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CAR & BIKE
2025.09.05
[Interview] Naoto Fujita from FLAT4: The Value of Air-Cooled Volkswagens and How to Build a Community
For those who admire vintage air-cooled Volkswagens (hereafter referred to as air-cooled Wagons), there is no one who doesn't know the shop FLAT4. We spoke with Naoto Fujita, the president and CEO, about his vision for the future of air-cooled Wagons and the community moving forward during the "8. KLASSISCHES VW TREFFEN IN JAPAN" held in June.
Guest: Naoto Fujita (left)
Born on December 2, 1971, in Tochigi Prefecture. President and Representative Director of FLAT4. Joined FLAT4 in 1994. In 2018, inherited the position of president from the founder, Takashi Komori, who became a senior advisor founder.
Born on December 2, 1971, in Tochigi Prefecture. President and Representative Director of FLAT4. Joined FLAT4 in 1994. In 2018, inherited the position of president from the founder, Takashi Komori, who became a senior advisor founder.
Interviewer: Shin Nishise (right)
Born on July 2, 1976, in Omura City, Nagasaki Prefecture. Head of the Mobility Marketing Design Division. After working as a designer and director, joined CCC in 2009. Became a director of ABT Marketing Co., Ltd., part of the Autobacs Seven Group, in 2019 (current position). In 2022, became head of the CCC OUTDOOR LAB. Producing various community-focused events and product planning for manufacturers, centered around car life and outdoor activities.
Born on July 2, 1976, in Omura City, Nagasaki Prefecture. Head of the Mobility Marketing Design Division. After working as a designer and director, joined CCC in 2009. Became a director of ABT Marketing Co., Ltd., part of the Autobacs Seven Group, in 2019 (current position). In 2022, became head of the CCC OUTDOOR LAB. Producing various community-focused events and product planning for manufacturers, centered around car life and outdoor activities.
A student who loves American culture encounters an air-cooled Volkswagen.
Nishise Tell us about your first encounter with Mr. Fujita, air-cooled Volkswagens, and FLAT4.
Fujita I was a child with a very strong yearning for America throughout middle and high school. By the time I became a high school student, there were many American college movies of that era, and I watched them all the time. So, I decided I would go to America right after graduating high school.
I had a longing for the East Coast, so the first place I went was New Hampshire. It was a place where snow piled up so much in winter that you couldn't open the door. At first, I was commuting from the dorm to the school campus by motorcycle, but people around me told me, "You definitely can't commute in winter on a motorcycle."
Then a friend said, "I’m graduating, so I’ll sell you my car," and what came into my possession was a Volkswagen Beetle. It was a 1966 model in Bahama Blue.
When I was young, my cousin had a 1303 Super Beetle, and we would go fishing and have barbecues together almost every weekend, so I thought this was some kind of fate as well. However, I originally had no interest in cars.
Nishise Really?
Fujita Yes. I was fascinated by American culture and music, but I just happened to acquire the VW. So, to be honest, I knew where to put in gasoline, but I didn’t even know where to put in oil.
Moreover, as I drove it, it started to get worse and worse. I didn't have money, and I was thinking about what to do when I noticed that manuals were being sold at the bookstore. After seeing that manual, I thought, "Maybe I can manage this on my own?"
Nishise That's amazing!
Fujita After that, I also learned about the world of tuning, buying various parts little by little, selling them at events, and buying more with that money. I was doing that even as a student.
I had a longing for the East Coast, so the first place I went was New Hampshire. It was a place where snow piled up so much in winter that you couldn't open the door. At first, I was commuting from the dorm to the school campus by motorcycle, but people around me told me, "You definitely can't commute in winter on a motorcycle."
Then a friend said, "I’m graduating, so I’ll sell you my car," and what came into my possession was a Volkswagen Beetle. It was a 1966 model in Bahama Blue.
When I was young, my cousin had a 1303 Super Beetle, and we would go fishing and have barbecues together almost every weekend, so I thought this was some kind of fate as well. However, I originally had no interest in cars.
Nishise Really?
Fujita Yes. I was fascinated by American culture and music, but I just happened to acquire the VW. So, to be honest, I knew where to put in gasoline, but I didn’t even know where to put in oil.
Moreover, as I drove it, it started to get worse and worse. I didn't have money, and I was thinking about what to do when I noticed that manuals were being sold at the bookstore. After seeing that manual, I thought, "Maybe I can manage this on my own?"
Nishise That's amazing!
Fujita After that, I also learned about the world of tuning, buying various parts little by little, selling them at events, and buying more with that money. I was doing that even as a student.
