Earlier this year, we teamed up with Edmun Laurea, who has since become a regular con- tributor to HCI. Laurea is president and CEO of Opak Racing, a full-service retail, distribution and service provider of aftermarket products. Opak was founded in 1999 and has been steadily growing ever since. Today Opak represents several key Japanese manufacturers entering the U.S. market.

As we teamed up with Laurea, he began to open our eyes to what is really going on in the Japanese aftermarket and how we can best become a major part of it. This enables us to bring you more pertinent information as it happens, helping you to stay on top of recent developments.

Soon after we met Laurea, he set up meetings with Tatsura Ichishima, the well-respected director of Spoon Sports Ltd. We immediately recognized the significance and rarity of such an opportunity and we requested some time to sit down with Ichishima. Lucky for us, this motors ports leg- end was willing to share with us enough knowledge to turn our conversation into way more than an ordinary interview. Ichishima wouldn't have it any other way and neither would we.

Spoon Sports is all about business and image. It takes great pride in offering consumers only the best parts available. All of its products are used on its own race cars and as a result, they are put under extreme pressure and testing. By the time a Spoon part arrives at your doorstep, you can be assured that the product is well proven. We believe that HCI and

Spoon Sports have a lot in common. Each of us is always looking forward to the future, how we can grow and become better than before. This is a natural fit and a powerful alliance that will benefit our readers. We are excited that HCI and Opak Racing are delivering you comprehensive updates on what Spoon is cooking up, both on and off the racetrack. In future issues, we will continue to bring you the latest Spoon news and product developments.

You may also be interested in knowing that Spoon Sports is building cars for Opak to use in domestic racing. "This is just the beginning," says Laurea. In addition to Spoon, we are hooking up other major partnerships With primary Japanese companies that wish to channel their efforts in reaching tuner consumers. We are confident you Will find that HCI's new affiliations and content are unmatched by other tuner books. Read on...

HCI: What do you think about the styles and the ways that Americans build cars?
SPOON: American automobile companies have always built larger cars. They build these cars suit able for the environment and highways in American contrast with Japan, the streets are narrower and highways have limited lanes. Parking lots are meant for small compact cars. These factors often dictate the size and style of cars built today. However, recently with gas prices and environmental regulations, U.S. manufactures have designed cars with aerodynamic
enhancements and better gas mileage.

HCI: Compared to those built in Japan, how do American cars differ in craftsmanship?
SPOON: I think the Japanese pay a lot more attention to the details. It is a very competitive industry. I believe form and function must go together. Japanese quality control is very strict and Japanese consumers expect that the cars they buy meet high standards of quality. The quality is fueled by a Japanese manufacturer's principle of kaizen, which means continuing improvement. Although I also think American style and craftsmanship have improved recently. This is attributed to globalization and technology sharing.

HCI: What do you think about the way we customize our cars compared to the way that young people in Japan do theirs?
SPOON: I think there are many similarities between Japan and the U.S. in the tuner scene and how Americans build cars. However, I don't think there are many real tuning shops in the u.s. for Japanese cars. Japanese tune newer cars, but Americans tune older models. Japanese tuners are specialists (in certain cars), while in the U.S. shops tend to be more market products that are functional in general, I think less is so in the U.S. Americans have a greater emphasis in fashion for their cars.

HCI: What do you think about the JDM craze that's going on in the U.S. right now? People are crazy about JDM?
SPOON: I am not surprised about the popularity of JDM in the u.s. JDM represents quality, durability and performance. It was 10 years ago that u.s. military personnel came to Spoon to inquire about tuning instructions for Honda cars. I helped with engine overhaul and installed the engine and transmission. Basically, I showed them how to enhance the power of their cars. These people were over- whelmed by the power and acceleration of a small and inexpensive engine. I believe it was the start of a serious tuning business with Japanese cars using JDM aftermarket parts that are popular today in the U.S.

