Idemitsu Lubricants America and Throtl Unveil Custom Honda Build at SEMA 2026

Idemitsu Lubricants America, a subsidiary of the Japanese lubricant manufacturer, debuted a collaborative vehicle project with aftermarket automotive media company Throtl at the 2026 SEMA Show. The project marks the second consecutive year of a formal partnership between the two entities focused on Japanese Domestic Market (JDM) automotive culture.

The build features technical modifications aimed at performance enthusiasts, utilizing Idemitsu’s specialized engine oils. By aligning with Throtl, a brand centered on digital automotive content, Idemitsu is targeting a younger demographic of car enthusiasts and aftermarket tuners.

This initiative serves as a marketing bridge between the company’s original equipment manufacturer (OEM) business, which supplies factory-fill lubricants to major Japanese automakers, and the retail automotive aftermarket sector. The vehicle will remain part of a promotional tour following the exhibition.