The tuner culture has endured a tumultuous ride, but is this resurgence phoenix-like or the last flash of a dying star? 

By John Naderi

Cramming a comprehensive look at any subculture into a single article is at best a fool's errand. But I'm nothing if not foolish, so slide into your fixed-back buckets and strap into your five points, because we're taking a trip deep into the heart of the tuner culture. 

I've lived this life, as both enthusiast and insider, serving some of the most influential content makers in this scene. It's safe to say I know this space, but what I don't know is exactly what to call this perfectly imperfect movement. 

Japanese car culture or Japanese Domestic Market (JDM) both feel too exclusive by today's inclusive standards and "sport compact" sounds like a box you'd lazily check on an insurance application. And while it feels like a phrase a PR rep would toss around with reckless abandon, I'm going to refer to this space as the tuner culture. 

I'm also going to call in a lifeline by calling upon a panel of tuner iconoclasts to help with this deep dive. These innovators, record-breakers and tastemakers helped create this culture, and each of them brings a unique point of view. 

Tuner Culture's Origin Story 

Origin stories are not always as neat and tidy as the Marvel Universe would have us believe. Sometimes a tipping point is definitive, like the first-ever phone call or radioactive spider bite. Others are a bit more nebulous, like the early days of hot rodding. Can it be traced to the late '30s when those heady souls blasted across Southern California's dry lake beds in rowdy, fender-free, Flatty-powered Ford roadsters, or later still when things really gained steam on post-WWII decommissioned military runways? 

Likewise, the tuner culture's DOB is tough to pinpoint. Many will argue it also originated in SoCal, at clandestine afterhours meet-ups in spots in the late '80s. But what of the Japanese cars central to this movement? Legendary JDM tuners HKS and Mugen both opened their doors way back in 1973 and, while there's no denying this Japanese influence, for purposes of brevity, this piece will focus on the western side of the Pac Rim. 

PRI General Manager Jim Liaw has thoughts on this matter. As one of the pioneers in this space, Liaw helped develop one of the first import drag-racing series, before helping bring pro drifting stateside with his Formula Drift series. Today, Liaw is charting the future of motorsports at PRI. According to Liaw, "I think everyone has a different take on the origins of the scene depending on their age and where they lived in the country." 

Daryl Sampson echoes Liaw's geo-based sentiment. Decades ago, he worked at Paisley Automotive while helping Craig Paisley campaign his game-changing drag Supra. Today, Sampson serves as vice president of marketing at Turn 14 Distribution, one of the largest warehouse distributors in the space, but his love for import drag racing still rings true. 

"There were a lot of pioneers back in the day, but when most of us started, it was at the local street races before there was a name, category and dedicated products to cater to the cars we were building and driving," Sampson recalls. "You had Jeremy Lookofsky, Lisa Kubo, Stephen Papadakis, the late Shaun Carlson, Abel Ibarra and Myles Bautista on the West Coast. And Chris Rado, Craig [Paisley], Vinny Ten, Norris Prayoonto, Eddie Bello, Gary Gardella, and Rafael Estevez on the East Coast. Racers also came from Puerto Rico and the Caribbean to the tracks in the East and were the benchmark for small-displacement engines that made big power. These racers popularized the segment that fed the passion, and the magazines at the time helped spread the word." 

Speaking of magazines, Edward Loh was in the trenches during print's glory days, starting with Import Racer! magazine in the spring of 2000. These days he helms one of the largest automotive media companies in the world as the head of editorial at MotorTrend. Loh sees the growth of the tuner movement as a clap-back response to traditional hot rodders. 

"I think it's pretty clear that the rise in popularity of hot rodding from the post-war '40s through the '70s and '80s created the environment that fostered 'tuner culture' because what is it, if not the hot rodding of Japanese cars?" said Loh. 

"I grew up in the '80s and was in high school in the early '90s," Loh continued. "Fox-body Mustangs are having a resurgence right now, which I find sort of humorous because I hated those cars back in the day. I thought they were all sorts of lame and I have no nostalgia for them. Why? Because I was lusting after a '91 Civic." 

Originally an underground phenomenon in Japan, drifting has enjoyed a remarkable 20-year run in the United States that has seen continued popularity among import and domestic enthusiasts alike.

Loh is also quick to point a celebratory finger at Tod Kaneko, a man many regard as one of the founding fathers of the tuner nation. Kaneko worked on IndyCar, Sprint Car and Nissan race teams, spent a considerable amount of time building boost as an engineer at Garrett Turbo, and is now the R&D program manager at Mazda North America. For Kaneko, the origins of the tuner segment started while he was in high school in the '70s. 

"At that time, I was exposed primarily to domestic musclecars," he says. "However, the guys at Hunt Magnetos were also into building small-displacement, high-power four-cylinder race engines. This influenced me a lot. Especially seeing how these small engines could produce as much power as their bigger-displacement V8 counterparts." 

"The big Japanese import street-tuning scene for me seemed to ignite in the mid-'70s, and by the '80s things grew exponentially with the arrival of JDM influences here in America. Companies like HKS, TRD, GReddy, A'PEXi, Blitz, etc. all opened branches in California." 

Now that we know with a relative degree of certainty what ignited the American tuner culture, let's see what was driving it. Or, to put it another way, what were the makes and models enthusiasts drove at the start of this movement? 

Hondas… As Far as the Eye Can See 

The obvious answer is the Civic and Integra models of the early '90s. This was when the tuner culture was enjoying a period of explosive growth. Kaneko adds, "Since my friends were mostly of Japanese and of Asian-American descent, there was a natural adoption toward Japanese cars and the cultural ties that came along with it." 

But in the late '70s and early '80s the streets and meets were dominated by 510s, Z cars, Celicas and Corollas, R100s, RX-3s, RX-7s--and even Pintos, among others--as the alternatives to the musclecars of the day. 

The early '90s ushered in an almighty era of Japanese sports cars, like the third-generation Mazda RX-7, Nissan 300ZX and even the Acura NSX supercar. But the most iconic model to come from this crop of upmarket imports was the fourth-generation Toyota Supra, which rose to pop-diva status with its star turn in the Fast and the Furious. 

