Chrome and Customization: Import Autorama San Diego 1999
Date: August 1, 1999
Location: San Diego Convention Center, San Diego, California
Producer: International Show Car Association (ISCA)
On August 1, 1999, the San Diego Convention Center hosted the Import Autorama, part of a national tour produced by the International Show Car Association (ISCA). Taking place in one of Southern California’s most active automotive hubs, the event highlighted the divergence between the “Street” tuning style and the “Show Car” standards enforced by traditional hot-rod promoters.
The ISCA Judging Standard
Unlike the enthusiast-run Import Showoff or the lifestyle-focused Hot Import Nights, the Import Autorama was organized by the ISCA, an entity historically associated with domestic hot rods and custom cars. This lineage dictated the event’s judging criteria. Points were heavily weighted toward traditional exhibition standards:
- Undercarriage Detailing: Competitors often displayed vehicles on jack stands with mirrors on the floor to showcase chromed suspension components and clean underbodies.
- Interior Upholstery: Judges rewarded custom tweed, vinyl, or leather re-upholstery over the stripped-out, race-ready interiors found in other circuits.
- Chrome Plating: The ISCA format favored extensive chrome plating in the engine bay, prioritizing visual shine over the specific mechanical provenance of parts.
San Diego Regional Aesthetics
The vehicles entered in the San Diego event reflected the specific tastes of the border region, which often blended import platforms with lowrider-influenced aesthetics.
- Wheel Trends: In contrast to the lightweight racing wheels popular in Northern California, the San Diego show floor featured a high density of chrome alloy wheels, typically in 17 or 18-inch diameters.
- Audio and Multimedia: San Diego was a stronghold for car audio competition. Builds frequently featured elaborate custom fiberglass trunk enclosures housing multiple subwoofers (with Kicker and JL Audio being prominent brands), often eliminating functional trunk space.
- The “Altezza” Trend: By August 1999, the clear lens “Altezza-style” taillight had reached peak market saturation. The trend was visible across a wide range of manufacturers, appearing on Honda Accords, Mitsubishi Eclipses, and Toyota Camrys throughout the hall.
Prominent Crews
The event served as a display ground for Southern California’s organized car clubs.
- Team Hybrid: A major force in the SoCal scene, Team Hybrid maintained a significant presence at the show. Their display was characterized by a unified “team” aesthetic, with vehicles sporting matching windshield banners and coordinated modifications.
- Team Excitement: A prominent local crew, Team Excitement displayed vehicles that exemplified the “Wild” category, featuring multi-stage candy paint jobs and extensive body modifications that aligned with the ISCA’s preference for radical customization.
Event Structure
Consistent with the Autorama brand, the event included non-automotive entertainment segments designed to draw general foot traffic. This included a bikini contest on the main stage, a standard feature of the 1999 tour that often drew larger crowds than the awards ceremony itself. The vendor midway featured car audio manufacturers and local performance shops, catering to the region’s focus on aesthetic and audio customization.
