Worldwide Expansion of the "Sneaker" Originated in Iwate: Insights into Creating the LBX Sneaker
In the heart of Tokyo Midtown Hibiya, the renovated Lexus experience center, Lexus Meets..., recently held its grand re-opening on April 18. This occasion marked the start of an exciting new chapter for the luxury car brand.
At the heart of this new chapter is the LBX, a car that embodies the qualities of a sneaker - comfortable, casual, versatile, and close to people's everyday life. This innovative approach is the brainchild of Akio Toyoda, also known as master driver Morizo.
Toyoda's vision for the LBX was born from his belief that knowing the roads driven by Sasaki, a development driver from Iwate Prefecture, would lead to making better cars. Iwate Prefecture, the birthplace of Masahiro Sasaki, was the chosen location for the LBX's development. The final design of the LBX has certain commonalities with a two-ball snowman, a nod to the region's unique charm.
The development process reflected Toyoda's sneaker concept, focusing on a car that is simple, practical, and appealing. The team aimed to imbue the LBX with a casual yet functional character, emphasizing ease of use and friendliness, attributes that mirror what people expect from sneakers.
During the kick-off party at the Iwate Plant, Toyoda expressed his intentions behind making cars in Iwate and the greater Tohoku area. The final design for the LBX features large tires, voluminous fenders, and a streamlined shape with swells and dips.
Visitors to Lexus Meets... can explore the points of interest at the center during their next visit. The motif of Lexus Meets... is roads, and the center serves high-end Japanese desserts. Books and ceramic works referencing different regions of Japan are also on display.
In addition to the LBX, the Iwate Plant is where the LS and Lexus LC are also manufactured. Toyoda has visited the plant multiple times, demonstrating his commitment to the region.
An artwork with a hidden heart is on display at Lexus Meets..., adding a touch of mystery and charm to the already captivating experience. The LBX, a testament to Toyoda's vision, is manufactured at the Toyota Motor East Japan Iwate Plant, ready to take its place on the roads of the world.
[1] Source: Lexus Press Release, April 2022.
- The innovation in the automotive industry, as embodied by the LBX, is a product of Akio Toyoda's vision, which stems from his understanding of the roads driven by Masahiro Sasaki, a development driver from Iwate Prefecture.
- The Iwate Plant, where the LBX, LS, and Lexus LC are manufactured, plays a significant role in the manufacturing sector, reflecting Toyoda's commitment to the region.
- The finance sector is involved in the production process, as the Iwate Plant is a key contributor to the income of the Tohoku area.
- The lifestyle choices of consumers are being catered to by the LBX, a car designed with a casual and functional character, much like a sneaker, for easy use and friendliness on the roads. The transportation industry is impacted by this shift towards practical and versatile vehicle design.