"Sure, the hero cars were cool, but I didn't have an NSX poster in my room, I had pictures of modded EG Civics and Mk2 GTIs," said Vin Anatra. A content creator who knows a thing or two about popularity and influence, he has been a large part of why the Hoonigan social-media platforms now boast tens of millions of followers. 

Even Anatra, as an erstwhile VW kid growing up in Long Island, New York, knew the power of the Civic, but why were these seemingly unremarkable cars so popular? A low-power FWD economy car is not first to mind when trying to build a performance alternative to a traditional hot rod or musclecar. It's inherently wrong. Just ask physics. 

And since we're asking questions, ask any Honda enthusiast why these cars are so popular and they'll tell you it's because of the plethora of aftermarket parts choices. Manufacturers will tell you the same--they make the parts because the cars are so popular. See the VTEC-shaped egg and chicken paradox? 

I have a working theory. In the mid- to late-'80s, high school parking lots were littered with third-gen Camaros and Mustangs (I know, I was there). They were the (ahem, loosely defined) musclecars of those days, and many parents were reluctant to reward their newly licensed children with one of these mischief-makers. The solution: an inexpensive, reliable, fuel-efficient economy car--in short, a Honda. As kids do, they found a way to make performance lemonade from these FWD lemons. From there, the early days of the tuner aftermarket industry began to take shape. 

JDM: The Forbidden Fruit 

In the purest automotive sense, Japanese Domestic Market, or JDM, refers to OEM models sold specifically in Japan. Some, like the Civic and Nissan 240SX were sold in Japan as well as the United States, with such differences as model trims, engines, driver position (right-hand drive versus left-hand drive), exterior lighting and much more. 

Initially, Japanese tuning products weren't considered JDM, but today, the term has been assimilated to include both OEM models and aftermarket parts. While some tuning manufacturers made it easy for U.S. enthusiasts to get Japanese-made parts, the desire to stand out from the crowd drove some discriminating tuner kids to seek out even rarer parts. 

In what was a right of passage for any early-era JDM purist, Ben Schaffer scoured the Japanese markets near his home in Arizona in search of Japanese Hot Version and Option videos and Option magazines to learn more about this forbidden fruit. "That really got me into Japanese cars, because this didn't exist in U.S. magazines," Schaffer recalls. "It was a different world of tuning that wasn't represented in the United States. I went down a rabbit hole learning about that, but it was hard to acquire information because at that time you couldn't just pull out your phone and look it up. You had to physically hunt things." 

As Schaffer's obsession grew, he spent a summer studying in Japan and immersed himself in Japanese car culture, from meets at the iconic Daikoku Parking Area to high-speed blasts on the Wangan Expressway. When he returned inspired, Schaffer launched Bulletproof Automotive from his college dorm room, selling whatever he could import and resell. That was 24 years ago. Today, Bulletproof is one of the largest importers of authentic JDM tuning products. 

For Ryan "Rywire" Basseri, JDM represents a way to set yourself apart. "Sourcing hard to get, different from the rest parts are a massive piece of our culture," according to Basseri. He should know. Basseri revolutionized the wiring harness game with his Rywire Motorsports Electronics brand and cut down the barrier to entry that came with JDM Honda engine swaps. "JDM is the quest to change things from original; new ideas, problem-solving, different styles and the hunt for the rarest part." 

Today's connected world may take some of the shine from these once-hard-to-get parts, but it's no matter to those immersed in this quirky sub-genre. "JDM represents a culture and a way of thinking and in many respects that exists in any kind of subculture that builds an identity," says Schaffer. 

Fluency goes a long way toward gaining entry into this walled garden, as does knowing obscure engine and chassis codes and the difference between a JDM and USDM headlight of a particular model. Today, a keyword or image search can give you the answers you seek, but in those disconnected days, it was a different story. 

Controlling the Narrative

Back in the day, magazines were the driving force of information and influence. It started with the very first Turbo and High-Tech Performance magazine in July of 1985. Others, like Sport Compact Car, Super Street and Import Tuner followed. 

Stephen Papadakis believes print magazines were the ancestral link to the social-media influencers of today. "There have always been influencers; they were just profiled in magazines," he notes. "The magazines were the gateway for exposure. In some ways that was easier. If you had a cool car, an editor would meet with you for an interview and shoot some pics of your car, then they would handle the rest." 

During the import explosion of the '90s, a select few die-hards such as Myles Bautista, defied engine displacement and front-wheel-drive performance in pursuit of single-digit quarter-miles.

Papadakis knows something about influence. He, along with the late Shaun Carlson, built the first tube-frame Civic drag car, which he used to clock the world's first 9-sec. FWD quarter-mile pass. Papadakis has since aimed his Papadakis Racing arsenal at the professional drift space, where he has proven to be just as formidable with an unmatched record of four championships. 

The Gatherings 

Papadakis's move from drag racing to drifting parallels the communal shift in this culture. It's an ugly truth, but this movement was born on the streets--literally. Illegal street-race meets were the earliest events in this space. That was until Frank Choi gave Honda drag racers a legitimate place to race at his Battle of the Imports drag races. Ken Miyoshi followed soon after with his Import Showoff car shows and in 1998, Hot Import Nights turned out the lights and turned the tables on the traditional car show vibe with an after-dark experience featuring live musical acts. 

Around the time Hot Import Nights was redefining the car-show scene, Formula Drift ushered in professional drifting in 2004. Today, these Formula Drift events attract more spectators than any other experience in the tuner culture. Another shift came in 2013 when motorsports intersected with a music festival experience with the first GridLife festival that included drifting, time attack, touring car racing and a festival lineup of musical acts contained within one venue. And while some events were growing in terms of both scope and scale, the tuner culture has also experienced a hyper-localized, hyper-specialized transformation of sorts. Call it the Cars-and-Coffee effect, but casual meets and genre-specific shows have become the low-key gatherings of choice. 

"Just look at events like the Japanese Classic Car Show, RADwood and Luftgekuhlt," offered Liaw. "All have brought new enthusiasts to genres and categories that were not on their radar prior to them." 

"The more local events there are, the better," according to Schaffer. "It doesn't have to be something that's famous or something that even goes online. Just a gathering of car culture is what makes car culture car culture. If you don't gather, there is no car culture." 

