Under the theme of "The Challenge: Driving Toward A Better Future," the 37th Tokyo Motor Show emphasized 'visitor-friendly and experience-oriented' aspects. A variety of attractions and events were provided inside and outside of the halls to create better bilateral communication between exhibitors and visitors. The organizer offered free admission fee to elementary school students or younger children, and half price admission for junior high and high school students, which helped prevent the number of visitors from falling. The number achieved 1.42 million. "Environment, Safety and IT" were the most focused targets of the exhibitors again this year. Exhibited fuel cell vehicles, some of which just began to undergo road tests, were gradually transformed to new concept cars. Toyota's PM and Suzuki's Mobile Terrace both gained great attention of the public, thanks to their unique styles. Vehicles tagged with Japanese traditional names were also prominent, including the Kiwami, Ibuki and Fuga.