I got connected with FLAT4 through a magazine ad
Fujita Well, it was around the time when my fourth year of university was coming to an end. I thought to myself that this situation wasn’t good; what should I do? At that moment, I happened to see an ad in a local VW magazine (hot VWs) with the contact for inquiries about the FLAT4 BRM wheels (*) being in Santa Monica, California. I thought, maybe if I call and sell myself, I could go to California? So, I made the call.
*The FLAT4 BRM wheels have been established as the standard for CAL-LOOK since FLAT4 reproduced them in 1991.
Ninese You called out of the blue? That took a lot of initiative.
Fujita At that time, emails weren’t well-developed yet, so I was suddenly told by a Japanese staff member on-site, “Please send your resume.” But I didn’t have a resume, so I quickly made an international call to my mother and asked her to send me a resume in the Japanese format. After that, I wrote my resume and sent it.
After that, we agreed to meet in California. Just then, the previous person, Mr. Komori, was also on a business trip to America, and we met—on that very day, we got along really well. However, they didn’t quite tell me the results of my job application.
During the interview, they asked, “What are you doing?”, “What do you like?”, “Well, let’s get along from now on,” and so on, but they never clearly stated whether I was hired or not. So, when I asked, “Is it a hire?” they said, “Yes, you’re hired, but when can you start working?” That’s how I entered this industry.
*The FLAT4 BRM wheels have been established as the standard for CAL-LOOK since FLAT4 reproduced them in 1991.
Ninese You called out of the blue? That took a lot of initiative.
Fujita At that time, emails weren’t well-developed yet, so I was suddenly told by a Japanese staff member on-site, “Please send your resume.” But I didn’t have a resume, so I quickly made an international call to my mother and asked her to send me a resume in the Japanese format. After that, I wrote my resume and sent it.
After that, we agreed to meet in California. Just then, the previous person, Mr. Komori, was also on a business trip to America, and we met—on that very day, we got along really well. However, they didn’t quite tell me the results of my job application.
During the interview, they asked, “What are you doing?”, “What do you like?”, “Well, let’s get along from now on,” and so on, but they never clearly stated whether I was hired or not. So, when I asked, “Is it a hire?” they said, “Yes, you’re hired, but when can you start working?” That’s how I entered this industry.
Ninese So from the start, it was a job related to the beloved air-cooled Volkswagen.<
Fujita No, after moving to California and getting hired by FLAT4, the first car I bought was a Dodge Coronet. Among my fellow tuning enthusiasts for air-cooled Volkswagens, many were muscle car owners, and I had an interest in that as well. Back then, when I drove a muscle car, the torque of the V8 was incredible, and I thought I couldn't compete with tuning Volkswagens anymore. I was at a point where I thought I’d quit tuning air-cooled Volkswagens when I joined FLAT4.
However, after working every day with air-cooled Volkswagen parts, buying and selling them, I really wanted to drive an air-cooled VW again. So, I purchased a beat-up one and restored it myself, which is the air-cooled Volkswagen I still own today.
However, after working every day with air-cooled Volkswagen parts, buying and selling them, I really wanted to drive an air-cooled VW again. So, I purchased a beat-up one and restored it myself, which is the air-cooled Volkswagen I still own today.
The stock of parts is second to none; even so, if there are parts we don’t have, we make them.
Nise When it comes to FLAT4, the abundance of air-cooled Volkswagen parts is second to none, right? They handle everything from factory parts to tuning parts and accessories.
Fujita There are various types of vintage cars, but when it comes to air-cooled Volkswagens, the availability of parts is undoubtedly superior compared to domestic classics or American cars. If someone says, “I want the rubber seal for this part of the 1950 model,” we can say, “We’ll deliver it tomorrow.”
However, since these are old cars, there are definitely some parts that are harder to come by. Thus, we decided to produce original parts, and we originally started making accessories that were difficult to obtain or extremely expensive. But it’s only specific model years that can use these, which seems a bit wasteful. It would be great if everyone could enjoy it, so we thought, let’s make adapters too. In this way, we have released many products that allow people to enjoy vintage items more easily.
We have released various items in the past, but recently there have been points where we aren’t satisfied with the quality of reproduction (reproduction) of factory parts from other manufacturers, so we thought, “Shall we make it at FLAT4 if needed?” We’re also doing those kinds of items.
Nise It’s a culture of creating what doesn’t exist.
Fujita Exactly. That’s why the value of air-cooled Volkswagens is rising. Restoring an air-cooled Volkswagen today is definitely in a much better environment compared to 20 years ago.
Nise Oh, really?
