Inside Tokyo Auto Salon 2018: Beyond Bling
The cavernous exhibit halls of Makuhari Messe were electric, overflowing with an outrageous sea of automotive fantasy. Vivid colors and gleaming chrome fought for attention under the constant, frantic strobe of camera flashes going off left, right, and center. Tokyo Auto Salon 2018 was here, and it was more brilliantly overwhelming than ever.
Outrageous custom cars: Japan's answer to SEMA
Nowhere is the show’s “brilliantly overwhelming” nature more evident than in its approach to bling. I saw a tiny Daihatsu van with its entire rear section replaced by a wall of glowing subwoofers, parked just feet away from Ken Block’s 1965 Ford Mustang Hoonicorn RTR high-powered gymkhana car.
One moment you’re peering into a campervan with a polished wood interior fit for a luxury hotel; the next, you’re shielding your eyes from a Mercedes completely encrusted in thousands of Swarovski crystals glittering under the hall lights. It’s this unapologetic excess that solidifies its reputation as Japan’s bigger, bolder answer to the American SEMA Show.
More than bling: A legendary Bentley Race Car
But Tokyo Auto Salon 2018 wasn’t just about sparkle. My favorite, and this choice surprised me, was the legendary Bentley Speed 8 Grand Touring Prototype. It’s a beast built for one thing: speed. This low-slung, closed-cockpit race car with an enormous rear wing was a magnet for photographers. It proved that pure engineering can be as breathtaking as custom creations.
Revived JDM classics: A vision from Mad Max
One of the most striking things about daily life in Japan is how few older vehicles you see on the roads. That’s what makes their presence at TAS so special. Here, they are reborn, kitted out, and looking ready to race.
My eyes were immediately drawn to a GX61 Cresta that was completely off the scales. The red and white paintwork was so startling you couldn’t look away. Everything about it was big: the homemade rear wing was huge, and the overfenders were so immense you had to wonder if they were legal. It was a vision straight out of Mad Max.
Who buys and drives these magnificent beasts? I rarely see them in my part of Tokyo. But standing there, in the middle of the hall, you realize it doesn’t matter. The crowd just wants to see something incredible, and on that front, the builders of these classics succeeded spectacularly.
The culture and models of Tokyo Auto Salon
It wouldn’t be Tokyo Auto Salon without the human element, and the promotional models are a core part of the show’s identity. It’s a deliberate and effective strategy: a stunning model in an elaborate outfit can draw a crowd to a car even in this sea of automotive wonders. When the models take their positions, they are instantly met by a wall of cameras and smartphones.
While many outfits are designed to be as loud as the cars they represent, one company in 2018 played the game differently. In a masterful stroke of marketing, Toyo Tires chose elegance over extravagance. Their brand ambassador, dressed in a beautiful red kimono with a fur stole, projected a sense of calm sophistication.
Amidst all the noise and provocation, she stood out by being different. It was a powerful reminder that in a room where everyone is shouting, a confident whisper can be the most arresting sound.
Being constant can be a good thing
Tokyo Auto Salon doesn’t change much year to year, but that’s its strength. It’s a reliable pilgrimage for anyone who believes a car can be a canvas for outrageous art. It’s loud, it’s crowded, and it’s unapologetically over-the-top. If the quiet efficiency of the Tokyo Motor Show is the brain of Japan’s auto industry, the Auto Salon is its wild, beating heart. I, for one, can’t wait for 2019.
Rohan Gillett
Rohan has lived in Tokyo for 30+ years. He loves photography and plans to capture the entire city.
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External related websites
- A Little Taste Of Tokyo Auto Salon 2018 on Speedhunters