Anatra shares this feeling. "For me, cars are all about the people and community. A large majority of my friends I know through cars. You can move anywhere in the world, pull up to a car show, meet or track event and make friends. I don't think they will ever be replaced, no matter how much digital connectivity or community we have to fall back on." 

Movie Rights and Wrongs 

One blockbuster in particular overshadowed all the print media and experiential events so much so that it forever changed the trajectory of the tuner culture. You already know what it is: the Fast and the Furious film franchise. And as with any mainstream adaptation of a culture, there have been highs and lows. 

Schaffer says that anything that brings awareness as an entry point to joining a community is great. "I think Fast and Furious brought awareness to a lot of people to a community that they might not have known. I think that anything that creates an entry point is fantastic." 

"This is always a weird one for me," commented Anatra. "Like everyone, I grew up watching the films and to this day can watch the first few and recite nearly every line, but I'll say they didn't shape my love for cars at all!" 

Tuner builds of all types can still be found throughout the SEMA Show year after year.

These days, the films feel more like a Hellcat commercial than anything else, yet the repercussions on the tuner landscape, both positive and negative, remain. While these films may not wield the same sort of leverage they once did, there is one trending faction that has cast a massive influence upon the space. 

The Power of Influence 

Social media and the rise of the influencer has triggered a paradigm shift in the tuner landscape, creating new avenues of content, products, marketing and, of course, merchandise. Channels like Instagram, TikTok and especially YouTube have democratized media and lowered the surrounding barriers to entry. While this is true across every facet of our lives, the automotive segment, and especially the tuner space, has not only embraced but accelerated this transformation. 

Perhaps the biggest trend in this new media order are project builds, where influencers do it all for the 'Gram, so to speak, documenting over-the-top, click-baited flex builds in great detail. YouTube abounds with Hayabusa-powered Power Wheels, exoskeleton Lamborghinis and lifted, rally-spec GT-Rs among other outlandish feats of engineering. 

"I hate content cars that are built just for clicks and don't actually work or do anything," adds Anatra. "I have much more respect for guys like [YouTuber] Jimmy Oakes [and a ton more] who build amazing cars to their likings, not just for a title or thumbnail." 

Today's Tuners  

Even more amazing is the current global automotive tuner market's $6 billion valuation. You can still find Civics and Integras on Honda/Acura showroom floors, the latter having endured a 21-year hiatus and the former Type-R variant having gained 133 hp and some 860 lb.-ft. when compared to the first-gen model. 

Are these cars the same? Yes and no. The current models are technological marvels and still very much sporting machines with incredible performance, but all this tech comes with a price and much like their hot-rod brethren, many tuner enthusiasts find that the older tuner cars offer a more rewarding, soul-stirring experience. 

Tuner culture forefathers have grown up and, for the most part, settled down, started families and built careers, but the fire still burns within. The only difference is more disposable income. When these early-era tuners want to revisit their high-school cars nowadays they can afford to be more discerning. 

This discriminating approach comes at a cost, driving up the prices of golden-era models and parts. Want proof? Consider that pristine, low-mileage fourth-gen Supras and Integra Type Rs can fetch mid-six-figure sales prices at auction. 

"There's always going to be groups of people who wish for the good old days and want a pure analog experience, and I totally respect that," says Schaffer. "I still have an E30 M3, which is pure analog. To some degree, the older the car, the more engaging and more appealing." 

Schaffer's BMW brings an interesting point to mind. Today we see domestic V8-powered drift cars, JDM wheels on Porsches and Corvettes, and even Honda's four-cylinder K-series engine in rat rods. It's all part of an easing of the rigid guidelines that define this segment and the blurring of the lines as to what qualifies as a tuner car. 

And don't think the JDM fanatics are left out of this land rush either, thanks to what's commonly known as the 25-year law that specifies that, "A motor vehicle that is at least 25 years old can be lawfully imported into the United States without regard to whether it complies with all applicable federal motor-vehicle safety standards." This has caused a surge of JDM rides to flood our market, most notably Nissan's Skyline GT-R. 

Charging Toward Tomorrow 

Looking ahead towards the horizon of not only the tuner culture but all of motoring is the inevitable onset of electrification and autonomous vehicles. And not all of us are onboard. 

"Personally, I just can't get into the EV performance scene," says Kaneko. "Sure, they exhibit a lot of torque and the performance is good. But for me it's mainly the emotional and sensory feeling of enjoyment that is lacking. I personally need to hear the roar of the engine and smell the fumes." 

Basseri believes in the potential impact of electrification having begun to put more effort into making aftermarket EV swap kits for Hondas. "Software-defined vehicles may prove to be the end of the tuner culture, or it may just be the beginning!" he exclaimed. 

"The tuning segment is so broad nowadays," said Papadakis. "Whether you have a Toyota GR86 or a Ford Raptor, when you modify it, you are 'tuning' the car. The word tuner or tuner scene is just a modern way of saying hot rod or hot rodding. In another 10 to 20 years the tuners will be the old guys and some new generation will have their own name for the modifications of their vehicles." 

It appears that the tuning culture may be all at once the successors of the hot rodders who came before us and the gatekeepers to the next generation of enthusiasts. I, for one, am all about it, while clinging dearly to my gutted '97 Civic hatch, which I will surrender when it's pried from my cold, dead fingers. 

The tuner culture has endured a tumultuous ride, but is this resurgence phoenix-like or the last flash of a dying star? 

By John Naderi

Cramming a comprehensive look at any subculture into a single article is at best a fool's errand. But I'm nothing if not foolish, so slide into your fixed-back buckets and strap into your five points, because we're taking a trip deep into the heart of the tuner culture. 

I've lived this life, as both enthusiast and insider, serving some of the most influential content makers in this scene. It's safe to say I know this space, but what I don't know is exactly what to call this perfectly imperfect movement. 

Japanese car culture or Japanese Domestic Market (JDM) both feel too exclusive by today's inclusive standards and "sport compact" sounds like a box you'd lazily check on an insurance application. And while it feels like a phrase a PR rep would toss around with reckless abandon, I'm going to refer to this space as the tuner culture. 

I'm also going to call in a lifeline by calling upon a panel of tuner iconoclasts to help with this deep dive. These innovators, record-breakers and tastemakers helped create this culture, and each of them brings a unique point of view. 

