November 16, 2012

Odaiba Festival – Tokyo Motor Week 2012 Report – Total Event Attendance reached 380,000 Visitors –

The Japan Automobile Manufacturers Association, Inc. (JAMA, Chairman: Akio Toyoda) held the “Odaiba Festival – Tokyo Motor Week 2012” for the first time, at different venues in the Tokyo Odaiba area from October 6 (Saturday) to 14 (Sunday). Events mainly took place on the three-day and two-day weekends during those dates. The objective of the festival was to increase the number of automobile and motorcycle fans, and response was excellent.

The event was held in cooperation with the Tokyo Metropolitan Government, as well as the Rinkai Fukutoshin Machizukuri (Tokyo Waterfront Community Development) Council and its key affiliated companies. Eight passenger car manufacturers and three motorcycle manufacturers that are members of JAMA, and three members of the Japan Automobile Importers Association participated, and almost 20 events were held including a roundtable discussion by top executives, a vehicle exhibit, ride experiences, a pet event, a fashion event, soapbox derby, and kids’ engineer classes. A total of 380,000 visitors came in contact with autos and motorcycles during the festival.

With event attendance reaching a total of 380,000, we significantly exceeded the target of 300,000 visitors. Further, we successfully captured excellent contact opportunities with the youth demographic (age 29 or under), with over 50% of event attendees belonging to this bracket. (Reference: Youth rate for the 42nd Tokyo Motor Show 2011 was 23.9%.) What’s more, a survey was conducted after the event, and over 85% responded, “My interest in cars grew.”

One of the Japan Automobile Manufacturers Association’s key initiatives is to communicate the dreams and fun of automobiles to many. We were able to achieve this with the “Odaiba Festival – Tokyo Motor Week 2012” and hope to link it to the 43rd Tokyo Motor Show 2013 that will be held next year from Friday, November 22 (general public days November 23 (Sat) through December 1 (Sun)) at Tokyo Big Sight.