AIT + D1: How It Sparks a New Engine for Automotive Modification Development

Every October, Dongguan, China — this central city of the Greater Bay Area and the birthplace of automotive modification in China—hosts a highlight moment for the modification industry. Here takes place one of the largest automotive modification exhibitions in the second half of the year: AIT; and at the same time, the world’s most influential drifting competition: D1. Professionals and enthusiasts from both inside and outside the modification community gather here from around the world.

AIT is the longest-running professional automotive modification exhibition in China. It is also one of the most innovation-driven shows in the industry, guided by the philosophy of delivering the most practical and results-oriented exhibition.

This is made possible by a bold industry innovation: hosting the world-class D1 Grand Prix drifting competition alongside the globally recognized AIT automotive modification exhibition, at the same time and in the same location.

This is not simply an “event plus event” combination, but a profound “chemical reaction” within the automotive modification industry. It injects continuous and powerful momentum into the development of China’s automotive culture and the transformation and upgrading of the modification industry across multiple dimensions.

• For car enthusiasts, this is an “immersive” automotive culture experience.

A world-class drifting competition is right at their doorstep. Car fans in the Greater Bay Area can easily reach the venue by driving, high-speed rail, or metro. They can experience the speed of racing up close, witness the drivers’ extraordinary skills, and gain a direct understanding of the relationship between vehicle performance and modification technology—rather than viewing it only through distant, televised images.

The intense competition on the track and the performance of products installed on the race cars are showcased through on-track racing and booth displays, allowing audiences to see them firsthand. This is authentic advertising for modification brands in real conditions.

Seeing is believing, and being on site makes it real. Through the event, audiences can smell the burning rubber, watch thrilling performances, meet their favorite drivers, admire dream cars, and engage in interactions and feedback with fellow car enthusiasts. All of this helps spark greater interest and recognition of motorsport and modification culture. It builds bridges, lays the foundation, and serves as a catalyst for automotive culture to move from niche communities toward a broader public audience.

• For the modification market, this creates an ideal scenario for demand activation.

Spectators are impressed by the striking visuals and powerful performance of drifting cars on the track, and then can immediately head into the AIT exhibition hall to see, and even physically experience, the same technologies or identical products.

From high-performance tires, suspension systems, and braking systems, to reinforced engine components, aerodynamic kits, and racing gear…

On-site enthusiasm is quickly sparked by interest and translated into a concrete understanding of product functions and brands. This effectively accelerates and strengthens consumer demand, injecting direct momentum into the expansion of the modification market.

• For exhibitors, this delivers a dual boost of “precise exposure” and “effective conversion.”

At AIT, where the exhibition and competition take place together, many exhibitors are actually the original suppliers of modification systems or components used in D1 race cars.

Their participation no longer requires extensive explanations of product advantages—because the products are already installed on race cars and display vehicles. They are visible, operational, and demonstrable. The ultimate performance on the track serves as the strongest proof of product quality and capability.

During the previous edition of AIT, the official D1 competition held concurrently attracted 55,000 spectators to the venue, generated over 1 billion online impressions, and reached 20,000 concurrent viewers during the D1 livestream. Driven by the synergy between the exhibition and the competition, 1,353 domestic and international professional and lifestyle modification brands participated, including 166 international brands, marking a 21% year-on-year increase. The participation of globally renowned brands further promoted the high-level development of AIT.

Visitors arriving at the booths—including professional buyers—are often potential customers who have already been “educated” by the D1 track experience. They come with clear interests and strong intentions for cooperation.

At this point, the booth is no longer just a static display area, but an extension of dynamic technical capability and performance. As a result, brand communication becomes far more effective, and the success rate of business negotiations increases significantly.

• For distributors, modification shops, and automotive service providers, this is both a “source hub” and an “industry classroom.”

Here, distributors, service providers, and retail shops can connect with the latest products, technologies, and trends from both domestic and international markets in one place. Through exchanges with top drifting teams and technical experts, they can also learn cutting-edge modification solutions, tuning data, and real-world experience.

At AIT, where the exhibition and competition are integrated, shop owners, managers, technicians, and purchasing teams can discover promising new products, find reliable suppliers, and directly optimize their sourcing and business operations.

At the same time, while visiting the exhibition, watching the races, and selecting products, they gain valuable opportunities to improve their technical expertise and service capabilities—giving them greater confidence and stronger solutions for serving local customers after returning to their markets.

At the previous AIT exhibition, 1,813 new products made their annual debut, first showcase, or first exhibition appearance, representing a 9.1% year-on-year increase. The proportion of international brands launching new products in China for the first time also rose by 26.2% year-on-year.

International brands presenting new products included ALCON, AP Racing, Öhlins, HKS, TEIN, DIXCEL, JAOS, HARDRACE, Continental, CUSCO, HRE, RECARO, AK, SSR, AMSOIL, and FERODO, highlighting AIT’s growing international influence.

Domestic brands launching annual new products included CMST, EDDYSTAR, RSS, TEI, YOFER, FECCR, MOTVE, BUB, RF RACING, magicair, FEELAIR, SM, KM, BLOX, INSPEED, FACEWHEELS, Boder, Jinbo, Shite, Cerui, Jujiu, Lishuang, Qiaozhuo, Sailun, Haoma, Mingan International, and Jinfengchi. The continuous progress of domestic modification brands has significantly narrowed the technological gap between local manufacturers and internationally renowned brands.

The integration of the D1 Grand Prix drifting competition with the AIT modification exhibition has created a complete ecosystem—from cultural experience to consumer decision-making, and from technology showcase to commercial implementation.

It enables automotive motorsport culture to be communicated in a vivid and engaging way. It brings fresh momentum into the modification market, provides exhibitors with a highly targeted platform for securing orders, and helps end-service providers (shops) access new products, technologies, solutions, and broader perspectives—supporting them in developing modification projects more quickly, steadily, and confidently.

AIT + D1 is not merely a successful collaboration between two events; it is also a powerful engine driving China’s automotive culture toward a more professional, more prosperous, and more mainstream future.

A modification exhibition is not only about popularity—it must also generate business. AIT is actively driving the healthy development of China’s automotive modification industry through major innovations such as top-level exhibition–race integration and the Star Car Avenue concept.