Tokyo Auto Salon 2025
- Purpobandit
- Jan 13
- 2 min read
A Global Celebration of Automotive Customization
The Tokyo Auto Salon 2025, held from January 10th–12th at Makuhari Messe, once again affirmed its position as one of the world’s premier automotive events. Traditionally known as a haven for custom car enthusiasts, this year's show shattered expectations, attracting a record-breaking 258,406 attendees, surpassing the previous year’s total by 28,333 visitors. The event’s rapid evolution from a niche custom car show to a mainstream automotive spectacle underscores its increasing global influence.
The Evolution of Customization: From Underground to Mainstream
Since its inception as the Tokyo Exciting Car Show in 1983, the Auto Salon has continuously redefined car culture. In the early days, the event was synonymous with high-powered street modifications and tuning battles. However, shifting industry trends, coupled with stricter regulations, transformed the landscape. By the 21st century, major automakers joined the show, legitimizing customization as a mainstream pursuit.
The Rise of SUV Customization and Electrification
This year’s standout trend was the dominance of SUVs. The Toyota Land Cruiser 250, Suzuki Jimny, and Toyota Alphard emerged as the most customized vehicles, reflecting the global shift towards rugged, adventure-ready modifications. While sports car tuning remains a staple, luxury sedans, minivans, and even kei trucks saw an unprecedented level of customization, catering to a wider demographic of enthusiasts.
Electric vehicles (EVs) also had a major presence, with BYD, Hyundai, and other international brands unveiling new models. Nissan showcased an electrified R32 Skyline GT-R, blending nostalgia with future-facing technology. The Auto Salon has increasingly become a launchpad for cutting-edge automotive innovations, solidifying its role beyond a mere tuner showcase.
Automakers’ Growing Influence
A pivotal transformation in the event’s history has been the integration of major manufacturers. Once hesitant to associate with a “custom car” event, automakers now recognize the salon’s marketing power. This year, leading brands leveraged the platform for high-profile launches, motorsport announcements, and concept car debuts. Toyota Gazoo Racing’s surprise reveal of the GR Corolla Rally Concept was among the weekend’s most talked-about moments.
A Multi-Faceted Entertainment Extravaganza
Tokyo Auto Salon 2025 was more than just a car show—it was an immersive entertainment experience. The event featured:
Live motorsport demos, including F1 and drift exhibitions.
Special performances by renowned artists.
The Gran Turismo Championship, uniting virtual racing with real-world automotive culture.
Industry awards and ambassador presentations, celebrating the best in tuning and performance engineering.
The Future of Tokyo Auto Salon: Global Expansion
The success of Tokyo Auto Salon 2025 reflects its growing international footprint. This year’s event saw record-breaking livestream viewership, with 290,708 total streams across Japanese and English broadcasts. The brand’s expansion continues with upcoming editions in Bangkok, Kuala Lumpur, and Guangdong in 2025, further cementing its status as the epicenter of global car culture.
With Tokyo Auto Salon 2026 set for January 9th–11th, the event’s evolution shows no signs of slowing down. Whether you’re a lifelong tuning enthusiast or a newcomer to the scene, one thing is clear—Tokyo Auto Salon is no longer just about modified cars; it’s a full-scale automotive revolution.
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