BMW’s recent styling change has sparked debate among enthusiasts loyal to the German automaker. While this new design language is slowly winning over some, others remain fiercely opposed to it. But not Study AG. The Japanese BMW specialist has wholeheartedly embraced the styling evolution.
For those unfamiliar, Studie, a Yokohama-based tuning shop founded in 1995, initially gained recognition as a BMW parts specialist, focusing on the latest models at all times. Today, Studie’s activities extend throughout Japan, with offices in Sendai, Kobe, Fukuoka, Sapporo, Hokkaido and Nagoya. In addition, the company manages the official BMW racing team in the Japanese Super GT touring car championship. Suffice to say, study has become a cornerstone of Japanese BMW culture.
With its roots in motorsport, Studie focuses not only on modification enthusiasts, but also on purists. Each of the store’s demo cars features varying degrees of aftermarket enhancements, but as Studie’s owner Bob-san explained, only about 8% of their customers opt for suspension upgrades. And even fewer opt for modifications such as wheels, exhausts or performance parts.
Over the past twenty years, Studie has built a diehard community of BMW owners in Japan, with more than 1,300 shared projects documented on their owner forums.
Many BMW enthusiasts in Japan prefer to keep their cars relatively stock, perhaps a nod to the factory-delivered fun and performance of modern M machines.
During this visit to Studie, Bob-san was kind enough to bring out four demo cars from the shop, including his own 1 of 50 3.0 CSL, one of only two in Japan – the other was parked right next to it in the Studie -showroom.
In addition to the 3.0 CSL, we also saw a G82 M4, a collaboration between HKS and Studie on a G80 M3, and an M3 Touring Competition – my personal favorite of the bunch.
Although the 3.0 CSL remains unchanged, it stood out as the most special car of the day. The CSL pays tribute to BMW’s legendary coupe from the 1970s and features a six-speed manual transmission, center lock wheels, an active differential and 560 horsepower. No wonder the 50th anniversary release was an instant must-have for BMW collectors when it debuted in 2022.
But what was most shocking was the price tag of the 3.0 CSL – over $1.5 million. That kind of coin is enough to secure virtually any legendary classic or modern hypercar. It’s a pretty clear indication of Bob-san’s deep passion for the BMW brand.
Characteristic of Study cars is the striking logo sticker on the back. Removing pesky service work stickers is almost the first step you have to do when you get your car back from a service, but you’ll find that most Studie car owners keep the stickers firmly in place, a testament to their pride in being part creating the Study Community.
The G82 M4 parked nearby served as the basis for the 3.0 CSL – minus the seven-figure asking price.
On the outside, the M4 features carbon fiber accents, a rear wing, side skirts, a front grille replacement, a carbon fiber hood, BBS wheels and KW suspension.
The adjustments are more than just aesthetic; they enhance the car’s presence on the road, making it impossible to ignore.
Inside the completely retrimmed cabin, the M4 features a color-matched roll cage, classic Recaro seats and an OMP steering wheel. No detail has been overlooked.
Next up is the ‘HKStudie’ M3, a project that combines JDM tuning methods with German engineering. Although the partnership between HKS and Studie is still in its early stages, it has already resulted in improved suspension and exhaust systems.
My favorite of the group, the M3 Competition Wagon, was a wonderful example of understated aggression. With an Adro front bumper and body kit, this car stood out without being exaggerated. It’s the construction that reignited my passion for modern BMWs.
Under the hood, the purple theme continues with a CSF race charge cooler intake manifold and CPM cross bracing.
Combined with BBS wheels and KW suspension, this M3 Touring exemplifies the signature Studie aesthetic: refined but always purposeful.
Where else can you see four M cars of this caliber standing next to each other? This is what makes Studie synonymous with BMW in Japan.
Study’s ability to take the best of modern BMWs and take them to the next level has earned the company a well-deserved reputation. And who knows? In 40 years, these may be the cars we look back on with the same reverence as today’s classics.
Alec Pender
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