Toyota’s in-house tuning specialist, Modellista, known for customizing both Toyota and Lexus models, has revealed its plans to enter the U.S. market with tailored offerings. They will make their debut at the 2023 SEMA Show in Las Vegas later this month.
Modellista’s decision to introduce its U.S. expansion at SEMA represents a significant milestone for the tuning brand as it marks its first official appearance at a major automotive event outside of Asia. During the event, the tuner will present three models: the Toyota Crown crossover, Lexus RX, and Lexus LX.
“In order to launch MODELLISTA in the United States, we will raise awareness of MODELLISTA to visitors and the US media by exhibiting a history panel for the MODELLISTA 25 anniversary and distributing a brand book, etc.” the company said in a statement.
The company said it intends to provide products tailored to the US market and local regulations, rather than importing its entire Japanese catalog. In this regard, Modellista has identified nine models that are currently being considered for North America. These include the Lexus IS, NX, RX, and LX, as well as the Toyota Corolla, Prius, Crown Crossover, Venza, and RAV4.
The tuner also emphasized its focus on “aero parts,” which aligns with its specialization in visual enhancements. In Japan, Modellista typically provides two distinct variations of body kits for each model, featuring components such as bumper extensions, side skirts, spoilers, mufflers, wheels, and other exterior trim pieces. However, it remains uncertain whether they will adopt a similar strategy in the United States.
Modellista is currently in talks with local dealers and distributors, gearing up for a comprehensive sales rollout. Further details are anticipated to be revealed later this month during the official presentation at SEMA, taking place from October 31 to November 3.