Alfa Romeo will be at the 40th Tokyo Motor Show, which opens next week, with a full model range that demonstrates the breadth and depth of the new 'Unique Alfa' programme, while the stand will be highlighted by the dramatic Alfa 8C Competizione.

The Alfa 147, 159, 159 Sportwagon, Brera and Spider will all be on show in Tokyo, each one individually 'customised' through the 'Unique Alfa' programme, which was officially launched at the 62nd Frankfurt Motor Show last month. Joining them will be an example of the limited edition (1,000 units) Alfa 147 C'N'C 21 which was created by leading fashion design Ennio Capasa, and also shown for the first time in Frankfurt. Finally, the Alfa 8C Competizione will be making its second appearance in Tokyo, and its first in full production format. Japanese deliveries of the 4.7litre V8 sports car are due to begin imminently.

The Japan Automobile Manufacturers Association organise the 40th Tokyo Motor Show 2007, which will take place at Makuhari Messe in Chiba City for 17 days from Friday, October 26 through Sunday, November 11 this year. The show will be opened to the public from Saturday, October 27, with two press days, Wednesday, October 24 and Thursday, October 25. The Special Guest Day (Opening Ceremony) will be on Friday, October 26.

This year sees a major revision to the format of Japan's biggest motor show. With the 33rd show in 1999, the Tokyo Motor Show changed its all-encompassing show format, separating it into a passenger car & motorcycle show held on odd numbered years, and a commercial vehicle show held on even numbered years. This alternating show format continued until 2005. However, starting with the 40th edition of the show this month, the Tokyo Motor Show will be renewed into a "new comprehensive biennial show" covering the whole automotive range of passenger cars, motorcycles, commercial vehicles, commercial vehicle bodies, and vehicle parts, to be held every two years.
 

The theme this year is “Catch the News, Touch the Future.” Vehicles from all over the world that provide lives with diversified joy and excitement in addition to a focus on the environment, safety and comfort will gather in Tokyo. This theme directly expresses that this show is the place to encounter exciting and thrilling vehicles, while also expressing the show organizer's wish to convey the "joy and meaning of coming to the show."

Alfa Romeo has built up a strong core following in Japan over the years, with its typical buyer being one who is passionate about cars, and very appreciating of the Italian carmaker's core values of sportiness, individuality and Italian style. Since 1997 Alfa Romeo has sold around 50,000 cars in Japan, with 3,800 of these being shifted last year. Boosted by the arrival of the new generation of models, the Alfa 159, 159 Sportwagon Brera and Spider, this year's performance has seen Alfa Romeo's sales for January-September in Japan up 5 percent year-on-year against a backdrop that has see imports shrink by 10 percent. Alfa Romeo is pushing hard to build up its presence in Japan, and it expects the next wave of new models, due in the 2009-10 period, to be well received by this market.

Alfa Romeo currently operates through a countrywide network comprising of 50 dealers and 80 outlets in Japan, with the majority of cars sold being specified by customers with Q-Tronic or Selespeed transmissions, as the Japanese new car market overwhelmingly requires cars to be fitted with automatic transmissions and petrol engines. It is also a right hand drive market.