VOICE OF DESIGN Vol.7-1 JD Foruｍ:Design for a Motorized Society〔1〕 - Changing Cosumpition Society Roundtable Discussion Panelist：Kuniaki Tamura　Masakazu Taniguchi　Seiichi Mizuno Coordinator：Hiroshi Sano Automobile Industry as the main pillar of the economy and the competition in developing fuel cells TAMURA: The automobile industry is one of the major pillars of Japan. This is true with other countries as well, and the volume of cars to be manufactured will affect the world economy, on one hand. On the other hand, there is fierce competition in the development of fuel cells, in particular, the source of hydrogen. Should it be extracted from gasoline or other substances? Which type of fuel cells become the world standard will be a big question for the automobile industry of the world. As a matter of course, major oil companies are in favor of using gasoline. At any rate, the direction will be defined within a few years time. Naturally, this is a great concern to Japanese motor companies too. Another important thing is the need for change in energy policies. We must consider this as the top priority issue considering the future motorized society and the environment. The automobile industry and other sectors of Japan should present themselves as a model of environmental conservation to the markets in Asia. Without such consideration, it is meaningless to discuss a future motorized society. Japan should set a good example as an advanced country of population aging TAMURA: Japan is a leader in the process of population aging. Japan can make the greatest contribution with its techniques in producing small cars. We know that Sweden has already established towns for the elderly. There, elderly people are getting around by driving small cars themselves. Japanese auto industry is strong at manufacturing small cars, so we can make a great contribution as populations are aging in many countries in Asia. By ensuring the elderly have mobility, a town can be adapted to enable them to live independent life. Since the elderly constitute a large market, there should be one or two auto makers catering to their needs. SANO: Mizuno advocated collaboration among different parties, and the creation of elderly towns. To put these ideas into practice, we need strong political leadership. How do you think these can be realized? Restrictions give business chance MIZUNO: Deregulation is the key for the time being, and everybody is insisting on the need for deregulation. It is a sign that the Japanese are still immature. If the government draws a vision on solving environmental issues, or on the establishment of a town for the elderly, it should present the policies or the direction of policies while formulating regulations. I consider regulation to be very important for environmental preservation. A regulation prohibiting the use of fluorocarbons because they are one of the major causes of holes in the ozone layer. Since a fluorocarbon is a very convenient agent to clean precision machine parts, and as a coolant used for refrigerators, it has been widely used by different industries. This regulation however led to the development of laser stampers, which enabled the printing of circuits without a cleaning process. The company which developed the new method invested a huge amount of money, but has recovered the investments in three years. Now automobile manufacturers are investing enormous amounts of money in fuel cells and other low-emission cars. In the past, Japanese manufacturers tended to use or imitate what other companies had developed. Those who invest ahead of others usually gain due returns while those who are trying to catch up with front runners must pay more money. In order for Japan to survive as a country advanced in environmental technology, justifiable regulations should be imposed. SANO: It is an important view. If the government, be it politicians or bureaucrats, orients the industry into a certain direction by imposing regulations, manufacturers can concentrate their investment, both financial and human resources, into that direction. Even if companies pour great amounts of money and human resources into R & D, they can obtain returns, if successful. Economic successes and environmental successes can be compatible. Taniguchi said that if we create a successful area model or service model, consumers will be attracted by it and their desires are directed in favor of the model. A small success can evolve into a big success. Can you elaborate on that? Living Business Models TANIGUCHI: A future model often can be found in today's reality. Let me show an easy-to-understand example. TV reporters do not buy their clothes but use a "stylist service." They used to buy their own clothes, but soon, their closets were overcrowded, so they stopped buying, and then, they had to wear the same clothes again in one or two weeks. By using the stylist service, they can wear fancier and fashionable clothes, and only need to buy clothes for their personal use. Another example. Some people prefer to stay in a hotel and use its professional services. These examples suggest the possibility of creating new business models. Some people continue to make loan payments to a foreign car dealer just as a membership subscription, and whenever a new model is introduced, they drive the new car. If a system is established to allow a person to use different cars at different occasions, this could be established as a business model. Living in the city center without their own cars TANIGUCHI: Recently, elderly people are buying new condominiums in city centers upon selling their assets in suburban areas. Many sold their cars, because public transport networks are closely knit in the city center, and because they can afford to use taxis. Here is also a model. Regulations often lead us to new possibilities or opportunities. But