Fujita The aftermarket is much better stocked with parts now than it was 20 years ago, and the quality has also improved, so in many ways, we can still enjoy them.<
However, since these are old cars, there are definitely some parts that are harder to come by. Thus, we decided to produce original parts, and we originally started making accessories that were difficult to obtain or extremely expensive. But it’s only specific model years that can use these, which seems a bit wasteful. It would be great if everyone could enjoy it, so we thought, let’s make adapters too. In this way, we have released many products that allow people to enjoy vintage items more easily.
We have released various items in the past, but recently there have been points where we aren’t satisfied with the quality of reproduction (reproduction) of factory parts from other manufacturers, so we thought, “Shall we make it at FLAT4 if needed?” We’re also doing those kinds of items.
Nise It’s a culture of creating what doesn’t exist.
Fujita Exactly. That’s why the value of air-cooled Volkswagens is rising. Restoring an air-cooled Volkswagen today is definitely in a much better environment compared to 20 years ago.
Nise Oh, really?
Fujita The aftermarket is much better stocked with parts now than it was 20 years ago, and the quality has also improved, so in many ways, we can still enjoy them.<
The value and market for vintage air-cooled Volkswagens
Nise For users looking to enter the world of air-cooled Volkswagens, are they easy to drive?
Fujita Very easy to drive. Plus, in terms of value, it’s good too. For instance, even if you go to a dealer to buy a domestic car, it’s not that cheap. In the end, it amounts to about 3 million yen. What will its value be in 10 years?
If you paid 3 million yen for an air-cooled Volkswagen, and I asked, “How much will you buy it back for in 10 years?” it would probably be around 2 million yen. (The resale price is) a surprising world.
In that sense, it holds value, and you can continue to enjoy it. However, many people say that the market has already risen high, so I always say, “Today is the cheapest.” Tomorrow it will be even higher. That’s absolutely unshakeable.
Older individuals often tell younger owners, “What a waste,” or boast about how they bought it for something like this cheap back in the day. But younger owners don’t understand those old times, and if you consider it based on today’s value, it’s undoubtedly “today is the cheapest.”
Fujita Very easy to drive. Plus, in terms of value, it’s good too. For instance, even if you go to a dealer to buy a domestic car, it’s not that cheap. In the end, it amounts to about 3 million yen. What will its value be in 10 years?
If you paid 3 million yen for an air-cooled Volkswagen, and I asked, “How much will you buy it back for in 10 years?” it would probably be around 2 million yen. (The resale price is) a surprising world.
In that sense, it holds value, and you can continue to enjoy it. However, many people say that the market has already risen high, so I always say, “Today is the cheapest.” Tomorrow it will be even higher. That’s absolutely unshakeable.
Older individuals often tell younger owners, “What a waste,” or boast about how they bought it for something like this cheap back in the day. But younger owners don’t understand those old times, and if you consider it based on today’s value, it’s undoubtedly “today is the cheapest.”
I want to connect the world of air-cooled Volkswagens to the younger generation.
**Nise**: What kind of initiatives would you like to take in order to promote air-cooled Volkswagens in the future?
**Fujita**: Even when holding events, I think it could be fun to have age-restricted events, not just limited to specific car models, such as those for people up to 39 years old. Young people today can gather just by owning a car, regardless of whether it's an air-cooled Volkswagen or not. There is a community that connects simply by having a car to go out with, so I believe we need to introduce them to the existence of older air-cooled Volkswagens in the future. That’s really important.
**Nise**: So, you’re talking about how to cultivate new fans and the direction to take going forward?
**Fujita**: Exactly, we have to aim for that. I don’t mean to speak negatively about the market, but fundamentally, car ownership is not increasing. Everyone is getting older. However, the cars remain. If we don’t create successors from the younger generations, this culture won’t last. I want the younger generation to at least know about the existence of air-cooled Volkswagens. How can we expand on that? I think that is an important issue for FLAT4 going forward, and it’s something I consider a lot these past few years.
**Nise**: It’s a new mission.
**Fujita**: Yes, I believe having various restrictions allows like-minded people to gather. For this event, the ride height must remain stock and the wheels must also be stock. In such vintage events, if we don’t have some sort of limitation, it won’t work.
If we say that anyone can enter as long as it's up to a certain model year, we end up with modified Volkswagens participating as well. Previously, I went to what was said to be the best vintage event in the world, and I was very disappointed to see modified Volkswagens lined up together. I absolutely don’t want that to happen. Rather than just focusing on the model year, I thought we should set rules around ride height and wheels so that we could create a wonderful scene, which is why I imposed various restrictions on purpose.
