In a celebration of innovation and tradition, Toyota Motor East Japan’s Iwate Plant hosted a kick-off party attended by Chairman Akio Toyoda, famously known as master driver Morizo, and development driver Masahiro Sasaki. Located at the heart of LBX manufacturing, the plant served as the backdrop for a transformative journey in automotive design and engineering.
Chairman Akio Toyoda’s vision for a car “like a sneaker” sparked a journey of creativity and ingenuity. Initially dissatisfied with conventional designs, Toyoda challenged the team to push boundaries and create a vehicle that embodied the spirit of agility and style akin to a sneaker. Thus began the quest to craft a design that merged functionality with flair, resulting in the iconic two-ball snowman design of the LBX.
Reflecting on the development process, Toyoda emphasized the importance of understanding the roots of craftsmanship and innovation. Forging a deep connection with the Iwate Prefecture, home to the LBX production site and Sasaki’s birthplace, Toyoda underscored the significance of the region’s roads in honing driving skills and inspiring automotive excellence. As he traversed the same roads alongside Sasaki, Toyoda affirmed his commitment to crafting “ever-better cars” rooted in heritage and driven by passion.
The kick-off party also served as a platform to unveil the grand re-opening of Lexus Meets…, a premier Lexus experience center located in Tokyo Midtown Hibiya. Infused with the motif of roads, the facility beckons visitors on a journey through Japanese craftsmanship and culture. From books and ceramic works inspired by regional diversity to an artwork with a hidden heart, Lexus Meets… offers a sensory exploration of luxury and refinement. Indulging visitors with high-end Japanese desserts, the center invites guests to discover the subtle nuances of Japanese hospitality and elegance.
As Toyota continues to push the boundaries of automotive excellence, the Iwate Plant stands as a testament to innovation, craftsmanship, and the enduring legacy of Japanese automotive heritage. With Chairman Akio Toyoda leading the charge, the journey towards “ever-better cars” remains grounded in tradition yet propelled by innovation, shaping the future of mobility one design at a time.
