BMW's Tokyo Auto Salon Booth Will Feature Its Biggest Grille Yet

Tokyo Auto Salon / Comments

My, what big teeth you have!

BMW is quite literally going big for the Tokyo Auto Salon (TAS) this year. The brand has shown an image of what its booth will look like for the auto show, and its centerpiece is one of BMW's most controversial decisions ever. The engorged kidney grilles found on the BMW M3 and M4 are placed front and center on the booth, with an illuminated BMW badge above.

BMW's booth will focus primarily on its M Performance parts, which the brand has been touting on numerous models, including the new M2. We've also seen them used heavily on the M3 Touring. BMW says the decision arose because it wants to "match the lifestyles of many visitors" at the Tokyo Auto Salon.

BMW 2022-2023 BMW M3 Sedan Front Bumper BMW
2022-2023 BMW M3 Sedan Front Bumper

TAS is an aftermarket show first and foremost, so BMW said it felt a display of its very own "aftermarket" parts would be far more fitting than showing off some new model. That said, a few hot new models will be there.

BMW has said that a "Japanese premier model" will be on-site, as will an M3 Competition xDrive, M240i with M Performance parts, and the BMW M4 GT3 car. The booth itself contains a stage that will host a number of events throughout the show.

The design of the booth itself is an interesting idea. BMW has faced criticism for its design, as we've all heard.

2022-2023 BMW M3 Sedan Front View Driving BMW 2022-2023 BMW M3 Sedan Headlights BMW
2022-2023 BMW M3 Sedan Front View Driving
2022-2023 BMW M3 Sedan Headlights

At CarBuzz, we've also dolled out some of that criticism. Staff have called the XM an abomination, though to be semantic that is clearly the grille of an M3 on BMW's TAS booth. Despite criticism from longtime fans of the brand, BMW says the look is here to stay. It has doubled down on its controversial styling decisions.

If you ask us, BMW is catering to a market of younger, wealthier buyers that want Lamborghini attention at BMW prices. If BMW's sales reports are any indication, that strategy is at the very least not losing BMW money. The brand continues to lean into this new aesthetic, as evidenced by the booth, and at this point, we wouldn't be surprised to see BMW drive an M3 through the grille during the show. TAS will take place from January 13-15 next year.

BMW 2022-2023 BMW M3 Sedan Front View BMW
2022-2023 BMW M3 Sedan Front View

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