00:00 [MUSIC]
00:07 We experimented with the next generation Lexus BEV design to pursue the synergy of
00:13 our sustainable vision and the high quality luxury that only Lexus can provide.
00:19 [MUSIC]
00:21 Creating new experience value for our customers while continuing to
00:25 circulate our environment's limited resources.
00:28 [MUSIC]
00:30 We're in pursuit of making the brand by itself into a sustainable future.
00:35 [MUSIC]
00:38 Lexus has been utilizing bamboo in small parts such as the steering wheels and
00:43 the decor trims since 2008.
00:46 [MUSIC]
00:47 Bamboo has a rich history in Japanese culture.
00:51 It has been an integral part of people's lives in the form of food and
00:55 daily necessities.
00:57 With the proliferation of plastics, neglected bamboo forests became a problem
01:02 and a threat to the healthy ecosystem.
01:06 When we visited bamboo forest and then local government and businesses who are
01:11 actually exploring the possibility, new possibilities of bamboo, actually we
01:17 were really inspired by their creativity and constant effort to resolve this
01:23 issue they're facing right now.
01:26 So it made us to think that maybe this is the great opportunity for us to
01:31 contribute to local economy and society and by collaborating with them and then
01:37 maybe we can realize our aim for circular economy.
01:41 Current concept started with the designer traveling all the way to Kochi and
01:46 getting a deep understanding of the bamboo.
01:50 Human connection and communication, community, craftsmanship, technology, all
01:56 came together to challenge us to invite new experiences through materials.
02:01 And Lexus expands the possibilities of traditional materials through technology.
02:09 For the next step, we were thinking about a combination out of a sporty, fun to
02:16 drive car but at the same time a space where you can enjoy the time of ride.
02:21 And for that we explore the possibility what bamboo can be and we try to use it
02:27 as pigment, as fabric, as composite, as carbon, many different ways and then
02:35 like explore based on that what we can do out of it.
02:43 We used fabric, a yarn and spun it together with a copper yarn to merge like
02:50 kind of two very different plant or earth based materials and create a very
02:55 resonant material out of it which gives the opportunity to use like as
03:00 conductive yarn, as like reflective yarn, as yarn which is like resonating to
03:09 the user inside the car.
03:12 Our mission is constantly pushing the boundary and then create the positive
03:20 impact to our planet and society and make people happy, right?
03:25 Yes, but we also want to make sustainability to experience where you want to
03:32 spend time in the car, you want to drive it and you really want to feel that
03:39 sustainability is not only about materials but also about your well-being,
03:45 about your own surrounding and about how you feel in your space.
03:51 Not stopping at solving social issues, reconciling tradition and newer
04:01 technology, elevating into unprecedented value.
04:06 Lexus will continue to take on the challenge of pushing boundaries of
04:11 circular economy to create new experiential value and bring smiles to
04:16 everyone's faces.
04:18 We innovate to preserve.
04:24 Lexus.
04:26 (music fades)
04:28 [BLANK_AUDIO]
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