Super Rare Japanese Cars Shine at SEMA Show with 2,400 Companies

The "SEMA SHOW" is a large-scale event dealing with "aftermarket products" such as modified car parts and repair supplies. Kumiko Kato, an automotive journalist who has been covering the show for 30 years since 1993, reports on the excitement of this year's show from the show site.

2024-11-25

|CULTURE

The Toyota Tacoma, redesigned with a powerful new look, boasts high popularity in the U.S. due to its strong reliability.

200,000 people attended at a venue the same size as Tokyo DisneySea.

The SEMA SHOW is a massive aftermarket trade show organized by the Specialty Equipment Market Association (SEMA) in the United States. The first event was held in 1967, and this year marked its 58th edition, with 2,395 exhibitors and over 200,000 attendees during the event. For comparison, the Tokyo Auto Salon and the Essen Motor Show, both considered part of the world’s top three modified car shows, had 378 and about 500 exhibitors, respectively, highlighting the scale of the SEMA SHOW.

This year’s event took place from November 6th to 9th, Japan time. The Las Vegas Convention Center, where the event was held, is also vast. The indoor exhibition space totals approximately 290,000 square meters, with display areas extending to every corner of the outdoor parking lot. Additionally, events like drift races were held nearby, bringing the total area to over 500,000 square meters, roughly the size of Tokyo DisneySea.

The transportation method connecting the sprawling venue is also impressive. Attendees use the free shuttle service VEGAS LOOP, which was completed in 2021. Operated by Elon Musk’s Boring Company, it features a network of large underground tunnels, where attendees ride in Tesla cars. While it is planned to become fully autonomous in the near future, this year, drivers were still at the wheel.

Among the many exhibits, Toyota stood out with exceptional attention. Their booth was positioned at the entrance of the main center hall, indicating their popularity. Toyota dominates the U.S. market with the Camry (the best-selling passenger car with 254,832 units) and the RAV4 (the top-selling SUV with 389,718 units), enjoying overwhelming support in the country.

In addition, custom models based on 4×4 vehicles such as the Land Cruiser (Land Cruiser 250 in Japan), Tundra, Tacoma, Sequoia, and 4Runner, which were eagerly awaited this year, made their grand debut. The booth was always packed with people, creating an electrifying atmosphere.

One of the standout modified cars was a truck named the “’94 Drift Truck.” It is a Toyota Hilux that has been tuned for drifting.

A Chevrolet Impala (front) and a Mercedes-Benz G-Class, featuring unique metal painting and engraving.

Although many Japanese exhibitors, who had held off due to the COVID-19 pandemic, seemed to have mostly returned, it wasn’t only new products from large companies that attracted attention. What truly amazed Americans was the craftsmanship demonstrated by Takahiko Izawa, the head of IZAWA ART DESIGN and a master custom painter. He showcased the “Metal Impala,” a 1958 Chevrolet Impala that was enhanced with his custom-developed metal paint and intricate hand-engraved details, a groundbreaking technique that left spectators in awe.

In 2020, the car was displayed at the San Diego Automotive Museum, and starting in June 2024, it will be showcased for about a year at the Petersen Automotive Museum, the largest on the West Coast of the United States. These exhibitions mark a historic achievement as the first by a Japanese artist. Long lines formed at the booth, eager to witness his extraordinary craftsmanship.

The cost of airfreight from Japan was approximately 5 million yen one-way. The display at the SEMA Show was made possible by transporting the Impala currently at the Petersen Museum to the Las Vegas venue.

Every design, including the tiny dots, is hand-finished. The level of craftsmanship can be described as superhuman.

The history of Japanese cars dominating the SEMA SHOW.

The author’s first visit to the SEMA SHOW was over 30 years ago in 1993. During the 1990s, there were hardly any Japanese demo cars or exhibits from Japanese companies; the event was dominated by massive pickup trucks, 4x4s, and muscle cars like Mustangs and Corvettes. The surge of Japanese demo cars began about 10 years ago, coinciding with the rising prices of 1980s and 1990s Japanese sports cars like the Skyline GT-R, which became an American dream car.

How has the popularity of Japanese cars at the SEMA SHOW evolved over time? I spoke with Katsuya Nakai, the GM of U.S. operations at global suspension manufacturer TEIN, which is celebrating its 20th year of exhibiting at the show.

“Our first exhibit in 2003 came two years after the release of the first ‘Fast & Furious’ movie, which helped ignite the popularity of Japanese tuning in the U.S. By then, ‘TEIN’ products were growing rapidly in popularity, and our booth was very crowded. Many attendees would come up and say, ‘I have TEIN!’ During this period, the Honda Civic and Integra were especially popular.

When ‘Tokyo Drift,’ the third installment in the ‘Fast & Furious’ series, was released in 2006, along with the start of ‘Formula Drift’ and other drift events, it perfectly aligned with America’s love for flashy tuning and dramatic racing. After the 2014 import ban on the Skyline R32 GT-R was lifted, older Japanese cars began flooding the SEMA SHOW, and the excitement has continued since.”

Whether it was new cars, vintage models, or the classic American custom scene, Japanese companies and craftsmanship stood out. Without a doubt, Japanese cars were at the heart of the car festival that thrilled 200,000 attendees.