Tuner Culture's Origin Story 

Origin stories are not always as neat and tidy as the Marvel Universe would have us believe. Sometimes a tipping point is definitive, like the first-ever phone call or radioactive spider bite. Others are a bit more nebulous, like the early days of hot rodding. Can it be traced to the late '30s when those heady souls blasted across Southern California's dry lake beds in rowdy, fender-free, Flatty-powered Ford roadsters, or later still when things really gained steam on post-WWII decommissioned military runways? 

Likewise, the tuner culture's DOB is tough to pinpoint. Many will argue it also originated in SoCal, at clandestine afterhours meet-ups in spots in the late '80s. But what of the Japanese cars central to this movement? Legendary JDM tuners HKS and Mugen both opened their doors way back in 1973 and, while there's no denying this Japanese influence, for purposes of brevity, this piece will focus on the western side of the Pac Rim. 

PRI General Manager Jim Liaw has thoughts on this matter. As one of the pioneers in this space, Liaw helped develop one of the first import drag-racing series, before helping bring pro drifting stateside with his Formula Drift series. Today, Liaw is charting the future of motorsports at PRI. According to Liaw, "I think everyone has a different take on the origins of the scene depending on their age and where they lived in the country." 

Daryl Sampson echoes Liaw's geo-based sentiment. Decades ago, he worked at Paisley Automotive while helping Craig Paisley campaign his game-changing drag Supra. Today, Sampson serves as vice president of marketing at Turn 14 Distribution, one of the largest warehouse distributors in the space, but his love for import drag racing still rings true. 

"There were a lot of pioneers back in the day, but when most of us started, it was at the local street races before there was a name, category and dedicated products to cater to the cars we were building and driving," Sampson recalls. "You had Jeremy Lookofsky, Lisa Kubo, Stephen Papadakis, the late Shaun Carlson, Abel Ibarra and Myles Bautista on the West Coast. And Chris Rado, Craig [Paisley], Vinny Ten, Norris Prayoonto, Eddie Bello, Gary Gardella, and Rafael Estevez on the East Coast. Racers also came from Puerto Rico and the Caribbean to the tracks in the East and were the benchmark for small-displacement engines that made big power. These racers popularized the segment that fed the passion, and the magazines at the time helped spread the word." 

Speaking of magazines, Edward Loh was in the trenches during print's glory days, starting with Import Racer! magazine in the spring of 2000. These days he helms one of the largest automotive media companies in the world as the head of editorial at MotorTrend. Loh sees the growth of the tuner movement as a clap-back response to traditional hot rodders. 

"I think it's pretty clear that the rise in popularity of hot rodding from the post-war '40s through the '70s and '80s created the environment that fostered 'tuner culture' because what is it, if not the hot rodding of Japanese cars?" said Loh. 

"I grew up in the '80s and was in high school in the early '90s," Loh continued. "Fox-body Mustangs are having a resurgence right now, which I find sort of humorous because I hated those cars back in the day. I thought they were all sorts of lame and I have no nostalgia for them. Why? Because I was lusting after a '91 Civic." 

Originally an underground phenomenon in Japan, drifting has enjoyed a remarkable 20-year run in the United States that has seen continued popularity among import and domestic enthusiasts alike.

Loh is also quick to point a celebratory finger at Tod Kaneko, a man many regard as one of the founding fathers of the tuner nation. Kaneko worked on IndyCar, Sprint Car and Nissan race teams, spent a considerable amount of time building boost as an engineer at Garrett Turbo, and is now the R&D program manager at Mazda North America. For Kaneko, the origins of the tuner segment started while he was in high school in the '70s. 

"At that time, I was exposed primarily to domestic musclecars," he says. "However, the guys at Hunt Magnetos were also into building small-displacement, high-power four-cylinder race engines. This influenced me a lot. Especially seeing how these small engines could produce as much power as their bigger-displacement V8 counterparts." 

"The big Japanese import street-tuning scene for me seemed to ignite in the mid-'70s, and by the '80s things grew exponentially with the arrival of JDM influences here in America. Companies like HKS, TRD, GReddy, A'PEXi, Blitz, etc. all opened branches in California." 

Now that we know with a relative degree of certainty what ignited the American tuner culture, let's see what was driving it. Or, to put it another way, what were the makes and models enthusiasts drove at the start of this movement? 

Hondas… As Far as the Eye Can See 

The obvious answer is the Civic and Integra models of the early '90s. This was when the tuner culture was enjoying a period of explosive growth. Kaneko adds, "Since my friends were mostly of Japanese and of Asian-American descent, there was a natural adoption toward Japanese cars and the cultural ties that came along with it." 

But in the late '70s and early '80s the streets and meets were dominated by 510s, Z cars, Celicas and Corollas, R100s, RX-3s, RX-7s--and even Pintos, among others--as the alternatives to the musclecars of the day. 

The early '90s ushered in an almighty era of Japanese sports cars, like the third-generation Mazda RX-7, Nissan 300ZX and even the Acura NSX supercar. But the most iconic model to come from this crop of upmarket imports was the fourth-generation Toyota Supra, which rose to pop-diva status with its star turn in the Fast and the Furious. 

"Sure, the hero cars were cool, but I didn't have an NSX poster in my room, I had pictures of modded EG Civics and Mk2 GTIs," said Vin Anatra. A content creator who knows a thing or two about popularity and influence, he has been a large part of why the Hoonigan social-media platforms now boast tens of millions of followers. 

Even Anatra, as an erstwhile VW kid growing up in Long Island, New York, knew the power of the Civic, but why were these seemingly unremarkable cars so popular? A low-power FWD economy car is not first to mind when trying to build a performance alternative to a traditional hot rod or musclecar. It's inherently wrong. Just ask physics. 

And since we're asking questions, ask any Honda enthusiast why these cars are so popular and they'll tell you it's because of the plethora of aftermarket parts choices. Manufacturers will tell you the same--they make the parts because the cars are so popular. See the VTEC-shaped egg and chicken paradox? 

