this world of automation it’s been deemed unnecessary. We’ve all known this evolution in the way we drive our cars has been coming, but today’s announcement that Porsche would not be putting a manual gearbox in their upcoming GT3 RS, further cements the reality. While recent 911s were merely a shell of their spirited predecessors, they were one of the last high end sports cars to offer a full driving experience with a manual gearbox. In some ways it made them a bit more special than their peers. However the new model will continue with the same electronic steering that’s infected all 991s and the addition of a PDK.


Sure some will be quick to mention the GT-R and how the immediate power delivery and phenomenal handling, fill the void left by the absence a manual. But at what point will the automation end? At what point is the driver no longer part of the equation? Formula 1 has had the technology to race cars without drivers for years. Google has designed a car that doesn’t need your help. But do we really want that reality? Formula 1 implemented regulations that kept the focus on act of driving because what is a sport without the human element? With no mental or physical challenge can it even be considered sport?

1993 Italian Grand Prix

There’s a reason we tune into all 58 laps of a Formula 1 Grand Prix, pay our hard earned money to watch Kobe Bryant play LeBron James and still see more live action films than anything with a digital cast. It’s because of our demand for the human element of sports and entertainment. It’s something we can relate to and it’s the one thing we all have in common. Surely we’d want to keep that human element as part of our daily lives as well? Surely we find satisfaction in cooking dinner from scratch, drawing a picture or properly driving a car?

We live in a generation of new equals better, but is that really the case? I’m not so sure.

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.



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






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.





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


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.


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.



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.



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



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


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





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.


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





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.


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



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.


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.


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.


JUN’s been a big name at Tokyo Auto Salon for over a decade now. They’ve always got something up their sleeves and this year is no exception.


Yes folks, another BenSopra kitted GT-R has come among us. It’s been no secret on A Class that I absolute despise this kit in every way. Don’t take that out of context however. I have loads of respect for Miura-san and everything he’s been doing in the tuning industry lately.


Like Top Secret, JUN was always known to produce their own aero parts. They made what is probably my all time favorite bumper for the GDA Impreza. Yet in 2013 we’re seeing less of a variety of products from these shops. Maybe it’s a return to doing what they’re truly good at and in the case of JUN, it’s all about power.


They offer any number of options and different levels of tuning for the GT-R’s VR38. This is an example of the same 4L motor that’s in their demo car.

Regardless of BenSopra kits and Top Secret making less original parts, it’s really good to see how many shops are still working with the GT-R. This car’s been around for 5 years now and the following is just as strong, if not more so. It’s popularity in the tuning industry gives Nissan another reason to keep making it, which is something many have questioned in 2012.

Photos courtesy of CarWatch.

Runduce GT-R

Earlier this year I made claims that the Ben Sopra kit was one of the most disgusting abominations ever to grace the lines of an automobile. Despite all the hype leading up to SEMA next week, I stand by those claims. 35 grand to turn your GT-R into a Decepticon? I’ll pass.

This is much more like it. The Varis x Original Runduce GT-R. This kit has been around for a couple years now, but it’s still one of the best options on the market. What I love about well designed aero is its ability to enhance the existing appearance of a car without completely changing it. Varis has always been exceptionally good at that, especially with their Original Runduce collaborations. Check out the kit they’ve just done for the FR-S!

Photo courtesy of Varis.

Cyber GT-R

One of the bigger stories from Tokyo Auto Salon was the unveiling of the Cyber GT-R. It’s the latest project from Takizawa-san, the mastermind behind the record breaking Cyber Evo.

Cyber GT-R’s driver Tarzan Yamada, was on hand to briefly explain the project and introduce some of it’s sponsors.

No your eyes aren’t fooling you, that is indeed JDM Insider’s Toshi Hayama. You may also recognize C-West’s President, Omoto-san from JDM Insider, Volume 1.

The car is a long way off from competition, but it seems to be in good hands. Hopefully Voltex will get involved at some stage down the road.

Video courtesy of inline4Movie.

The GT-R At TAS 2012

I thought 2011 was the year of the GT-R at Tokyo Auto Salon. Turns out even more showed up in 2012.

The car has really come into its own over the last couple of years. HKS had an obviously big presence with multiple GT-R’s on display, but what really stood out for me was the Vertex car. I’m really digging their new front lip and rear diffuser.

The carbon fenders have been left exposed for obvious display purposes, but otherwise a very clean, well executed GT-R.

I love Mr. Ueno’s method of complimenting a car’s existing lines with his aero designs.

2012 was also the year of the Ben Sopra kit. I think the hype of this kit, installed on 3 cars at TAS, has clouded people’s judgement. Let’s be honest, this thing is ugly.

I can appreciate why Greddy is using it on their time attack car, but are people honestly going to be rocking this shit on the street? Not to mention the insane price tag of the thing. Buying this kit means you’ve said no to Amuse, Mine’s, Vertex and Varis. When you put it that way, it seems kind of ridiculous.

Moving on to what was, is and will be my favorite R35 demo car.

Mine’s isn’t interested in wide body aero kits. They’re interested in building really fast, responsive cars. It’s just a bonus that their aero happens to look great and the quality is of the highest level in the industry. Even though they didn’t have the biggest booth or a super flashy display, they’ve still got my favorite GT-R at TAS.

Photos courtesy of Car Watch.

Vertex World Project R

Vertex has been one of my favorite aero brands since I used to watch the JDM Insider DVD’s. Ueno’s designs were always clean and inspired by the particular car’s existing body lines. They were a departure from the chunky drift kits, seen on a vast majority of Toyotas and Nissans.

I’ve been wondering when Vertex was going to release something for the GT-R. It’s still the most popular tuner car in Japan and it would only make sense for the brand to cash in on that.

Vertex is apparently debuting their R35 GT-R at this month’s Tokyo Auto Salon. For now, a shot of their carbon front lip and I must say, it’s nice looking piece.

There’s plenty of aero offerings for the GT-R, but I’ve never been too keen on most. I’ve always said I’d go for the Mine’s front lip if I ever owned a GT-R, but this one could also be a contender. I’m excited to see the rest of the car, next week. Hopefully they’ll be offering more aero pieces for it.

Photo courtesy of Vertex.