It may be home to some of the biggest brands in the business, but this week's Tokyo motor show will have a big presence from non-Japanese car-makers.
About one out of every four world premieres in Tokyo will be by a non-Japanese car-maker. The list of foreign brands offering world debuts includes Audi, Volkswagen, and even Ferrari.
European makers want to assert their presence in the lucrative Japanese market, where Toyota is challenging their dominance at the high end. Toyota began selling Lexus luxury-brand cars in Japan at the end of August.
The cars being launched by European brands include a concept likely to be the next Audi TT, the Bugatti Veyron and a GTI version of the VW Polo.
The Audi concept, known as Shooting Brake, is a hatchback with more cargo space and is designed to broaden the TT's appeal. However, the Japanese are not to be outdone, with Lexus unveiling a concept very close to what the new LS flagship model will look like.
Meanwhile Mitsubishi is today introducing its new Outlander SUV, which goes on sale in Japan this week but will not make it to Europe until early 2007. It also likely to be the basis of two new SUVs that Mitsubishi will supply to Citroën and Peugeot starting in 2007.
Over at Mazda, there is a concept that is likely to be the next generation of RX-8 sportscar. Called the Senku it features sliding doors rather than the 'suicide' back doors in the current model. A hybrid version is also being suggested.
The petrol-electric combination that is catching on in the industry is also a feature of the Subaru stand, where its take on a hybrid SUV will be introduced.
Back with the Europeans, and VW is introducing the GTI version of its Polo supermini. With similar looks to the Golf GTI, it offers 150bhp and top speed of 216km/h. It's due on sale in the middle of next year.
Motors will have a full show report next week.