BMW fans are considered a particularly loyal community in Japan. Sporty M models in particular are often tuned, and there is no more reputable contact for this than Studie AG in Yokohama. Owner Bob Suzuki is a legend in Asia, and not just when it comes to tuning BMWs.
Bob Suzuki: The man behind Japan’s BMW tuning mecca
There is little to look forward to in Yokohama’s nondescript industrial park, and the intersections around Kishinecho are congested from morning to night. But for BMW enthusiasts, Studie AG is an automotive mecca. Here in the heart of Yokohama, Bob Suzuki has been running a tuning company that really has it all since 1995. Even the name “Studie AG” on the facade, which is reminiscent of an original BMW dealer, seems distinctly German in Japan. When you enter the double doors, you will find a workshop atmosphere that you can only find at the Nürburgring or in the north of Munich.
Everywhere you look, the logos of German tuning and accessories brands shine. A map of the Nürburgring hangs on the ceiling, and an illuminated map of the greater Munich area hangs on the wall. Welcome to Studie AG – a Bavarian oasis in the heart of the Tokyo-Yokohama metropolitan region. German license plates, well-known stickers, the impressive Nürburgring map and a variety of racing memorabilia decorate the shop like a unique automotive shrine. It even includes a gaming console with racing seats and workstations with free Wi-Fi. The entrance: “Motorway”.
The drive for performance – that is not only a blessing for BMW itself, but above all for Bob Suzuki’s company in Yokohama. “At Studie AG, we believe that the customer experience goes far beyond just working with parts,” explains friendly, smiling Bob. “It’s about creating a deep connection between our customers and their vehicles.” Thirty years ago, the Japanese car enthusiast opened his tuning workshop with the unusual name “Studie AG”. The average age of BMW enthusiasts who buy from Bob and his team is between 30 and 40 years old.
From the beginnings of the E36 to the full-fledged BMW institution
Bob Suzuki explains: “When I opened the company, there was simply nothing like it in Japan. The first cars we worked on were E36s.” But modifications to the suspension, shock absorbers, wheels and exhaust system quickly became inadequate. Customers wanted more and more special modifications and came from further and further away. Parts and contacts were initially only available to Bob Suzuki’s team in Germany. The owner of his own racing team has been traveling regularly to Germany since the mid-1990s, making detours to the BMW headquarters in Munich and then visiting his second passion: the Eifel with its winding Nürburgring.
Haruto has just parked his white BMW Z4 coupe in front of Bob Suzuki’s shop. “I come here regularly to buy parts or do work on my cars,” says Haruto, posing behind his tuned Z4 Coupe with its huge muffler. “I have six cars – including several Z4s. I just love these cars and go on trips regularly.” He quickly pulls out his smartphone and shows pictures of recent trips with other M enthusiasts.
“For me, the only place for BMW parts is Studie AG,” he says and hurries to the parts counter, where companies like Eibach, Bilstein and KW advertise their sports suspensions. Right next to it is a certificate that says that Studium AG is an official partner of the BMW tuner AC Schnitzer. A few meters away, a model workshop with a silver Z3 and a complete arsenal of tools looks like a revered automotive shrine.
Tuning as a way of life in Japan
Even though the speed on Japanese highways rarely exceeds 120 km/h, tuning has cult status here – not only at BMW, but also at the local heroes Toyota, Mitsubishi, Nissan and Mazda. However, the German brands Audi, BMW, Mercedes and Porsche enjoy an excellent reputation with their models. Tuning enthusiasts like to meet at motorway intersections, especially on weekends, to share their customized cars with like-minded people.
Brand envy? No chance! But only BMW lovers are welcome at the AG study in Yokohama. These often include tourists or Germans who are currently working in Japan, because Bob Suzuki became a cult figure not only through Instagram and social media.
Beyond the Shop: Bob Suzuki’s Favorite Roads and Racing Roots
His own racing team, Studie AG, simply increased his fame. “In my opinion, BMW’s passionate fan base in Japan is due to the match between the brand’s values and the Japanese temperament,” says Bob Suzuki. When he’s not working on one of the world’s greatest racetracks or in his workshop, he heads to the twisties about an hour and a half south. “One of my absolute favorite routes is the Hakone Turnpike,” he laughs, “a really exciting road that’s perfect for my cars. Thirteen kilometers of beautifully sweeping curves and an elevation gain of 981 meters.”
Stefan Grundhoff; press information / photos courtesy of Studie AG]