I have a working theory. In the mid- to late-'80s, high school parking lots were littered with third-gen Camaros and Mustangs (I know, I was there). They were the (ahem, loosely defined) musclecars of those days, and many parents were reluctant to reward their newly licensed children with one of these mischief-makers. The solution: an inexpensive, reliable, fuel-efficient economy car--in short, a Honda. As kids do, they found a way to make performance lemonade from these FWD lemons. From there, the early days of the tuner aftermarket industry began to take shape. 

JDM: The Forbidden Fruit 

In the purest automotive sense, Japanese Domestic Market, or JDM, refers to OEM models sold specifically in Japan. Some, like the Civic and Nissan 240SX were sold in Japan as well as the United States, with such differences as model trims, engines, driver position (right-hand drive versus left-hand drive), exterior lighting and much more. 

Initially, Japanese tuning products weren't considered JDM, but today, the term has been assimilated to include both OEM models and aftermarket parts. While some tuning manufacturers made it easy for U.S. enthusiasts to get Japanese-made parts, the desire to stand out from the crowd drove some discriminating tuner kids to seek out even rarer parts. 

In what was a right of passage for any early-era JDM purist, Ben Schaffer scoured the Japanese markets near his home in Arizona in search of Japanese Hot Version and Option videos and Option magazines to learn more about this forbidden fruit. "That really got me into Japanese cars, because this didn't exist in U.S. magazines," Schaffer recalls. "It was a different world of tuning that wasn't represented in the United States. I went down a rabbit hole learning about that, but it was hard to acquire information because at that time you couldn't just pull out your phone and look it up. You had to physically hunt things." 

As Schaffer's obsession grew, he spent a summer studying in Japan and immersed himself in Japanese car culture, from meets at the iconic Daikoku Parking Area to high-speed blasts on the Wangan Expressway. When he returned inspired, Schaffer launched Bulletproof Automotive from his college dorm room, selling whatever he could import and resell. That was 24 years ago. Today, Bulletproof is one of the largest importers of authentic JDM tuning products. 

For Ryan "Rywire" Basseri, JDM represents a way to set yourself apart. "Sourcing hard to get, different from the rest parts are a massive piece of our culture," according to Basseri. He should know. Basseri revolutionized the wiring harness game with his Rywire Motorsports Electronics brand and cut down the barrier to entry that came with JDM Honda engine swaps. "JDM is the quest to change things from original; new ideas, problem-solving, different styles and the hunt for the rarest part." 

Today's connected world may take some of the shine from these once-hard-to-get parts, but it's no matter to those immersed in this quirky sub-genre. "JDM represents a culture and a way of thinking and in many respects that exists in any kind of subculture that builds an identity," says Schaffer. 

Fluency goes a long way toward gaining entry into this walled garden, as does knowing obscure engine and chassis codes and the difference between a JDM and USDM headlight of a particular model. Today, a keyword or image search can give you the answers you seek, but in those disconnected days, it was a different story. 

Controlling the Narrative

Back in the day, magazines were the driving force of information and influence. It started with the very first Turbo and High-Tech Performance magazine in July of 1985. Others, like Sport Compact Car, Super Street and Import Tuner followed. 

Stephen Papadakis believes print magazines were the ancestral link to the social-media influencers of today. "There have always been influencers; they were just profiled in magazines," he notes. "The magazines were the gateway for exposure. In some ways that was easier. If you had a cool car, an editor would meet with you for an interview and shoot some pics of your car, then they would handle the rest." 

During the import explosion of the '90s, a select few die-hards such as Myles Bautista, defied engine displacement and front-wheel-drive performance in pursuit of single-digit quarter-miles.

Papadakis knows something about influence. He, along with the late Shaun Carlson, built the first tube-frame Civic drag car, which he used to clock the world's first 9-sec. FWD quarter-mile pass. Papadakis has since aimed his Papadakis Racing arsenal at the professional drift space, where he has proven to be just as formidable with an unmatched record of four championships. 

The Gatherings 

Papadakis's move from drag racing to drifting parallels the communal shift in this culture. It's an ugly truth, but this movement was born on the streets--literally. Illegal street-race meets were the earliest events in this space. That was until Frank Choi gave Honda drag racers a legitimate place to race at his Battle of the Imports drag races. Ken Miyoshi followed soon after with his Import Showoff car shows and in 1998, Hot Import Nights turned out the lights and turned the tables on the traditional car show vibe with an after-dark experience featuring live musical acts. 

Around the time Hot Import Nights was redefining the car-show scene, Formula Drift ushered in professional drifting in 2004. Today, these Formula Drift events attract more spectators than any other experience in the tuner culture. Another shift came in 2013 when motorsports intersected with a music festival experience with the first GridLife festival that included drifting, time attack, touring car racing and a festival lineup of musical acts contained within one venue. And while some events were growing in terms of both scope and scale, the tuner culture has also experienced a hyper-localized, hyper-specialized transformation of sorts. Call it the Cars-and-Coffee effect, but casual meets and genre-specific shows have become the low-key gatherings of choice. 

"Just look at events like the Japanese Classic Car Show, RADwood and Luftgekuhlt," offered Liaw. "All have brought new enthusiasts to genres and categories that were not on their radar prior to them." 

"The more local events there are, the better," according to Schaffer. "It doesn't have to be something that's famous or something that even goes online. Just a gathering of car culture is what makes car culture car culture. If you don't gather, there is no car culture." 

Anatra shares this feeling. "For me, cars are all about the people and community. A large majority of my friends I know through cars. You can move anywhere in the world, pull up to a car show, meet or track event and make friends. I don't think they will ever be replaced, no matter how much digital connectivity or community we have to fall back on." 

Movie Rights and Wrongs 

One blockbuster in particular overshadowed all the print media and experiential events so much so that it forever changed the trajectory of the tuner culture. You already know what it is: the Fast and the Furious film franchise. And as with any mainstream adaptation of a culture, there have been highs and lows. 

Schaffer says that anything that brings awareness as an entry point to joining a community is great. "I think Fast and Furious brought awareness to a lot of people to a community that they might not have known. I think that anything that creates an entry point is fantastic." 

"This is always a weird one for me," commented Anatra. "Like everyone, I grew up watching the films and to this day can watch the first few and recite nearly every line, but I'll say they didn't shape my love for cars at all!" 

Tuner builds of all types can still be found throughout the SEMA Show year after year.