Personally, I like customized air-cooled Volkswagens, but I also want to continue hosting events that have some sort of restrictions, focusing on specific car types as part of FLAT4’s commitment. However, I also think it’s perfectly fine to have neutral events that would make enthusiasts of air-cooled Volkswagens happy. I’m still exploring various ideas. But the biggest challenge is figuring out what kind of events can convey the goodness and enjoyment of air-cooled Volkswagens to the younger generation.
The reason for introducing air-cooled Volkswagens is "I want you to come to FLAT4 and try riding one."
Nise I'm curious about air-cooled Volkswagens, but if there's any message for those who can't find a chance to get started.
Fujita Hmm, I think first-time users search various things on the internet, but they might also come across bad rumors like old air-cooled Volkswagens being oily, right? But that's usually the case of ones that haven't been properly maintained. I want them to first experience a well-maintained air-cooled Volkswagen. If possible, I would suggest they consult with a Volkswagen professional shop or come to FLAT4 and try riding an air-cooled Volkswagen. Riding in a car driven by FLAT4 staff and listening to the unique sound of the air-cooled engine could help them feel its charm even just a little.
Honestly, we want to see cars, but even if someone comes to the shop saying, "I came to buy a T-shirt" or "I came to buy an American sticker," if they then say that the showcased Volkswagen looks cool and ask to see the inside, we happily offer to let them "have a seat." No matter what their purpose is, I think if they can first just visit us, a fun world will open up for them.
Nise After listening to what you just said, I feel like I might be able to take the first step.
Fujita I want to increase the number of people like that.
Nise From the perspective of manufacturing, there are things like BRM wheels that are made in-house, but you also import from abroad, right?
Fujita Yes, basically, most parts are imported.
Nise With the current weak yen, how does that affect you?
Fujita It's significant. Of course, exchange rates and tariffs also come into play. We try to absorb as much as we can here, but if that's the price in today's world market, it's unavoidable. Looking at car sale prices, compared to the price surges in Europe and the United States, vintage air-cooled Volkswagens are actually among the cheapest in Japan. As I mentioned earlier, it's quite troublesome when comparing it to prices from 20 years ago. There's always talk of prices being different in the past, but as I said earlier, today’s prices are the lowest. That will not change.
Nise That makes a lot of sense. I hope you'll continue your efforts aimed at young people.
Fujita Yes. I’m thinking of starting with some simple touring activities. Invite friends to come check out other air-cooled Volkswagens and they might think, "Wow, there are accessories like this!" Maybe events not limited to air-cooled Volkswagens could be good too. An event where we can enjoy water-cooled Volkswagens along with air-cooled ones could lead someone to say, "Air-cooled Volkswagens are stylish," prompting them to enter this world. I want to create opportunities for the younger generation to enjoy air-cooled Volkswagens by thinking broadly.
Fujita Hmm, I think first-time users search various things on the internet, but they might also come across bad rumors like old air-cooled Volkswagens being oily, right? But that's usually the case of ones that haven't been properly maintained. I want them to first experience a well-maintained air-cooled Volkswagen. If possible, I would suggest they consult with a Volkswagen professional shop or come to FLAT4 and try riding an air-cooled Volkswagen. Riding in a car driven by FLAT4 staff and listening to the unique sound of the air-cooled engine could help them feel its charm even just a little.
Honestly, we want to see cars, but even if someone comes to the shop saying, "I came to buy a T-shirt" or "I came to buy an American sticker," if they then say that the showcased Volkswagen looks cool and ask to see the inside, we happily offer to let them "have a seat." No matter what their purpose is, I think if they can first just visit us, a fun world will open up for them.
Nise After listening to what you just said, I feel like I might be able to take the first step.
Fujita I want to increase the number of people like that.
Nise From the perspective of manufacturing, there are things like BRM wheels that are made in-house, but you also import from abroad, right?
Fujita Yes, basically, most parts are imported.
Nise With the current weak yen, how does that affect you?
Fujita It's significant. Of course, exchange rates and tariffs also come into play. We try to absorb as much as we can here, but if that's the price in today's world market, it's unavoidable. Looking at car sale prices, compared to the price surges in Europe and the United States, vintage air-cooled Volkswagens are actually among the cheapest in Japan. As I mentioned earlier, it's quite troublesome when comparing it to prices from 20 years ago. There's always talk of prices being different in the past, but as I said earlier, today’s prices are the lowest. That will not change.
Nise That makes a lot of sense. I hope you'll continue your efforts aimed at young people.
Fujita Yes. I’m thinking of starting with some simple touring activities. Invite friends to come check out other air-cooled Volkswagens and they might think, "Wow, there are accessories like this!" Maybe events not limited to air-cooled Volkswagens could be good too. An event where we can enjoy water-cooled Volkswagens along with air-cooled ones could lead someone to say, "Air-cooled Volkswagens are stylish," prompting them to enter this world. I want to create opportunities for the younger generation to enjoy air-cooled Volkswagens by thinking broadly.
