Classic Volvos are increasingly appearing on the streets of Japan

Usually they are trolls hiding under bridges. Or in this case maybe Japanese they, given that we are about to cross the outskirts of Tokyo. Either way, it’s not the kind of hangout you’d expect from the super cool Japanese kids. But when subcultures emerge, they are usually on the fringes of society, and this is no exception.

However, the body language, the way the cars are positioned – it’s the same as meeting any other car. People standing together in loose groups, pointing at certain parts of the cars, laughing and joking, wondering from a distance or leaning in for a good look. What makes this so different are the cars themselves. These are not common, highly modified or very expensive eye catchers from the brands you encounter every day.

These Volvos are not worth stopping

In fact, they are incredibly unremarkable at best. And that is exactly what it is about. In a society fueled by hostility and… shock value for Insta-reels and TokTiks, the coolest Japanese have dug in their heels and embraced the square, knitted cardigans of the automotive world: vintage Volvos.

It will come as no surprise to anyone with the slightest interest in cars that Japan is very good at car culture. For a small island, it is even more surprising that the whole area is alive with different ways of autophilia that are only found in certain parts of America, and which are inspired by the strong historical car manufacturing and the feeling that the car. has a certain represents personal freedom.

But Japan’s car culture is wider and deeper than you think; the tree of life with wheels.
The tribe has a large number, a common love of the daily car (which goes further than you and we think possible); but on the branches you will find smaller and more delicate shoots, the branches of which are becoming more fragile. And the car –area Japan has been doing very well for decades – if you can think of it, there’s probably a group of lovers.

From the enthusiasts of the group B conference era to subsidy– gang cars, vans kyusha (everything original and in the right spirit of the times) for comics the norm– racing cars. There are Shakotan-style sports cars and particularly attractive ones decorator-trucks, subways, and lots of fun for little kids in cars. And we’re not even talking about the more ‘regular’ supercar and brand-specific clubs. A group that seems very strange, at least to European eyes, are those who love retired Volvos.

Bricks or Lego block Volvo

And especially the Volvo 200 range: ‘bricks’, sedans and station wagons that you can meet on almost every middle-class road from 1974 to the early 1990s. And these are standard copies, with nothing changed or arranged. Sure, you could go for a slightly less attractive Bertone Volvo 262C, a coupe with a vinyl-covered roof, or something else with two doors from that era. But then you are really trendy again. It’s a perfectly normal situation that seems to make everyone smile. And they smile. A lot of.

In fact, the welcome the ragtag group receives is just that TopGear sent to them and he wanted to collect it in this place if necessary, not under the warmth of the heart. Laughter, hugs, fist bumps here and there, with the only bond being a love of cars. We don’t speak each other’s language, but we understand each other. A small reminder of the power of cars to bring people together.

Volvo as a good delivery car

Hirofumi Miura, Hiro to intimates, is not only the owner of a surname closely related to the car; also from Central Burger, a hip hamburger joint in Yokohama. He explains why we are here. ‘I really wanted a classic, cheap car to deliver orders. I noticed that people my age had never driven these types of cars, and there was a strange attraction to it.

It’s very versatile – a nice ’90s car that I can use to run errands or date for a long leisurely ride… They’re fun cars that fit my slow lifestyle well. Don’t drive fast, slow down, that’s the whole point.’ Hiro laughs at himself, as if the “slow lifestyle” is a quiet, secret joke – but we get the feeling that he’s doing it well.

It’s a topic that comes up frequently in conversations with these JDM Volvisti: the slow life. A kind of anti-race movement of performance and spectacle, in favor of something that has become a counter-culture, celebrating and honoring its opposite. Takehisa Nakagawa, who sells surfboards in everyday life and owns a green station wagon with a large roof rack, has the same vision as Hiro.

Why does someone choose a vintage Volvo?

‘I wanted something I could use for my work, something with character, and I got this. That rectangular thing makes it cool. Modern cars are round, all corners are rounded, right? Then this one stands out, with all its straight lines. Volvos are solid and… friendly. This one has almost become a family member. I think I’ll keep driving him forever.’

