sunrise co;LTD

What sunrise co;LTD does

SUNRISE Co., Ltd. (株式会社サンライズ), operating as SUNRISE Blvd., is a 90-year-old Tokyo-based automotive service company founded in 1933 as a tire shop in the shitamachi district. It has evolved into a specialized European car tuning and maintenance facility headquartered in Itabashi, Tokyo, with a secondary workshop (川口工場) in Kawaguchi, Saitama for major engine work. The company serves owners of European performance vehicles (Porsche, BMW, Mercedes-Benz, Audi, Ferrari) and select Japanese/import vehicles, offering services including suspension upgrades (KW, SACHS, BC Racing), brake systems (Brembo, DIXCEL), engine tuning, ECU remapping, custom forged wheel design, periodic inspection (shaken), and electronics retrofitting for classic cars.

The business model combines multiple revenue streams: professional tuning and maintenance services, used and specialty vehicle sales (e.g., Porsche 718 Spyder RS at ¥24.5M, BMW Z8, vintage imports), motorsports event operations (DTM Challenge, Heritage Drive, Kart Challenge at Tsukuba Circuit TC2000 with entry fees of ¥10,000–¥45,000), car rental, and a WooCommerce-based e-commerce storefront selling branded apparel and licensed Schnitzer Classic merchandise. The company operates as a private Japanese corporation with no external funding, has approximately 7 employees, and serves the Kanto region via a single physical shop plus domestic online shipping. GTM is fundamentally event-driven and direct-to-consumer, with a community-oriented motorsports events portfolio (running since 2007) that feeds service customer acquisition, supported by a content marketing blog archive spanning 2007 to 2026 and active social channels on Facebook, Instagram, and YouTube.

Name

sunrise co;LTD

Legal name

株式会社サンライズ

Website

https://sunrise-blvd.co.jp

Company type

Private

Founded year

1933

Operating status

Operating

Headcount range

1–10 employees

Short description

SUNRISE Co., Ltd. (SUNRISE Blvd.) is a 90-year-old Tokyo-based automotive tuning shop specializing in European performance vehicle service, vintage car restoration, motorsports event organization (DTM Challenge and Heritage Drive), and used car sales.

Ownership category

akta.pro rank

Product category

Automotive Tuning and Maintenance Services

NAICS

Motor Vehicle Brake System Manufacturing (336340), Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Brakes, Steering & Suspension Services (TLAKAAAC)

Keywords

• Car tuning services
• Automotive maintenance
• Motorsports events
• Used vehicle sales
• Automotive parts installation

Headquarters

HQ city

Itabashi, Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Automotive Tuning and Customization Services: Core business providing custom tuning, maintenance, suspension upgrades, brake system installations, and vehicle modifications. Services include periodic inspection (shaken), oil changes, and performance parts installation.
2. Used Car Sales: Sale of premium and collector vehicles including Porsche 718 Spyder RS, classic cars, and European imports. Vehicles are sourced, maintained, and sold directly to consumers.
3. E-commerce (Apparel and Parts): Online shop selling branded merchandise including SUNRISE Blvd. original apparel (T-shirts, hoodies), Schnitzer Classic branded items, and automotive parts through WooCommerce platform.
4. Motorsports Events: Entry fees for DTM Challenge racing events (¥35,000 per entry) and Heritage Drive track days (¥10,000 per entry) held at Tsukuba Circuit TC2000. Events include pro photography and timing.
5. Car Rental: Rental car services for customers who need vehicles while their cars are being serviced or for track day participation.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

SUNRISE Co., Ltd. (operating as SUNRISE Blvd.) is a Tokyo-based automotive tuning shop providing custom tuning, maintenance, suspension and brake upgrades, engine/ECU work, custom forged wheel fabrication, and periodic inspection (shaken) services for European and Japanese performance vehicles. The company also sells used and specialty vehicles, organizes motorsports events (DTM Challenge, Heritage Drive, Kart Challenge) at Tsukuba Circuit, offers car rental, and runs an e-commerce shop for branded apparel and parts.

Product overview

SUNRISE Blvd. is a Japanese car tuning shop and motorsports company founded in 1933 (90th anniversary) offering automotive services across four main areas: (1) Car tuning and maintenance services including suspension upgrades, brake systems, engine tuning, and periodic inspection (shaken); (2) Used and specialty vehicle sales featuring Porsche, BMW, and European performance cars; (3) Motorsports events including DTM Challenge races and Heritage Drive track days at Tsukuba Circuit; and (4) An e-commerce platform selling branded merchandise including SUNRISE Original apparel, Schnitzer Classic licensed products, and DTM Challenge event merchandise. The company also operates a car rental service and installs custom forged wheels and modern audio/connectivity systems.

