About ten years ago, discussing customization with a major manufacturer was almost heretical. Over time, car manufacturers have increasingly taken an interest in the phenomenon and have become involved. Without using the word “tuning,” Peugeot, BMW, and others willingly communicate about their accessory catalogs. The era of tuners holding a monopoly is indeed over.
Worse yet, major global manufacturers are using the same tricks as the specialists. They boldly adopt garish colors on their vehicles, huge rims, and lowered spoilers. In short, they are letting loose! At the last Paris motor show, Seat displayed a particularly sharp Léon Cupra R WTCC look at its stand, thanks to the brand’s accessory catalog. With baleen-like air intakes, faux carbon-look air extractors, and generously-sized oval exhaust pipes, the stylish Spanish compact managed to leave many tuners at the event speechless. That the VW group, known for its reliability, occasionally ventures into marketing an extraordinary vehicle (like the Golf R32) is almost revolutionary!
But if there is one nation that leads the way in car tuning, it is Japan. The Japanese love eccentric cars and they make it known. For instance, at Suzuki, the cute little Swift city car had transformed into a true show car for the Essen show. The vehicle, dressed in a splendid matte black coat, had been fitted with scissor doors. Who would have predicted the “generalization” of Lamborghini-type doors on official prototypes, 27 years after the presentation of the legendary Countach? The daring choice by a mainstream manufacturer to transform its flagship model to such an extent demonstrates the impact of customization on mainstream models.
It is clear that the tuning phenomenon is now taken seriously by major automotive groups. Even the most “respectable” and luxurious brands are getting involved. For example, Audi has its own S-Line collection including steering wheels, rims, body parts, side skirts, gear knobs, etc. BMW still has an options catalog as long as a never-ending day. Bavarian habit! The propeller brand offers so many accessories that it is almost possible to buy a Series 1 for the price of an M3! The trend does not seem likely to reverse.
All that remains is for tuning to gain legitimacy in order to reach a wider audience. For instance, in this environmentally correct era, it would probably be appropriate to customize hybrid or electric cars. Enthusiasts take note.