unless the government explains why regulations are needed, and unless people understand the reasons, they feel "why do we have to put up with such regulations?" The most important thing today is that people can draw a picture of ideal life. The Gion district in Kyoto is well preserved. It is because shops there are possessed by the Kyoto municipality and are rented out to shop owners. The rents are used to have experts maintain these shops. Cultural sophistication can be made with professional service support. This also can be a model.BR> New Community Model TANIGUCHI: Small tourist places can be revitalized as ecologically advanced communities. New community models, both rural and urban, should be designed. I have one place in mind as a good example. In a rural area in northeast Japan, some windmills are standing in a row and operating. It is attractive just to look at them. But the place can be a good destination for an ecological tour. The main purpose of traveling in an age of global tourism is not pleasure-seeking only but to have a learning experience. So, this village can present a model. If a model is chosen as a strategic model, supported by local governments and business consortiums. It can become a product to activate a local community. How can the front of stations be redeveloped? MIZUNO: The main reason behind their decline is that large shopping malls were built in the suburbs and people go there by car. If the traffic system is to be changed to rental based vehicles, the declining traditional shopping streets in front of stations will have new value. It is no use just turning a station into a high-rise building and housing many small shops. Without well-planned traffic systems, the business in front of a station will not be reactivated. TANIGUCHI: Another reason for their decline is that shop owners have carried over their old style of business without trying to study the needs of passengers. Passengers using early morning or late night trains find no shop open for them. But these shop owners do not take note of such service needs. A station is a gate to a town and the area in front of it should be an entrance hall where people can walk around and get a feel of the town. It is a service station for tourists. .There could be a park where people can enjoy walking. MIZUNO: The establishment of towns for the elderly that Taniguchi has touched upon is very important. I would like to propose the creation of an elderly town in which interaction occurs among different generations. Sometimes, when we propose a town for the elderly, we tend to isolate the elderly people in an enclosure. Traffic systems will become important means to allow people of many ages to go to and from such a town. TAMURA: Fixed asset taxes for shop owners in shopping streets nearby a station are too expensive. They are paying five or six times more than others, so they find their business further difficult. Another obstacle is the shortage of land space for parking lots. Even if we plan to introduce a "park-and-ride" system, there is no space for parking. If this could be solved, many other problems would be solved. There are no separate lanes for bicycles and cars, or even for pedestrians. Marketing is lacking in Japan TAMURA: Be it an environmental problem or motorized society, marketing is lacking in Japan. We need to analyze the situation from different angles and consider strategies. MIZUNO: It is fascistic to say that the environment should be considered as a top priority matter. It is also fascistic to say that you should not be worried about the environment today when the economy is so bad. The most important thing to guide decision-making in Japan is how to compromise. In this sense, you are right to say that marketing has been missing in the government decision making process. SANO: About 7 million new cars are sold every year in Japan, and when this volume is raised by 10 percent, stock prices go up, but a 10-percent decline would cause desperate damage to the industry. While selling new cars, it is essential for manufacturers to be prepared to adopt themselves with a new system. "Used cars are fashionable" TANIGUCHI: In the United States, the used car market is overriding the new car market. People find greater value in reusing used cars. It may become more fashionable to drive an antique car by storing it perfectly. Under such circumstances, the traditional marketing based on new cars is useless. MIZUNO: We should change the traditional business model of manufacturing and selling cars to new cars to a new model of maintaining available cars in the best condition for rent and lease. This can be a viable business. From the Floor From the manufacturing to service industries Aiming for a mobile air cleaner SANO: We would like to have comments from the floor. MOROHOSHI (floor): I am working for a motorcar manufacturer. Now I consider the automobile industry to be a service industry instead of the manufacturing industry. From our point of view, one reason for making a new model car is being environment-friendly. If we address the environmental issue and energy issue squarely, the current engines have limits. We tested a hydrogen engine and found it quite satisfactory. At present, cars powered by a carbon energy sources have a vibrating device within the body. But driving our test car with a electricity-driven motor will give you a different experience from the moment the motor begins to run. Why don't we create a mechanism to purify emission gas? One that the longer you drive, the cleaner the air becomes. It is not impossible to make an air cleaner run on the roads. The problem is how much it will cost to develop. When we consider these things, we can say that the automobile industry is a service industry. Of course if we are too concerned about services which are not directly related