Differentiator

Problem solved

Functional benefit

Products and services

• SUNRISE Blvd. Car Tuning and Maintenance Services Professional automotive tuning, customization, and maintenance services for European and Japanese vehicles, including suspension upgrades (KW, SACHS, BC Racing), brake system installations (Brembo, DIXCEL), engine tuning and ECU programming, periodic inspection (shaken), oil changes, and comprehensive vehicle maintenance. Targeted at owners of European performance vehicles and Japanese domestic cars.
• Used and Specialty Vehicle Sales Direct sales of used, classic, and high-performance vehicles including premium models such as Porsche 718 Spyder RS, BMW Z8 Roadster, Ferrari 360 Challenge Stradale, Volkswagen Beetle (1966), Lexus GX460, and imported USDM vehicles. Targeted at individual collectors and enthusiasts seeking rare or specialty vehicles.
• DTM Challenge Motorsports event series at Tsukuba Circuit inspired by 1980s-90s German Touring Car Championship (DTM), featuring class-based vintage European car races for amateur and experienced drivers. Includes free practice, qualifying, finals, podium ceremony, and professional photography. Entry fee ¥35,000.
• Heritage Drive Casual track driving event at Tsukuba Circuit TC2000 for vehicles manufactured before 1995, focused on atmosphere and camaraderie rather than competition. Includes approximately 20-minute driving sessions and professional photographer coverage. Entry fee ¥10,000.
• Sports Run Track Day Driving school/track day events at Tsukuba Circuit with timed driving sessions (20-minute session x 1 plus 15-minute sessions x 2) and time measurement. Entry fee ¥25,000.
• Kart Challenge Go-kart racing challenge events held periodically for enthusiasts to experience motorsport in an accessible format.
• SUNRISE Blvd. Car Rental Vehicle rental services including specialty and high-performance cars for customers needing vehicles while their cars are being serviced or for track day participation.
• Custom Forged Wheels Design and production of custom forged wheels using Taiwan-manufactured forgings with original designs. Installation available for various vehicle types including sports cars, luxury vehicles, classic cars, minivans, compact cars, and racing vehicles.
• Display Audio and Connectivity Installations Installation services for modern display audio systems with smartphone connectivity (CarPlay, Bluetooth audio), backup cameras, dashcams, and laser/radar detectors into classic and vintage vehicles while preserving original aesthetics.
• SUNRISE Original Apparel Original branded clothing line sold through the SUNRISE Blvd. online shop. Includes T-shirts (cotton 100%, ¥3,850), long sleeve-shirts (¥4,950), and hoodies (cotton/polyester blend, ¥15,180) in black colorway. Targeted at automotive enthusiasts expressing brand identity.
• Schnitzer Classic Merchandise Licensed Schnitzer Classic branded merchandise sold through the SUNRISE Blvd. online shop, including M3 T-shirts (¥10,780), TEAM T-shirts (¥9,790), TOURING CARS T-shirts (¥10,780), caps (¥6,380), and trucker base caps (¥6,380).
• DTM Challenge Event Merchandise DTM Challenge motorsport event branded merchandise sold through the SUNRISE Blvd. online shop, including original T-shirts in black (¥3,850) and white (¥3,850), and original hoodies (¥15,180).

Quantifiable outcome

• Successfully repaired rare right-hand drive Jeep Wrangler ABS unit by sourcing from overseas after domestic production ceased
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Snap-on (スナップオン)minorGTM or Marketing Partner · 19 September 2023Snap-on tools participated as event sponsor at DTM Challenge motorsports events, setting up booth to sell tools and equipment at special prices. Promoted torque wrenches and air gauges to participants. Also sold rare Nürburgring-exclusive merchandise at events.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Bridgestone Corporation: Major Japanese tire manufacturer and motorsports sponsor — relevant incumbent since SUNRISE traces its 1933 origins to a tire shop, and Bridgestone operates motorsports events and tire services targeting overlapping enthusiast customers in Japan.
• HKS Co., Ltd. Large Japanese aftermarket performance parts manufacturer with global distribution, offering exhausts, ECU tuning, and turbo kits — broader incumbent that supplies parts consumed by shops like SUNRISE while also competing for end customers.
• Tomei Powered Inc. Established Japanese aftermarket engine and exhaust manufacturer with motorsports heritage; comparable through engine tuning, ECU work, and motorsports community involvement that overlap with SUNRISE's tuning and event activities.

Others

• Snap-on Incorporated: Global tool and equipment manufacturer; listed as a DTM Challenge event sponsor and booth partner — comparable as an ecosystem participant supplying the tooling infrastructure that powers SUNRISE's service operations.

Direct peers

• Blitz Co., Ltd. Japanese aftermarket performance parts manufacturer and tuner (suspension, intercoolers, intakes) with motorsports heritage; comparable through suspension/coilover product line that overlaps with SUNRISE's KW/SACHS/BC Racing offerings.
• Tsuchiya Engineering (TEIN): Japanese suspension manufacturer and motorsports brand producing coilovers and dampers with strong track-day event presence — directly comparable to SUNRISE's suspension installation services (KW, SACHS, BC Racing) and motorsports event organization.
• Garage ABP: Tokyo-area independent BMW and European vehicle tuning and customization shop operating a similar service-plus-merchandise model; competes with SUNRISE for the same enthusiast owner base in Kanto.
• Studie AG: Japan-based BMW tuning specialist offering custom modifications, performance parts installation, and motorsports support — directly comparable to SUNRISE's European performance car focus on the BMW side of the product mix, with similar tuning/maintenance/event-driven business model.
• Cusco / Car Shop Frontier: Japan-based tuning shop and aftermarket parts manufacturer with motorsports event participation; operates a similar tuning-shop-plus-parts-brand structure with deep Japanese motorsports community ties.
• Top Fuel Racing Service: Japanese tuning shop specializing in European makes with parts distribution and motorsports involvement — comparable one-stop European car tuning competitor anchored in Japan.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/sunriseblvd
• YouTubeyoutube.com/@sunriseblvd.8854
• Facebookfacebook.com/sunriseblvd
• Instagraminstagram.com/sunrise_ikebukuro
• LinkedInlinkedin.com/company/sunrise-co-ltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about sunrise co;LTD