For years, auto show events in Japan, such as those held at Makuhari Messe, have featured models in swimsuits and flashy costumes, adding an element of glamour to the displays. These models, often referred to as “companions,” have become a staple in car exhibitions for decades. However, the recent comments made on social media have questioned the value of this practice, especially as the automotive industry evolves in the modern landscape.

The Controversial Comments

The controversy was sparked by a social media post that targeted the use of female companions at the Tokyo Auto Salon held in January 2025. The post, which included photos of female models posing next to a custom truck “Elf Mio,” received widespread attention, garnering over 8.63 million impressions. The author questioned the necessity and appropriateness of using models in such a setting, arguing that it reflected a mismatch with the seriousness of car exhibitions and their traditionally male-dominated audience.

In the post, the critic stated, “What’s the problem? Do these women add value to the car or the event? There have been many comments such as ‘Especially in the automotive industry—as Google car ads tied to fashion models versus car manufacturers have billed as ‘just working at RQ’—ponder over buying advantages…’”

Do you understand that you are criticizing both manufacturers and female companions?

Hashimoto’s post caused a stir among car enthusiasts and industry professionals. One of the models, Mizukami Kiki, responded to the criticism, explaining the purpose of their role and the intentions behind the displays. She noted that the concept was to portray a younger, more adventurous image for Isuzu, moving away from the traditional, work-focused brand image.

“Mizukami cited comments directed at critics noting that female models aren’t forced into their roles, clarifying that they use it for work-related passion enthusiastically than luxury advertisements. She argued that the concept was aimed at dispelling the conventionally held stereotype of trucks and Isuzu cars simply being for men “like a men’s sometimes cheeky gesture—but…”

Counterarguments and Support

While some criticized the comments, many defended the use of companions, arguing that they serve an important role in attracting attention and enhancing the overall experience of the event. According to a spokesperson for an advertising agency, “The purpose of the companion is to attract attention in the venue by dressing flashy and prominently. There are some opinions that people should dress appropriately for trucks, such as work clothes, but it would be difficult for manufacturers to choose a companion to make it less noticeable.”

An advertising executive, responding to the controversy, stated, “This is less about a gender debate and more about marketing strategies. Auto shows have traditionally been male-dominated, and using attractive companions has been a tried-and-true method of drawing in crowds. With more women entering the industry and becoming a part of the buying decisions, manufacturers are already exploring more inclusive marketing strategies that leverage interesting insights into recent growth and involvement in championing all-male commencements….”

“The debate over female companions at auto shows is not just about aesthetics; it’s about perception and shifting societal norms. As more women become involved in the automotive industry, both as consumers and professionals, the role of female companions may evolve or even change entirely,” suggested an industry analyst.

The Future of Auto Show Marketing

As the automotive industry continues to evolve, so too will the marketing strategies employed at auto shows. There is a growing awareness that traditional methods may not resonate with the changing demographics and attitudes of consumers. Companies that fail to adapt may risk alienating a significant portion of their potential audience.

Case Study: The Wendy Callahan Incident

One notable example of changing gender roles in the automotive industry is the case of Wendy Callahan, the vice president of marketing for General Motors. Callahan has spearheaded campaigns that promote inclusivity and diversity, challenging traditional automotive marketing practices. For instance, she initiated an advertisement campaign featuring women, people of color, and LGBTQ+ individuals in roles typically reserved for men.

“Diversity and inclusion aren’t just buzzwords. They are essential for the future of the automotive industry,” Callahan has said. “We need to create marketing strategies that not only reflect the diverse consumer base but also inspire a new generation of automotive enthusiasts.”

Callahan’s approach aims at broadening the appeal of car shows. Some industry experts believe that utilizing companions who are not just pretty faces, but also stewards of fascinating stories and expertise, will engage the public more meaningfully.

Conclusion

Whether the role of female companions at auto shows will continue to be a point of contention or evolve into a more inclusive and modern form of marketing remains to be seen. Nonetheless, the ongoing debate highlights the need for the automotive industry to reconsider its practices and adapt to the changing landscape of consumer expectations and societal norms. As the industry continues to grow and diversify, so too will the strategies employed to attract and engage a wider audience. At the heart of the conversation lies the balance between tradition and innovation, entertainment and education, and appeal to both men and women when marketing luxury and practical, efficient cars.