TOBACCO & CARS: SOCIAL JUSTICE IN THE IMPORT CAR SCENE

San Francisco, Ca (January 28th 2007)- Hip Hop music beats blaring, models hovering over customized cars that look like feats of monumental engineering, and arguments over who has more horsepower were the scene as thousands turned out at San Francisco’s Japan Town on January 28th 2007 for J’s Gathering. The event for Import Tuner enthusiasts was hosted by JDM Theory a major supplier of parts for import enthusiasts, and Project RIDE a non-profit organization working with Asian-American youth. Hundreds of customized cars of various types were on display to showcase a scene that is often under the radar.

Customized cars are not necessarily a new phenomenon especially in California, and particularly in southern California. Dating back to the 1930’s and later en mass with young males and their “Muscle Cars” of the 1950’s and 1960’s, customization of cars has a long history in this state.

The ‘Import Tuner’ or ‘Import Car’ scene has its roots in young Asian American culture beginning with Southern California kids in the late 1980’s and early 1990’s. They began to modify their Japanese brand compacts following the trend of youth in Japan. Hondas, Mitsubishi’s, and Toyota’s began to appear on the streets of California, and drag races sprang up as their predescors in the 1960’s did to showcase their cars performance.

These modifications are designed for higher performance, and include modification of the exterior body to make it more aerodynamic, and include modifications to the interiors with customized interiors that include add ons such as high end stereo systems, elaborate upholstery, new seats, television screens and other touches that make each car unique.

Showcases and events have begun to spring up and increasingly have gained in popularity. Many event promoters like JDM, HOT IMPORT NIGHTS, and others have sprung up to create venues to showcase these modified rides. Event promoters such as Hot Import Nights the largest of the car show promoters has 20 events across the US reaching over 250,000 enthusiasts. Vendors are attracted to these events to sell various products aimed at car modification. In 2002 alone according to the specialty equipment association, young import tuners spent well over two billion dollars on customization parts for their cars.

Major companies and corporations are attracted to these events to target the young, mostly male, attendees to these shows. The majorities of attendees are mostly Asian American, but increasingly include people of different ethnicities and races. Frequently, models are present to attract showgoers and to pose for photographs alongside cars.

Major corporations like Pepsi, showcase at these events, and car companies have begun to create cars aimed at this young and lucrative demographic. This has even attracted the tobacco industry, which is where groups like Project RIDE come in.

According to Tiffany Chin, project coordinator for Project RIDE, tobacco companies have targeted Asian American communities for many years. “These companies in particular have a history of targeting Asian American communities. Tobacco company documents show 15 years of marketing to Asian Americans. They have had heavy sponsorship of local community events.”

Health studies indicate a higher proportion of Asian American youth smoke than the general population. According to Ms. Chin, her studies with her organization showed this as well. “Our own studies show that higher numbers of Asian youth attendees at car shows smoked more than other ethnic groups. The correlation between the marketing and these high numbers is astonishing. There is a clear and direct link. Groups like Project RIDE are trying to protect these youth through appealing to a common denomination; heavy Asian American youth participation in the import car scene.” Hence events like the car show today where the participants all signed pledges not to accept tobacco company sponsorship.

Project RIDE’s goal is a simple one borne out of an idea not unlike what has been achieved in the world of NASCAR racing, an import car scene free of tobacco industry infiltration. The tobacco industry contends it does not market to Asian American youth in the scene only to adults who are involved in the scene. Marketing companies for tobacco companies recently, invited people to a night out at the movies in Southern California.

Project RIDE volunteers at one car event last September, observed the illegal distribution of tobacco products illegally to minors. As one Project RIDE volunteer who wished not to be named put it, “I just asked them for some of the stuff and they didn’t even check my ID or ask me if I was 18.”

The event was held at the San Mateo County Expo Center which is owned by the County of San Mateo. In our own research for this story, this type of marketing is expressly prohibited because the venue is government owned. According to another Project RIDE advocate who didn’t want to disclose his name, “Federal laws expressly prohibit this marketing so in essence a local government violated tobacco laws.”

So hence, why events like today’s car show, in which this writer is keenly aware of a scene trying to promote events free of tobacco marketing. Activism, youth, cars, and tobacco all in days work for groups like Project RIDE. They will be holding more events like these throughout the year. If you want more information visit http://www.projectride.net