Tokyo Supercars K.K. Company Profile

Background

Tokyo Supercars K.K. was established in 2017 by a team passionate about high-performance vehicles. The company's mission is to cultivate a community of supercar enthusiasts in Tokyo, offering them opportunities to experience driving some of the world's most renowned sports cars in a safe and enjoyable environment. Their services encompass guided driving experiences, car sharing, rentals, corporate incentives, and strategic partnerships.

Key Strategic Focus

Tokyo Supercars focuses on delivering unique automotive experiences through:

Guided Self-Drive Experiences: Offering tours that allow clients to drive supercars through Tokyo's iconic landmarks, mountain regions like Hakone, and attend car meets at locations such as Daikoku Parking Area.

Car Sharing and Rentals: Providing access to a fleet of over 40 supercars, including brands like Lamborghini, Ferrari, Rolls-Royce, Aston Martin, and McLaren.

Corporate Incentives and Partnerships: Collaborating with luxury brands and corporate clients to offer bespoke experiences and events.

Financials and Funding

At its inception, Tokyo Supercars secured approximately $500,000 USD in initial capital. The company initially owned eight fully financed cars, leading to high fixed costs. To address this, they pivoted to a car-sharing platform model, reducing fixed costs and adopting a variable cost structure by sharing revenue with individual car owners per booking.

Service Development

Tokyo Supercars offers a range of services designed to provide clients with unparalleled automotive experiences:

Guided Self-Drive Experiences: Clients can drive supercars through Tokyo's landmarks, mountain regions like Hakone, and attend car meets at locations such as Daikoku Parking Area.

Car Sharing and Rentals: Access to a diverse fleet of over 40 supercars, including Lamborghini, Ferrari, Rolls-Royce, Aston Martin, and McLaren.

Corporate Incentives and Partnerships: Tailored experiences and events in collaboration with luxury brands and corporate clients.

Technological Platform and Innovation

The company transitioned from a traditional car rental model to a car-sharing platform, allowing for scalability and reduced fixed costs. This model enables revenue sharing with individual car owners, creating a variable cost structure.

Leadership Team

The leadership team at Tokyo Supercars includes:

Marko Jeremic: Serving as the General Manager, Marko has been instrumental in the company's operations and growth.

Competitor Profile

Market Insights and Dynamics

Japan has witnessed a surge in supercar sales, with new registrations of automobiles costing more than ¥20 million rising 64% to 5,462 vehicles in the first ten months of 2022 compared to the same period in the previous year. This growth is driven by pent-up demand from wealthy buyers post-COVID-19 restrictions and the perception of supercars as valuable investments amid a weakening yen and rising used-car prices.

Competitor Analysis

Key competitors in the Japanese supercar experience market include:

Fun2Drive: Offers JDM sports car driving experiences near Tokyo, with a fleet that includes various Nissan GT-R models, NSX, AE86, RX7, and supercars like Porsche, Ferrari, and Lamborghini.

Japan Motor: Specializes in exporting Japanese used vehicles, including JDM used cars sourced from dealerships and auctions.

Loperaio: An import used car specialty store selling brands like Mercedes-Benz, AMG, Porsche, Audi, BMW, Alpina, Maserati, Ferrari, Bentley, Rolls-Royce, and Aston Martin.

Car Rental Tokyo: Provides rental services for vehicles like the Honda Civic Type R.

Omoren: Offers rental services for open cars and sports cars, including luxury and foreign cars.

These competitors provide various services ranging from driving experiences to car exports and rentals, contributing to a dynamic and competitive market landscape.

Strategic Collaborations and Partnerships

Tokyo Supercars has established significant partnerships to enhance its market position:

Luxury Card: Offers exclusive privileges to Luxury Card members, including discounted supercar driving experiences and car-sharing services.

Destination Asia Japan: Collaborated to provide high-octane experiences for M&I clients, offering drives through Tokyo at night and custom plans for larger corporate events.

Operational Insights

The shift to a car-sharing platform model has allowed Tokyo Supercars to reduce fixed costs and scale operations effectively. Strategic partnerships have been crucial in building brand credibility, especially in the luxury segment. The implementation of a concierge service ensures smooth communication between car owners and users, enhancing the overall customer experience.