These days, the films feel more like a Hellcat commercial than anything else, yet the repercussions on the tuner landscape, both positive and negative, remain. While these films may not wield the same sort of leverage they once did, there is one trending faction that has cast a massive influence upon the space. 

The Power of Influence 

Social media and the rise of the influencer has triggered a paradigm shift in the tuner landscape, creating new avenues of content, products, marketing and, of course, merchandise. Channels like Instagram, TikTok and especially YouTube have democratized media and lowered the surrounding barriers to entry. While this is true across every facet of our lives, the automotive segment, and especially the tuner space, has not only embraced but accelerated this transformation. 

Perhaps the biggest trend in this new media order are project builds, where influencers do it all for the 'Gram, so to speak, documenting over-the-top, click-baited flex builds in great detail. YouTube abounds with Hayabusa-powered Power Wheels, exoskeleton Lamborghinis and lifted, rally-spec GT-Rs among other outlandish feats of engineering. 

"I hate content cars that are built just for clicks and don't actually work or do anything," adds Anatra. "I have much more respect for guys like [YouTuber] Jimmy Oakes [and a ton more] who build amazing cars to their likings, not just for a title or thumbnail." 

Today's Tuners  

Even more amazing is the current global automotive tuner market's $6 billion valuation. You can still find Civics and Integras on Honda/Acura showroom floors, the latter having endured a 21-year hiatus and the former Type-R variant having gained 133 hp and some 860 lb.-ft. when compared to the first-gen model. 

Are these cars the same? Yes and no. The current models are technological marvels and still very much sporting machines with incredible performance, but all this tech comes with a price and much like their hot-rod brethren, many tuner enthusiasts find that the older tuner cars offer a more rewarding, soul-stirring experience. 

Tuner culture forefathers have grown up and, for the most part, settled down, started families and built careers, but the fire still burns within. The only difference is more disposable income. When these early-era tuners want to revisit their high-school cars nowadays they can afford to be more discerning. 

This discriminating approach comes at a cost, driving up the prices of golden-era models and parts. Want proof? Consider that pristine, low-mileage fourth-gen Supras and Integra Type Rs can fetch mid-six-figure sales prices at auction. 

"There's always going to be groups of people who wish for the good old days and want a pure analog experience, and I totally respect that," says Schaffer. "I still have an E30 M3, which is pure analog. To some degree, the older the car, the more engaging and more appealing." 

Schaffer's BMW brings an interesting point to mind. Today we see domestic V8-powered drift cars, JDM wheels on Porsches and Corvettes, and even Honda's four-cylinder K-series engine in rat rods. It's all part of an easing of the rigid guidelines that define this segment and the blurring of the lines as to what qualifies as a tuner car. 

And don't think the JDM fanatics are left out of this land rush either, thanks to what's commonly known as the 25-year law that specifies that, "A motor vehicle that is at least 25 years old can be lawfully imported into the United States without regard to whether it complies with all applicable federal motor-vehicle safety standards." This has caused a surge of JDM rides to flood our market, most notably Nissan's Skyline GT-R. 

Charging Toward Tomorrow 

Looking ahead towards the horizon of not only the tuner culture but all of motoring is the inevitable onset of electrification and autonomous vehicles. And not all of us are onboard. 

"Personally, I just can't get into the EV performance scene," says Kaneko. "Sure, they exhibit a lot of torque and the performance is good. But for me it's mainly the emotional and sensory feeling of enjoyment that is lacking. I personally need to hear the roar of the engine and smell the fumes." 

Basseri believes in the potential impact of electrification having begun to put more effort into making aftermarket EV swap kits for Hondas. "Software-defined vehicles may prove to be the end of the tuner culture, or it may just be the beginning!" he exclaimed. 

"The tuning segment is so broad nowadays," said Papadakis. "Whether you have a Toyota GR86 or a Ford Raptor, when you modify it, you are 'tuning' the car. The word tuner or tuner scene is just a modern way of saying hot rod or hot rodding. In another 10 to 20 years the tuners will be the old guys and some new generation will have their own name for the modifications of their vehicles." 

It appears that the tuning culture may be all at once the successors of the hot rodders who came before us and the gatekeepers to the next generation of enthusiasts. I, for one, am all about it, while clinging dearly to my gutted '97 Civic hatch, which I will surrender when it's pried from my cold, dead fingers. 

By Ashley Reyes

SEMA members have until Friday, July 19, to submit their nominations for the prestigious SEMA Industry Awards at sema.org/awards.

Comprised of Person of the Year, Manufacturer of the Year, Channel Partner of the Year, Gen-III Innovator of the Year and Content Creator of the Year, the awards honor leading companies and individuals who have made significant contributions to the specialty-equipment industry.

 

 

Ian Lehn, founder of BOOSTane, was named 2023 SEMA Person of the Year for his outstanding contributions to the automotive specialty-equipment industry over a year-long-period.

Nominations are open for:

• Person of the Year: Established to honor a person for their outstanding contributions to the automotive specialty-equipment market.  
• Manufacturer of the Year: Honors a manufacturing company for its outstanding contributions and innovations.  
• Channel Partner of the Year: Honors a sales channel partner for its outstanding service to the sales, distribution, retail and/or e-commerce channel(s) of the industry. This includes maintaining proper inventories to service its respective channel and exceeding standards in providing suppliers with input and regular communication to help their products and programs succeed.  
• Gen-III Innovator of the Year: Honors a young, entrepreneurial individual, 40 years old or younger, who is creating innovative breakthroughs within the area(s) of industry opportunities, advancement, best business practices, technology and/or trends.  
• Content Creator of the Year: Honors a content creator for their outstanding contributions to the automotive culture and for creating a positive impact with automotive enthusiasts. 

In 2023, Ian Lehn of BOOSTane was named 2023 SEMA Person of the Year for having exhibited professionalism, service, integrity and ethics that propelled the industry forward; Lehn recently spoke with SEMA News to share his reflections of receiving the prestigious honor:

"Since the SEMA Show, I've felt a sense of responsibility to live up to what I believe it means to be our industry's Person of the Year, and hopefully make all the incredible people that have been bestowed the same honor, proud. So much of who I am is thanks to the people and experiences here at SEMA and the automotive aftermarket. I want to make sure that the next group of dreamers that want to make their way in our industry have one to go to."