with function, then such services will cost a lot. We must target the public. Dynamism is a feature of cities. Taking mobility into account for dynamic city life, the style and functions of motorcars will be different from those of today. There is great potentiality ahead of us. If we consider mobility in a crowded city, small cars with high space-efficiency should become the major vehicle. Japan excels in manufacturing small cars, we should display our strength in this area. Restructuring the Motorized Society from Services Akira TAMURA (floor): Unlike what is widely believed, towns in Japan have not developed from stations. Stations were first located far from city centers. In the second phase, stations were located in the center of cities. In the third phase, when cars became popular means of transport, stations were constructed again in the suburbs. When you discuss the problem of declining shopping streets in front of a station, you are talking about the second type. The decline of such streets had been predicted already a few decades ago. But no preventive measures had been taken. But one day, all of a sudden, the Liberal Democratic Party submitted three bills that would attempt to check the decline, which did not work. Policy makers always try to solve a problem when the situation has reached the worst level without considering the social context. If we consider cities and the automobile industry from a service point of view, we should think what kind of city can be developed, and what measures should be taken. New possibilities can be developed. The problem is whether there are people who are really and seriously considering the matter. My impression is that people around the shopping street problem are voicing out their views. But how can the people who hold the key be involved? This is the most crucial point. Desire to drive a car, and regulation of driving a car FLOOR: Even after listening to your discussions, I still want to drive a car myself. If you control the freedom the people enjoy going any place at any time by rules and regulations, you must be very wise. Therefore, the idea of making a motorcar a running air cleaner is enchanting. Driving or motorcars themselves give us fun. So if this idea is put into reality, we can contribute to the environment while enjoying driving ourselves. I am not in favor of regulating driving unilaterally. MIZUNO: Regulations that provoke creativity are needed. Conclusion Evolution of New Mobility Services Cultural Thinking EKUAN: Mizuno's definition of act of buying and collecting things as culture and of not-buying and possessing as civilization is clear enough. I was crazy about cars when I was young, but I now I am using cars less frequently. I find walking more valuable for myself. But when I go fishing to a nearby river, I find it burdensome to bring a heavy bag there. I wish there were a small vehicle for one person and a tool box. Though I don't use such a vehicle often, I wish there were one. It should not be a delux car. It should not be a machine made of iron, either. However, it does not seem to be feasible that all motorcars become rental cars and when you call an agency, they will deliver your order. MIZUNO: From a cultural point of view, it is a cultural preference that people prefer walking to driving a car. I am interested in a car as a historic machine, and not in modern cars. I have long cherished a 1948 model, and keep maintaining it carefully, though I use it only for a week in a year. For daily use, I use a modern fuel-saving car which runs fast and safely. Even if you do not have a car, you may use one when you need, you don't have to walk whenever you go out. But the current rent-a-car services cannot accommodate our needs. There is a rent-a-car system available at large stations. Upon arrival at the station, you can rent a car and return it at the station when you leave the place. Still, it is not sufficient. A perfect rent-a-car system should be attached to train stations, so that every person can use one at anytime for any length of time. EKUAN: When I asked one French person what French people are thinking about the future of automobiles. He said that an airline company with its organization strength will purchase all transportation companies, including railway companies and tax companies. In other words, one airline company will control all means of public transportation. Exploring New Needs SANO: Please give your final comments. TAMURA: I hope business companies will make their best efforts to help our economy recover. The national finance is really deplorable. TANIGUCHI: There are too many regulations for taxi services. Now that the existing regulations are going to be deregulated, major transport companies are planning to enter the taxi market. At present, taxi drivers cannot carry only a pet from one place to another. They cannot visit an elderly person at home and bring him/her to a hospital. But these transport companies are considering to explore new services. One railway company began running a community bus at a cheap fare, and it is greatly favored by residents in the town. In fact, there are lots more possibilities from expanding such services, or business opportunities. If we are wise enough, a completely different market can be explored. In this sense, we may develop our new potential by supporting the newly entering taxi companies. We may find areas where we can contribute, considering how to obtain profits from services, and designing the structure of car systems. SANO: As the initial discussion, I feel lots of ideas have been presented. I hope we can elaborate on these ideas in the coming meetings. Japan Institute of Design, San Ai Bldg, 2F 3-30-14 Takada, Toshima-ku, Tokyo Phone: 81-3-5958-2155 Fax: 81-3-5958-2156 E-mail:info@voice-of-design.com Home I VOICE OF DESIGN Vol.7-1 Index