So there’s a passion here, it’s more of a familial, considered kind of car passion. Which is completely contrary to what is known in the Japanese car subculture. Of course, the Volvo 200 also has its fans in Europe and is also a kind of statement against flashy, crowded sports cars, in favor of seemingly boring concepts such as comfort, safety and practicality.

Of all the usual attention grabbers, the Volvo 240 Estate is a notable exception. Rejection of the ‘look at me’ sign translates to longing for something so ordinary that it has become strange. And that is exactly what appeals to a certain part of the young audience in Japan, who basically just prefer good product design. If a Volvo is designed to be comfortable, safe and practical, and it’s all of those things, then it’s just a great product. And good products always find their way to fans. Although sometimes it can take a while…

Standard Volvos also do not remain standard

That’s the thing about Japanese car enthusiasts, and what makes this culture so special – it’s a living organism. It changes and changes, changes and grows as tastes and trends change. From the Midnight Club road race (Famous Middo Naito Karubu of Tokyo) to all the organizing.areaand from there to personalizing and stretching the boundaries of beauty – Japan never stops.

What these Volvo fans are doing is embracing another niche, albeit one that’s much better at soothing and calming. It is not to say that the fact that the brick is not popular is the basis of its appeal in that niche. In Japan it’s good to be different. If it was that Volvos suddenly became popular in a wide circle, then early adopters maybe look for something else. But that is not so obvious; There aren’t many old Volvos to stick with.

Takumi Uchida straps his BMX bikes to the roof of his black sedan to take them to his favorite spots. He knows how to ride a bike; he jumps around on his bike with the ease of playing like a wheelchair user. And he has strong opinions about vintage Volvos and their importance.

They are not Japanese racing animals

‘They’re not very fast, which makes it easy to say, “Okay, let’s take it easy, okay?” Mine might look messy, but it’s still pretty, easy to fix and you don’t see many in Japan, so I wanted one. I actually bought this when I was looking for the cheapest car I could find. I was about to buy a Nissan Y32 Gloria, but that fell through, and then I got this one. And once you run it for a while, you want to keep it for a long time…’

Which brings us to another aspect of these Japanese’s love for Volvo: the idea that they just keep going. Naoya Tsukamoto, who took his friend’s golden sedan, is a car photographer from Tokyo. ‘I don’t know why, but Northern European culture is very popular in Japan. We love Volvos and Ikea.

Of course the Japanese think they are spoiling the balls

And the Japanese think that Volvos are very durable and strong – if you’re in an accident, you’ll live in a Volvo. There is also a word in Japanese, mottainai, which means something like ‘what a waste’. It means that it is good to keep something going. Volvo fits the spirit of the word: they just keep going, and that really appeals to many Japanese people. But they’re also gentle to ride, and that’s… friendly.”

There are those words again, ‘kindness’ and ‘kindness’. Not necessarily words that are usually associated with your car, but words that fit this context, and certainly with these people. It’s a theme, especially with that preference for ‘slow life’ and action. Old Volvos in Japan are not so much about what they are, but about what they stand for.

Safety, security, stability, practicality and sustainability. You don’t have to compete with anyone when you run a brick, because you don’t even play the same race. In a world where instant gratification and the luck of the four are king, jumping into a 1993 Volvo station wagon is like a quiet room and a back massage.

What kind of people are in the Japanese Volvo club?

But the good thing is that the people who really care about these cars are all calm and calm down that they don’t even know how cold they are. It’s not about the kind of hippies who try to make an ironic point by wearing their grandparents’ clothes and shopping at thrift stores. These people think these cars are just cool, and they don’t hit people like others think. That self-awareness, that slow confidence, is the whole essence of being cool.

It’s not about where you move, but how. Old Volvo with mount good vibes it may not be hip in the eyes of some, but once you dive into it for a while, it becomes clear that this niche may be the coolest of them all.

Also check out the video we shot of vintage Volvos in Japan.