If you are, or know of, a deserving candidate that has enhanced the automotive specialty-equipment in extraordinary ways over the past year, submit an award nomination today to ensure your entry is considered in the award selection process.

Winners will be announced and celebrated during SEMA Show week, November 5-8, 2024. The SEMA Show Kick-Off Breakfast, held on Tuesday, November 5, will award both Channel Partner of the Year and Manufacturer of the Year. On Thursday, November 7, the SEMA Show Industry Awards Banquet will recognize Gen-III Innovator of the Year, Person of the Year and Content Creator of the Year. Entries for Best Engineered Vehicle of the Year--a SEMA Industry Award that recognizes exceptional quality of engineering on a vehicle build--will open in September. 

Visit sema.org/awards to submit your nomination before the July 19 deadline! Your participation is crucial in highlighting and celebrating the leaders and innovators who make a difference.

By SEMA News Editors

Mobile Solutions Announces MasterTech Advance Door Panel Fabrication Training

Mobile Solutions is hosting an Advanced Door Panel Fabrication Training, August 9-12, at its headquarters in Tempe, Arizona.

During the event, attendees will utilize Mobile Solutions’ comprehensive training program that will include education on CAD design automation, 3D fabrication, upholstery and automotive finishes.

The MasterTech Advanced Door Panel Fabrication Training offers in-depth examples of three real-world design projects. Participants will have the opportunity to learn directly from Bryan Schmitt and special guest, Tom Miller, automotive designer and fabricator.

For more information, visit mobilesolutions-usa.com/doorpanelclass.

Dragonfly Energy Empowers Youth With Actor Jeremy Renner and the John Lennon Educational Tour Bus

Dragonfly Energy, maker of Battle Born Batteries, spearheaded a recent collaboration that brought together innovation, music and youth to write, record and premiere an original song and music video.

Imagine: A Musical Collaboration with Jeremy Renner, is the result of two days of songwriting, recording, production, and filming and premiered at Artown, a 31-day celebration held annually in Reno, Nevada. The project was hosted by Dragonfly Energy, which supports the John Lennon Educational Tour Bus by providing Battle Born Batteries for the mobile recording studio.

Six talented children from Big Brothers Big Sisters of Northern Nevada joined the team from The John Lennon Educational Tour Bus and worked alongside actor and musician Jeremy Renner to complete the project.

To see the results of the project, click here.

By Ashley Reyes

SEMA has rolled out two new benefits for business members, offering exclusive savings on global shipping and health insurance. These benefits, available through SEMA's partnership with the Gemini Shippers Association and USI Insurance Services, grant members access to cost-effective business solutions that are tailored to their individual needs. Claim these benefits now by logging into your SEMA member portal at www.sema.org.  

Gemini Shippers Association, known for its expertise in global shipping logistics, offers custom shipping solutions, competitive rates and reliable support for international shipping needs. By simplifying and enhancing the way SEMA members handle their international ocean shipping procurement, automotive manufacturers, suppliers and vendors can further expand their global reach and boost their competitiveness.

USI Insurance Services offers cost-effective insurance solutions for individual health plans and supplemental benefits, as well as group employee benefits like medical, ancillary and disability. Additionally, SEMA members have the option to enroll in an individual-term life insurance plan that guarantees coverage for $50,000, without any medical exams or questions. For those seeking higher coverage, a simplified issue option is available for up to $250,000.

Login to your SEMA Member Portal to claim these benefits.

Questions can be directed to your dedicated SEMA Membership Team at members@sema.org or (909) 610-2030.

By SEMA News Editors

New images of the rumored Ferrari F250 have emerged, according to SEMA News sources.

Following in the footsteps of the Enzo, which debuted in 2002, and the LaFerrari in 2013, Ferrari is developing another mid-engine marvel, which is believed to be the closest thing to a Le Mans car for the road, celebrating Ferrari's victory at the endurance race last June.

Details remain scarce, and according to insiders, even the F250 name is unconfirmed. However, it's believed that this will be the first in this line not to feature a V12 engine, instead utilizing the hybridized, 'hot-vee' V6 from the Ferrari 296 GTB. With the 296 GTB producing 932 hp and the hybrid V8 Ferrari SF90 delivering 1,000 hp, it's reasonable to expect the F250 to exceed these figures. A power output of around 1,300 hp, similar to the Gran Turismo concept, is highly likely.

The F250 will stand out from 'normal' Ferraris with its extensive aerodynamics, trusted sources said, and earlier spy shots of a test mule show a car with a massive rear wing, side air vents to feed the mid-mounted engine and a hood scoop reminiscent of the F50. However, it’s unclear from the images whether any of the aero components will be adjustable, although it's likely the F250 will utilize active aero technology similar to the systems on the 296 and SF90.

It is estimated that Ferrari will manufacture around 600 units, in addition to roughly 200 Aperta or Spider variants and a few dozen track-only models.

An official reveal is expected later this year or early 2025.

By the SEMA Washington, D.C., office

The U.S. Supreme Court delivered a huge win for industries impacted by federal overreach. In its decisions in Loper Bright v. Raimondo and Relentless v. Commerce, the high Court has provided increased regulatory certainty to small businesses around the country, including specialty automotive aftermarket companies, that have been adversely impacted by federal regulatory overreach. The Court's decisions overturned what is known as the Chevron Doctrine, which adopted the principle that judges should defer to federal executive branch agencies' interpretations of their powers when the laws that Congress has written are ambiguous or have gaps so long as those interpretations are reasonable. The Court's decision affirms that agencies cannot take actions that are inconsistent with, or not supported by, the language of the laws passed by Congress. 

These precedent-setting decisions will provide opportunities to revisit a wide array of regulations that affect so much of every day life--including issues that directly impact the specialty automotive aftermarket. For the last four decades, many energy, climate, health and safety regulations have been given deferential treatment in federal courts because of the Chevron Doctrine. During this time, federal agencies expanded the scope of regulations beyond congressional intent, which has adversely impacted small businesses that drive the U.S. economy.