HCI: Are people in Japan USDM crazy? Are they interested in the styles that Americans have and what Americans are doing?
SPOON: Most Japanese would prefer smaller cars-inexpensive but fast and light, such as the Civic or Integra-as they are not familiar with American cars. So it is not surprising that USDM is non-existent, as evidenced in the absence of U.S. cars on the road in Japan. Besides, American cars are left-hand-side driving. Generally, however, most young Japanese like products that are "Made in America."

HCI: What do you think about drag racing in America, like a front-wheel-drive drag racing Honda Civic running low 8-second passes in a quarter mile?
SPOON: I am much more fascinated by races that require not just speed, but by races that are longer and demonstrate durability. I feel a race in general is fundamental to lots of things – art, technology and business. Weather it is drag racing or road racing, it does not matter.
HCI: If there were any car you could build for yourself, what would it be and why?
SPOON: I have built cars in different times of my life. For example, I built cars starting with '70 Honda N360, '72 S800 and then all the Civics and '00 S2000. Honda is known for their engine technology. I am building a car now, a Honda Fit using a K20A engine.

HCI: What do you see next for the whole Honda craze and popularity?
SPOON: Definitely the Honda Fit [not available in the U.S.] Spoon race this year with a Honda Fit converted to a manual transmission.

HCI: In your opinion, do you feel the tuner scene worldwide has hit its peak? Or do you see it still in its early stages and there is much more to come?
SPOON: There are still many things to do with the present. I see endless possibilities with the racing and the tuner scenes.1 don't know when it would actually peak.

HCI: Do you realize that you are an icon in the U.S. tuner scene? How does that make you feel?
SPOON: I appreciate that. My philosophy is to design products for the racing scene that are also ideal for street driving. This is why there is such a demand for Spoon products in the U.S. I believe this is an important point for our customers.

HCI: What is Spoon's plan for the U.S. market?
SPOON: We realized that we have to reorganize and revise our approach to the U.S. market. We suspended product shipment to the U.S. late last year in order to restructure our sales channel strategy. We also decided to work exclusively with a U.S. partner as our authorized distributor to help accomplish our goals for the U.S. market.

HCI: You have several companies selling your products today and many of them claim to be "authorized distributors." Can you clear up the confusion?
SPOON: Please check our URL for this: www.spoonsports.co.jp. We will try to organize it so it should not be confusing.

HCI: Do you have a plan to establish a U.S. office?
SPOON: Yes, but at a later date.

HCI: Since Spoon only focuses on Hondas, I am sure it is your biggest supporter. Describe your relationship with Honda.
SPOON: Spoon's mission is to make a car with a small, light body but strong engine and excel- lent maneuverability. This is our niche. Honda has been a key ally for providing us its engine tech- nology and management support. Spoon's visibility in this niche market helps consumers to appreciate Honda cars. Spoon is good for Honda and vice versa.

HCI: I understand you are building a new facility in Tokyo. Is this part of your support system for global expansion?
SPOON: Yes, Spoon created Type One. Its focus is customer service. Type One supports our partners in Japan and all over the world, while Spoon continues to strengthen its R&D activities. Both organizations maintain the same spirit: "We Love Racing." The synergy or our two organizations captures the essence or trust, truth and excitement in our business.

HCI: Why did you choose Opak Racing in California to help Spoon expand its presence in the U.S. market?
SPOON: As you know, doing business with Japanese companies can be very complicated. Japanese business culture requires us to behave a certain way. Edmun Laurea, the president or Opak, has done many years or work in Japan with some or the most respected companies. He understands the intricate relationship that is central to doing business in Japan. I sincerely admire Edmun, who truly under- stands the differences and the possibilities in working with companies such as Spoon. For this reason, Spoon decided to team up with Opak Racing. Our relation- ship will focus on three key areas: I) challenges of motorsports rac- ing in the U.S; 2) deliver products to the market to satisfy the demand of Spoon products; and 3) set the stage for Spoon's long- term presence in the North American market.

HCI: Mr.lchishima, we truly appreciate the time that you have given us for this interview. We're looking forward to seeing what Spoon Sports will be doing this next year not only in Japan, but in the States as well. We also anticipate the active presence that Spoon will have in the U.S. with Opak Racing.

For more information on Opak Racing or Spoon Sports, go to www.opakracing.com.