Creating a New Mobility Culture - DRIVETHRU DIRECTOR: SHOGO JIMBO
"DRIVETHRU" is an online motor magazine that is attracting attention from both Japan and abroad. It is not just a motor magazine that covers automotive information, but a motor culture magazine that combines automobiles with fashion and art. The magazine does not rely on advertising revenue but operates through creative work for sponsors and tie-up companies, and branding projects. ba2 believes that this leads to edgy projects that don't cater to the masses but excite their readers. We interviewed Mr. Jimbo, the director.
■ Creating projects that "move one person"
"I started Drivethru in February 2014. With a web magazine, you can buy it anywhere, and there are no printing costs. There wasn't a culture magazine that combined cars with fashion and art that I and people my age wanted to read, so I created one."
Mr. Jimbo speaks as if it's the most natural thing, but the content, edited from his unique perspective, has gained fans worldwide, and Drivethru has inspired the next generation to launch second and third online motor magazines.
One of the characteristics that makes Drivethru what it is, is its unique business model that does not rely on advertising revenue. This is easier said than done, and anyone who has managed media can imagine that it's not so easy. How does Mr. Jimbo, as a creator, deal with the pressure of constantly having to succeed with tie-up projects and branding projects that generate income?
"I'm always anxious before publication, wondering if anyone will actually read it. But I plan and execute with the thought that I want to move at least one of my imagined target readers. As a result, it has worked well in past projects, creating a positive cycle where clients specifically nominate us."
Focusing on a single, clearly defined target reader ultimately leads to differentiation from commonplace content and creates passionate fans like us.
■ The "Genkai-go Project" that resonated
I met Mr. Jimbo when he exhibited Drivethru projects at Commune 2nd* in Omotesando.
*Media Surf Communications operated a vacant lot in Omotesando as a community-type commercial facility, which became a hub for culture, attracting sensitive individuals from Japan and abroad. Unfortunately, it closed in 2021.
The "Genkai-go," created with the concept of "ikebana x automobile" for a Drivethru project, was exhibited at Commune 2nd. Its intense visual impact, with a huge sculpture on the roof of a compact van, spread worldwide.
"When we released Genkai-go, I felt a strong response when even people not interested in cars thought cars were cool. Since it transcended boundaries like cars x art x fashion, we received feedback from many people."
Please watch this video. Even now, the video of "Genkai-go" conveys a unique creativity.
■ How to find the sweet spot for a project: "Clarify your target and only do what you find interesting."
Recently, Drivethru has been focusing on the Super Cub motorcycle race event, B.O.B.L (Battle Of Bottom Link).
"I thought a project involving the familiar Cub would work as unique Japanese content and be enjoyed by many people. It's fun precisely because you're riding such a primitive vehicle that doesn't go very fast."
Even Mr. Jimbo, who didn't even have a motorcycle license, created a road race story titled "Road to BOBL," where he and his team tackled the race with various strategies. We are captivated by the vintage atmosphere of the visuals. We can't take our eyes off Drivethru's future developments.
■ Unpretentious Luxury
"Around me, more people are switching from Rolex to Apple Watch, and I think the concept of luxury is changing."
Drivethru also featured a scene in America where creators incorporate their worldview into luxury cars like Porsches and use them as their private cars.
"Among sneakers, where Nike and Adidas Stan Smiths are common, luxury sneakers that aren't too assertive have a good positioning, I think. We look forward to future developments."
■ My partner is a "BMW 318i bought for 50,000 yen"
Even for Mr. Jimbo, who only undertakes challenging projects at Drivethru, this EV conversion (installing an electric motor) project is particularly challenging. Three years have already passed since the project began.
The car chosen for this large-scale project was a BMW 318 (E21 model from the early 1980s), which Mr. Jimbo has a special attachment to.
"I bought it for 50,000 yen through an acquaintance when I was working part-time at a used car dealership in college. I fell in love with the reverse slant of the front nose... I kept it stored in my hometown for over 10 years after that. Since it's an old car, I had given up on it because parts were hard to find, but then a tie-up project for an EV conversion (installing an electric motor) came up."
While using new EV technology, the wheels are intentionally kept original, which gives it a nice flavor.
Since this car has been EV converted, it runs on electricity instead of gasoline. There's no need to worry about the fuel efficiency typical of old cars or exhaust gas regulations.
"Would you like to take it for a spin?" Mr. Jimbo cordially invited our ba2 team. A "whoosh" sound, different from an engine, echoes as the accelerator is pressed. What surprised us most was that this EV was a manual transmission (MT).
The responsiveness unique to an electric car combined with the MT shifting definitely makes it fun.
It was a wonderful project that merged the primitive joy of 1980s automobiles with the power of cutting-edge EVs.
Once again, the ba2 team felt enriched by encountering another wonderful mobility experience.
