Volume 04, Number 14
Business
Tokyo Concours d'Elegance
Four-wheeled works of art come to Tokyo Midtown.
by Danielle Tate-Stratton
A first of its kind in Japan, the Tokyo Concours d'Elegance event is set to bring classic cars of the highest echelon to Tokyo while at the same time emulating Concours events such as Pebble Beach in California and Villa d'Este in Italy.
Concours d'Elegance events, though without a governing body, are uniformly quality-driven events with only a few very select cars competing and exhibiting and an experience steeped with elegance to go with them. Event President Paul Goldsmith (of ELITE Corporation Japan), is confident that this event will be able to attain the variety, quality, and up-market sophistication of any of the worldwide Concours events. By using the impressive gardens at Tokyo Midtown for the car display, Goldsmith is already elevating his event to similar levels as Pebble Beach's 18th hole (“the best finishing hole in golf”) where each year cars are proudly paraded by their owners, all dressed elegantly so as to hearken back to the days when cars were a thing of beauty and having one made a statement about your social standing.
Such Concours events have been taking place for decades, but it is only with Paul's event, slated to occur October 25–27 of this year, that classic cars will be given an equal chance to shine here in Tokyo. With entry by invitation only, the Concours d'Elegance event will feature cars of the highest quality from the early 1900s to the mid-1970s. Most cars will be Japanese-owned and of a European heritage, although some cars are actually being brought to Japan, by boat or potentially plane, for the event. Cars will be invited on the basis of their historical importance, storied past, current condition, uniqueness, and other discerning factors—many of these valuable cars are considered works of art as opposed to merely a mode of transportation; a perspective the Concours events work hard to encourage.
A 17-year resident of Japan, Paul is well-equipped to deal with the unique challenges of being a foreign businessman here and says that: “in some ways, being a foreigner is an advantage—it puts me in a more neutral position, and allows me to invite people from all areas [of the car world in Japan].” Paul is no stranger to the idiosyncrasies of doing business here and therefore he “expected certain barriers—things like ‘can we move the cars around?'—simple things that in a more western country might not be such an issue but that in Japan become a bigger deal.”
As he works out these issues, Paul and his team are confidently putting together an event that is sure to shine. Not only will 30–50 cars, many ranging in value from ¥50,000,000–¥100,000,000, be entered intothe competition, but several tie-in events, from a Gala Dinner for the sponsors, to a special pre-event parade through Tokyo on the evening of the 25th will occur simultaneously. A panel of eight judges will be adhering to the standards of Villa D'Este or Pebble Beach as they look for both best in class and best in show cars, and all cars will be checked carefully for authenticity and to ensure they are in mint condition—restored to the glory of the day they were first driven off the lot. While some car enthusiasts actually restore the condition of their cars to beyond its mint condition by using paint, upholstery, or engine components of a higher quality than what was available 50 or 100 years ago, Concours d'Elegance cars are expected to be at original mint condition.
As the expected 100,000 guests visit Midtown on the day open to the public—October 27—they will also be treated to live entertainment by UK-based The Band of the Coldstream Guards, which, due to its inception over 200 years ago, is one of the oldest Military Bands in the world. As they stroll the manicured grounds of the impressive Midtown complex, enjoying a classically elegant afternoon, interested guests will also have the opportunity to enjoy five different exhibition areas showcasing the Concours cars, racing cars (as 100 years of Brooklands—the first purpose-built racetrack—is celebrated), and classic concept and museum cars.
Also planned is an homage to La Festa Miglia Mille, Japan's most prestigious classic car rally, and a display of super-luxury cars from today, such as the Bugatti Veyron or Aston Martin DBS (all will be worth over ¥30,000,000).
Although based on proven events in other countries—Pebble Beach began in 1950; Villa D'Este in 1929—Paul says that doing things for the first time, "there is a great deal of nervousness about the risk and of it not being tried and tested...you have to prove that you can do it, and then people will come.” One particular challenge unique to this event is securing sponsors willing to participate in an event where brands are mixed. For Paul, it has been “a lot of work persuading various car companies to exhibit together", as well as showing them that celebrating their heritage can, indeed, help sell the cars of today. If initial plans are any indication, his team will have no problem surmounting these challenges.
If you are a car enthusiast with a model you feel is suitable for the competition, wish to become involved with the collecting of classic cars, or otherwise wish to become involved with this event, please contact Paul Goldsmith directly at pgoldsmith@concours.jp. Those interested in the event should mark their calendars for October 27 and head to Midtown, rain or shine, to experience the elegance of these classics from a bygone age.