BMW’s recent styling shift has sparked debate among enthusiasts loyal to the German automaker. While this new design language is slowly winning over some, others remain firmly opposed to it. But not Studie AG. The Japanese BMW specialist has wholeheartedly embraced the styling evolution.
For those unfamiliar, Studie, a Yokohama-based tuning shop founded in 1995, initially gained recognition as a BMW parts specialist, focusing on the latest models at any given time. Today, Studie’s operations extend across Japan, with branches in Sendai, Kobe, Fukuoka, Sapporo, Hokkaido, and Nagoya. Additionally, the company runs the official BMW racing team in Japan’s Super GT touring car championship. Suffice it to say, Studie has become a cornerstone of Japan’s BMW culture.
With its roots in motorsport, Studie caters not only to modification enthusiasts but also to purists. Each of the shop’s demo cars features varying degrees of aftermarket enhancements, but as Bob-san, the owner of Studie, explained, only about 8% of their customers opt for suspension upgrades. And even fewer choose modifications like wheels, exhausts, or performance parts.
Over the past two decades, Studie has fostered a diehard community of BMW owners in Japan, with over 1,300 shared projects documented on their owner forums.
Many BMW enthusiasts in Japan prefer to keep their cars relatively stock, perhaps a nod to the factory-delivered enjoyability and performance of modern M machines.
On this visit to Studie, Bob-san was kind enough to bring out four of the shop’s demo cars, including his own 1 of 50 3.0 CSL, one of only two in Japan – the other parked right beside it in the Studie showroom.
Alongside the 3.0 CSL, we also saw a G82 M4, a collaboration between HKS and Studie on a G80 M3, and an M3 Touring Competition – my personal favourite of the bunch.
While the 3.0 CSL remains unmodified, it stood out as the most special car of the day. The CSL pays homage to BMW’s legendary 1970s coupe and features a 6-speed manual transmission, centre-lock wheels, an active differential, and 560hp. No wonder the 50th anniversary release was an instant BMW collector’s must-have when it debuted in 2022.
But what shocked most was the 3.0 CSL’s price tag – north of US$1.5 million. That sort of coin is enough to secure almost any legendary classic or modern hypercar. It’s a pretty clear indicator of Bob-san’s deep passion for the BMW brand.
A signature touch for Studie cars is the distinctive logo sticker placed on the rear. Peeling pesky service shop stickers off is almost the first to do when getting your car back from being worked on, but you’ll find most Studie car owner keeping theirs firmly in place, a testament to their pride in being part of the Studie community.
The G82 M4 parked nearby served as the foundation for the 3.0 CSL – minus the seven-figure asking price.
On the outside, the M4 is fitted with carbon fibre accents, a rear wing, side skirts, a front grill replacement, a carbon bonnet, BBS wheels, and KW suspension.
The modifications are more than just aesthetic; they enhance the car’s road presence, making it impossible to ignore.
Inside the fully re-trimmed cabin, the M4 features a colour-matched roll cage, Recaro classic seats and an OMP steering wheel. No detail has been overlooked.
Next is the ‘HKStudie’ M3, a project combining JDM tuning methods with German engineering. Though still in its early stages, the HKS-Studie partnership has already resulted in upgraded suspension and exhaust systems.
My favourite of the group, the M3 Competition Wagon, was a stunning example of understated aggression. With an Adro front bumper and body kit, this wagon stood out without being over the top. It’s the build that reignited my passion for modern BMWs.
Under the hood, the purple theme continues with a CSF Race charge cooler intake manifold and CPM cross bracing.
Paired with BBS wheels and KW suspension, this M3 Touring exemplifies the signature Studie aesthetic – refined but always purposeful.
Where else could you see four M cars of such calibre lined up together? This is what makes Studie synonymous with BMW in Japan.
Studie’s ability to harness the best of modern BMWs and elevate them has earned the company a well-deserved reputation. And who knows? In 40 years, these might be the cars we look back on with the same reverence for today’s classics.
Alec Pender
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