Tokyo Auto Salon 2020: A Day at Makuhari Messe

Navigating the Tokyo Auto Salon 2020 in a single day requires a pragmatic approach to both observation and movement. With 438 exhibitors and approximately 800 vehicles distributed throughout the Makuhari Messe, the scale of the event is significant. During its three-day run from January 10th to 12th, the venue saw a recorded attendance of 336,060 people. This volume of visitors, combined with the concentration of hardware, created a challenging but rewarding environment for car photography.

My top pick: The Forgiato Japan ’56 Chevrolet Bel Air

With hundreds of modern builds on display, my focus settled on a classic that demonstrated a high level of technical practice. My choice for the best car at Tokyo Auto Salon 2020 was the 1956 Chevrolet Bel Air presented by Forgiato Japan.

From four-door sedan to custom two-door convertible

The craftsmanship involved in this build was incredible. Originally a four-door sedan, the vehicle was modified into a two-door convertible. The conversion resulted in a clean, balanced silhouette that maintained the character of the 1950s original while incorporating modern technical elements. It featured a hydraulic suspension system, which allowed for a significantly low stance, and was fitted with 20-inch Forgiato AVVIATO-B wheels. Observing the transition between the vintage body lines and the modern wheels provided a clear example of how classic aesthetics can be reinterpreted through contemporary customization.

The faces of TAS: Tokyo Auto Salon 2020 models

The Tokyo Auto Salon models are a central element of the event’s structure, often drawing as much attention as the vehicles themselves. From a photography perspective, this work is demanding. The individuals representing these brands spend long hours under intense booth lighting, wearing elaborate costumes and maintaining their composure within a high-energy environment.

Spotlight on the EXEDY girls: Machi Kiyose and Mai Ando

The “Exedy girls,” representing the clutch manufacturer, were particularly effective in their roles. Among them were Machi Kiyose (清瀬まち) and Mai Ando (安藤麻貴). Their work involved more than just posing; they demonstrated an ability to acknowledge the crowd and interact with photographers individually despite the scale of the audience. The EXEDY booth served as a functional hub, displaying their racing clutch series and hosting talk shows with professional drivers, which provided varied subjects for documentation.

Car photography: Practice and gear at the salon

Engaging in car photography at an event of this magnitude is a lesson in patience and technical adaptation. The variety of vehicles and the presence of the models offer constant opportunities to practice composition under artificial light. Because I only had one day to observe the 800 vehicles on display, I found that I could only document a fraction of the work presented by the 438 exhibitors.

My photography gear for this event

For those interested in the technical side of the images, my gear remained consistent throughout the day:

Camera: Fujifilm X-T3

Lens: XF 16-55mm F2.8 R LM WR

This combination proved versatile enough to handle the wide shots of the exhibition halls and the closer, detailed work required for the car interiors and engine bays.

Was Tokyo Auto Salon worth it?

Of course it was! It’s a significant event for those interested in the intersection of Japanese car culture and automotive design. While the sheer number of attendees and the size of the Makuhari Messe make a single-day visit feel brief, the opportunity to observe builds like the Forgiato Bel Air and the professional work of the event models provides a valuable learning experience. My time there confirmed that a full three-day attendance would be necessary to fully document the event’s scope. That’s the dream. If you want to learn more about the event, see more on the official website.

How to visit Makuhari Messe for Tokyo Auto Salon

Makuhari Messe is located in Chiba Prefecture, a short walk from Kaihin Makuhari Station on the Keiyo Line. The train journey from Tokyo Station takes approximately thirty minutes.