BMW fans in Japan are notoriously loyal. The sporty M models are often given fine-tuning, and there is no more renowned destination than Studie AG in Yokohama. Owner Bob Suzuki is a legend throughout Asia, and not just for tuning BMWs.
The nondescript industrial park in Yokohama doesn’t have much charm and the intersections around Kishinechō are clogged from morning to night. For BMW enthusiasts, however, Studie AG is an automotive mecca. Bob Suzuki has been running a high-performance tuning company here in the heart of the city since 1995. Even the name on the facade, “Studie AG”, in the style of an official BMW dealer, seems distinctly German in Japan. Step through the double doors and find a workshop that you would expect at the Nürburgring or, as it were, in the north of Munich. Everywhere you look you can see logos of German tuning and accessories brands. A map of the Nürburgring hangs on the ceiling, and an illuminated map of the greater Munich area shines on the wall. Welcome to Studie AG: a Bavarian oasis in the metropolis of Tokyo-Yokohama. German license plates, familiar stickers, the impressive ring card and racing memorabilia make the store a unique shrine. There’s even a gaming facility with racing seats and workstations with free WiFi. The entrance sign says: “Motorway”.
Japan’s hunger for performance benefits BMW and Bob Suzuki’s company in particular. “We at Studie AG believe that the customer experience goes far beyond just installing parts,” says the ever-smiling Bob. “It’s about creating a deep connection between our customers and their cars.” Thirty years ago, the Japanese petrolhead opened his shop with the strange name. The typical customer age is between 30 and 40 years old. “When I first opened, there was nothing like it in Japan,” Bob remembers. “Our first cars were E36s.” Suspension, dampers, wheels and exhaust were soon no longer sufficient. Customers wanted more bespoke work and traveled further to get it. Parts and contacts initially only came from Germany. Since the mid-1990s, the team owner has regularly visited BMW in Munich before dedicating himself to his second passion: the Eifel and the winding Nürburgring.
Haruto has just parked his white Z4 coupe outside. “I often come here to get spare parts or to work on my cars,” he says, posing in front of the huge rear silencer of his tuned Z4. “I have six cars, including several Z4s. I love them and drive them often.” He pulls out his phone and scrolls through photos from recent trips with other M owners.
“When it comes to BMW parts, it’s Studie AG or nothing,” he adds, hurrying to the counter where Eibach, Bilstein and KW are advertising their sports suspensions. Next to it hangs a certificate confirming Studie AG as an official AC Schnitzer partner. A few steps away, a model building corner with a silver Z3 and a tool wall looks like a mini temple to the brand.
Speeds of more than 120 km/h are rarely reached on Japanese highways, but tuning still has cult status here. It’s not just BMW: local heroes Toyota, Mitsubishi, Nissan and Mazda play a big role, while Audi, BMW, Mercedes and Porsche enjoy a good reputation. On weekends, enthusiasts gather at highway interchanges to share their customized cars. Brand envy? Not here. In the AG study, however, it is BMW-only. Tourists and Germans working in Japan also often come by. Bob’s fame isn’t just based on social media brilliance: his own Studie AG racing team has given the legend a new boost. “BMW’s passionate following in Japan is based on the alignment of brand values with the Japanese temperament,” he says. When he’s not at a world-class racetrack or in the workshop, he heads to the twisty towns an hour and a half south. “One of my absolute favorite routes is the Hakone Turnpike,” he grins. “Thirteen kilometers of wonderful sweepers and 981 meters of altitude. Perfect for my cars.”