Events and future community building
Nise Just watching the parade run at the 8th KLASSISCHES VW TREFFEN IN JAPAN is exhilarating.
*The event took place from June 21 to 22 at Nakai Izu Winery Hills in Izu City, Shizuoka Prefecture. Over 50 entry vehicles lined up on the beautiful grass.
Fujita They're all cars that make your heart race, aren't they? The most expensive Volkswagen can cost 40 million yen, but it's not a judging event, so everyone is having fun together.
Nise Is the number 8 because it's the 8th time?
Fujita Actually, the 7th was canceled due to COVID, so this is legitimately the 7th event. However, it would seem strange to announce we're doing the 7th again after one was canceled, so we are calling this the 8th. It’s honestly been 15 years since we started this event, so this marks a kind of completion for us. We announced to everyone that this is the final event. I hope to restart it in a different form in the future.
Nise A few participants from the last one were there too.
Fujita Yes, I expressed my gratitude at the pre-event yesterday; there were about three people who have entered every time over the past 15 years. I received a lot of responses like, "I'm shocked to hear it's the last one," and "Is there any way we can do it again?" which was very appreciated.
Nise This truly is a community cultivated through the events. Thank you for today.
*The event took place from June 21 to 22 at Nakai Izu Winery Hills in Izu City, Shizuoka Prefecture. Over 50 entry vehicles lined up on the beautiful grass.
Fujita They're all cars that make your heart race, aren't they? The most expensive Volkswagen can cost 40 million yen, but it's not a judging event, so everyone is having fun together.
Nise Is the number 8 because it's the 8th time?
Fujita Actually, the 7th was canceled due to COVID, so this is legitimately the 7th event. However, it would seem strange to announce we're doing the 7th again after one was canceled, so we are calling this the 8th. It’s honestly been 15 years since we started this event, so this marks a kind of completion for us. We announced to everyone that this is the final event. I hope to restart it in a different form in the future.
Nise A few participants from the last one were there too.
Fujita Yes, I expressed my gratitude at the pre-event yesterday; there were about three people who have entered every time over the past 15 years. I received a lot of responses like, "I'm shocked to hear it's the last one," and "Is there any way we can do it again?" which was very appreciated.
Nise This truly is a community cultivated through the events. Thank you for today.
Event "VINTAGE VW FIELD 2025" entry starts from October 25 to 26.
The "VINTAGE VW FIELD 2025," a 2-day outdoor event for air-cooled vintage VW fans organized by FLAT4, will be held from October 25 to 26. Entries are now open.
The location is the same as last year, at the spacious camping area of Raku Raku Garden in Chiba City, Chiba Prefecture. Over the course of two days, VW owners will gather for a special time in a nature-rich field. This event is enjoyable not only for VW owners but also for those who want to start enjoying Volkswagens.
Entries are open until September 10. For more details, please follow the link button below.
FLAT4 Headquarters Shop (FLAT4 HONMOKU)
FLAT4 VINTAGE JUKEBOX Showroom
12-4 Honmoku Wada, Naka Ward, Yokohama City, Kanagawa Prefecture
TEL: 045-305-6900
Business Hours: (Mon-Fri) 10:00 AM - 6:00 PM, (Sat, Sun, Holidays) 10:00 AM - 7:00 PM
Regular Store Holidays: None (excluding GW/New Year holidays and event participation days)
FLAT4 VINTAGE JUKEBOX Showroom
12-4 Honmoku Wada, Naka Ward, Yokohama City, Kanagawa Prefecture
TEL: 045-305-6900
Business Hours: (Mon-Fri) 10:00 AM - 6:00 PM, (Sat, Sun, Holidays) 10:00 AM - 7:00 PM
Regular Store Holidays: None (excluding GW/New Year holidays and event participation days)
FLAT4 Fukuoka Store
1-14-11 Nishikuzuwaka, Hakata Ward, Fukuoka City, Fukuoka Prefecture
TEL: 092-473-9300
Business Hours: (Weekdays) 9:30 AM - 6:00 PM
Closed: Sundays, public holidays, and the 1st and 3rd Mondays of the month
1-14-11 Nishikuzuwaka, Hakata Ward, Fukuoka City, Fukuoka Prefecture
TEL: 092-473-9300
Business Hours: (Weekdays) 9:30 AM - 6:00 PM
Closed: Sundays, public holidays, and the 1st and 3rd Mondays of the month
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