This decision restores the checks and balances of our system of governance and rightly places authority back where it belongs: with the elected officials in Congress who are charged with drafting federal laws. The Supreme Court's decisions on these pivotal cases will help to reign in federal regulations where the executive branch has exceeded its statutory authority. 

Questions? Contact Eric Snyder at erics@sema.org.

By the SEMA Washington, D.C., office

The U.S. Supreme Court delivered a huge win for industries impacted by federal overreach. In its decisions in Loper Bright v. Raimondo and Relentless v. Commerce, the high Court has provided increased regulatory certainty to small businesses around the country, including specialty automotive aftermarket companies, that have been adversely impacted by federal regulatory overreach. The Court's decisions overturned what is known as the Chevron Doctrine, which adopted the principle that judges should defer to federal executive branch agencies' interpretations of their powers when the laws that Congress has written are ambiguous or have gaps so long as those interpretations are reasonable. The Court's decision affirms that agencies cannot take actions that are inconsistent with, or not supported by, the language of the laws passed by Congress. 

These precedent-setting decisions will provide opportunities to revisit a wide array of regulations that affect so much of every day life--including issues that directly impact the specialty automotive aftermarket. For the last four decades, many energy, climate, health and safety regulations have been given deferential treatment in federal courts because of the Chevron Doctrine. During this time, federal agencies expanded the scope of regulations beyond congressional intent, which has adversely impacted small businesses that drive the U.S. economy.

This decision restores the checks and balances of our system of governance and rightly places authority back where it belongs: with the elected officials in Congress who are charged with drafting federal laws. The Supreme Court's decisions on these pivotal cases will help to reign in federal regulations where the executive branch has exceeded its statutory authority. 

Questions? Contact Eric Snyder at erics@sema.org.

By SEMA News Editors

Come Showtime this year, the Las Vegas Convention Center will be filled with the latest products, innovations, technology, displays and services from specialty-equipment market brands during the SEMA Show, November 5-8, Las Vegas. Exhibitors can now maximize their impact on the Show floor by entering their products, packaging and merchandising displays into the SEMA Show New Product Showcase, the top destination for media members, buyers, decision-makers and automotive professionals to source the hottest products from the Show floor in one convenient location.

Submissions for the 2024 SEMA Show New Product Showcase are now open online at SEMAshow.com/newproducts. Show organizers recommend reading the complete rules and regulations online here.

Entering the SEMA Show New Product Showcase is a no-brainer: the first entry is always free of charge and can help build brand awareness, boost booth traffic and generate quality sales leads. And if you're looking to expand to markets beyond the United States, the SEMA Show provides a platform to launch products in 140 represented countries and territories, a reach that is amplified in the New Product Showcase.

All entries are considered and eligible for a New Products Showcase award (formerly Global Media Awards), providing even more brand exposure and recognition.

The SEMA New Product Showcase awards program recognizes the importance of automotive personalization and customization throughout the world. While the industry has strong roots in the United States, the appeal of making cars and trucks fit one's lifestyle is universal. Journalists from around the world attend the SEMA Show to identify new products likely to succeed in their home countries. The participating media represent some of the industry's top magazines and the editors are amongst the most respected in the world. Judges will select 10 products that they feel will most likely succeed in their home country. Exhibitors who have products that were selected will be recognized during a special ceremony at the SEMA Show.

Enter your company's products at SEMAshow.com/newproducts today!

Exhibitors: Learn key dates and find applications and submissions, such as the SEMA Show New Product Showcase, in this year's updated Exhibitor Service Manual. The entire Exhibitor Service Manual is the official exhibitor's handbook for success, in addition to the relationships they form with their SEMA sales representative, the SEMA media team and the SEMA Show department. 

Still have questions? No problem! Contact your SEMA Show sales representative at sales@sema.org, 909-396-0289 or semashow.com/contact. Still need booth space for the 2024 SEMA Show? Get started at SEMAShow.com/buyabooth.

Keep an eye on SEMA News and semashow.com for the latest deadlines, updates and opportunities for the 2024 SEMA Show.

By SEMA News Editors

Dennis Overholser, one of the co-founders of Painless Performance Products, has retained full ownership of the Fort Worth, Texas-based company. The company offers a diverse range of wiring harnesses, EFI solutions, switch panels and more.

Painless Performance's Dennis Overholser.

Established in 1990, Painless Performance Products has been one of the cornerstones in the automotive aftermarket and motorsports industries, renowned for its solutions that simplify wiring complexities. Overholser's ownership signals a new era of focused leadership and strategic growth for the company, according to a release.

Under Overholser's leadership, Painless Performance Products is poised to expand its product offerings, enhance operational efficiencies and strengthen its position as a market leader.

"We see a bright future ahead for Painless Performance Products," Overholser said. "Our focus remains on driving innovation and meeting the evolving needs of our customers. With ownership restored, we have the agility to respond swiftly to market demands and continue our tradition of excellence."

For more information, visit painlessperformance.com.

LSI Chemical Announces Appointment of Lorenda Stalnaker, Retirement of Julie Blankenship

LSI Chemical, a division of Mt. Gilead, Ohio-based oil and fuel additive manufacturer Lubrication Specialties, has named Lorenda Stalnaker as the company's new business development manager following the retirement of Julie Blankenship.

Lorenda Stalnaker brings more than 20 years of experience to LSI Chemical.

Stalnaker brings more than 20 years of marketing experience in marketing strategy, market development, product management, brand management, public relations and advertising.

Reporting directly to LSI Chemical's Vice President of Research and Development Kevin Adams, Stalnaker will develop the strategy for growing LSI Chemical’s global partnerships and product sales, creating support materials and will represent LSI Chemical at all trade events.

For more information, visit lsichemical.com.

Ben O'Connor Joins Total Seal as Director of New Business

Ben O'Connor, an executive with extensive experience in the high-performance automotive industry, has joined Total Seal, the Phoenix, Arizona-based manufacturer of piston rings, as its new director of new business.

Ben O'Connor of Total Seal.

O'Connor previously served in various roles at Klein Engines, Bear Brake Systems, and Impact Racing.

"O'Connor's skills, vast industry experience, and contacts will be instrumental in driving the company's success," said Matt Hartford, CEO of Total Seal.

Visit totalseal.com for more information.

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Got company news? Releasing a new product? Contact editors@sema.org.