Creating a New Mobility Culture
- DRIVETHRU DIRECTOR: SHOGO JIMBO -
 

Online motor magazine "DRIVETHRU"
attracting attention from Japan and abroad

This is not a motor magazine that solely features automotive information; it is a motor culture magazine that combines automobiles with fashion and art. The magazine does not rely on advertising revenue; instead, it is sustained through creative work and branding projects for sponsors and tie-up companies. ba2 believes that this approach leads to edgy projects that don't pander to the masses but instead captivate its readers. We spoke with director Mr. Jinbo.

Why we started DRIVETHRU

"In December 2014, we launched DRIVETHRU. A web magazine can be read anywhere, and there are no printing costs. I created it because there wasn't a culture magazine that combined cars with fashion and art, which was something I, and others my age at the time, wanted to read."  

 

While Jimbo speaks as if it were a natural progression, the content, edited from his unique perspective, has garnered fans worldwide. The next generation, influenced by DRIVETHRU, is now launching second and third online motor magazines. A distinguishing characteristic 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 experience running a media outlet can imagine that it's not that easy. How does Jimbo, as a creator, deal with the pressure of constantly having to succeed with tie-up projects and branding initiatives that serve as sources of income?

Creating a Project That Moves One Person

"Before I publish anything, I always worry if anyone will actually read it. But I plan and execute with the hope that I can move at least one person in my imagined target audience. As a result, this has worked well in past projects, creating a positive cycle where clients specifically request me."  

Focusing on a single, clearly defined target reader likely leads to differentiation from generic content and, consequently, creates passionate fans like us.

A Tangible Achievement:
The "Genkai-go" Project

We met Mr. Jimbo when he was exhibiting his DRIVETHRU project at Omotesando's Commune 2nd*.

* [What is Commune 2nd?] Commune 2nd was a community-based commercial facility operated by Media Surf Communications on unused land in Omotesando, serving as a hub for culture that attracted trendsetters from both Japan and abroad. Unfortunately, it closed in 2021.

In Commune 2nd, the "Genkai-go" (Limit Car), created with the concept of "ikebana x car" as part of the DRIVETHRU project, was exhibited. Its strong visual impact, featuring a gigantic object on the roof of a compact van, spread it worldwide. 

"When we showcased the Genkai-go, I felt a good response from people who weren't even interested in cars, making them think cars could be cool. It transcended boundaries like car x art x fashion, so we received a lot of feedback from many people." 

Please watch this video. Even now, the video of the "Genkai-go" conveys its unique creativity.

 

"Clarify your target,
and only do what you find interesting."

Vintage Super Cub Race
Project B.O.B.L 

This is B.O.B.L (Battle Of Bottom Link), a race event for 60s vintage Super Cubs, in which a team of unique DRIVETHRU members is participating.

"I thought that if we planned a project around the Honda Super Cub, which is familiar to everyone, it would be a unique Japanese content and something that many people could enjoy. Once you experience the primitive joy of racing, even if it's not at high speeds, you're hooked, and it's something worth sharing."

  Even though Mr. Jinbo himself still doesn't have a motorcycle license, we are captivated by his "Road to BOBL" story, which details how he and his team are tackling the race through various means, and the vintage atmosphere of the visuals. We can't take our eyes off of DRIVETHRU's future endeavors.

Understated Luxury

"With sneakers, many outfits incorporate brands like Nike, but I think luxury sneakers that aren't too flashy occupy a good position. High-end brands can sometimes be too conspicuous. But you still want to wear something good, right?"

"Also, through our interviews for DRIVETHRU, I feel that the concept of luxury is changing," he says.

"My focus on the 'probe beige' genuine color, which was unpopular at the time, for a classic Mercedes-Benz from the 90s, was inspired by the fashion scene of high-end brands seeking street style. The customized Mercedes-Benz from 'Arrows' is still very well-received. This clientele for luxury is completely different from the previous type who chose Mercedes as a status symbol."

My Partner: A BMW E21 Bought for 70,000 Yen

Among the many challenges Jinbo of DRIVETHRU undertakes, the EV conversion project (installing an electric vehicle motor) stands out as particularly demanding. Three years have already passed since the project began. Jinbo's decision not to set a deadline conveys a sense of strong determination.

"When I was a student, I worked part-time at a used car dealership, and I fell in love at first sight with the reverse slant of the front nose of this E21 (1979) BMW 320i. I kept searching for one, and luckily, a trade-in came available, so I bought it for 70,000 yen. For over 10 years after that, I stored it in various locations around my hometown. Since it's an old car, even when I drove it as a student, parts were often unavailable, so I always thought about eventually putting in an engine from a new BMW.
Decades later, as I found new cars less appealing, but became increasingly fascinated by EVs through interviews via DRIVETHRU, I had the idea to convert my own car to an EV (swapping the engine for an electric motor). I felt that using my own special car as a testbed would be the most convincing approach, and since many people struggle to maintain vintage cars, I thought it would be a very interesting project."

 

Even with the new EV technology, the wheels and other parts are intentionally kept original, giving it an indescribable aura.

Since the internal combustion engine has been converted to an electric motor, the car runs on electricity instead of gasoline. There's no need to worry about fuel efficiency or emissions regulations, which are typically concerns with older cars.

Want to give it a try? 

Mr. Jinbo casually invited our ba2 team.

As I pressed the accelerator, a "whirring" sound, a motor noise unlike an engine, resonated.

Surprisingly, this electric car was a manual transmission (MT). This was a huge surprise for us, as we had always believed that electric cars only came in automatic. The quick response characteristic of a motor, combined with the operational feel of an MT shift, made driving it undeniably enjoyable. It felt like a wonderful mobility solution was coming to fruition, blending the simple driving pleasure of 1970s cars with the power of cutting-edge EVs.

We will definitely be keeping a close eye on the future development of DRIVETHRU.

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