Chevrolet Gets an E for Effort at the Tokyo Auto Salon
Chevrolet cars aren’t exactly a hit over in Japan, and based on the brand’s Tokyo Auto Salon presence, it’s not hard to see why.
Regardless, Chevy is at the major aftermarket expo looking to promote the bowtie-brand with three models styled like SEMA Show rejects. Looking to cover all its bases, Chevrolet brought along a Sonic compact, Camaro sports car and Captiva SUV.
SEE ALSO: 2013 Tokyo Auto Salon Coverage
The Camaro was light on modifications, sporting a set of custom wheels from Giovanna. We would have expected the Camaro to have been the star of the booth, but it appears that the Sonic was the most heavily modified with a “Street Icon” theme of red and black. Meant to appeal to the “street generation” the American automaker focused on skateboarding and other alternative sports at the booth.
The Captiva on the other hand, showed off the utility of the model with 20-inch wheels and a roof-mounted bike rack. One thing was disappointingly obvious: It’s been a while since Chevrolet has been out to Tokyo. Blasting Katy Perry at the booth while having workers jump around and dance picked up more awkward glances than the automaker would have probably liked.
GALLERY: Chevrolet at 2013 Tokyo Auto Salon
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Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at AutoGuide.com saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.
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