We’re excited to introduce you to the always interesting and insightful Toshihiro Iwasaki. We hope you’ll enjoy our conversation with Toshihiro below.

Hi Toshihiro , thanks for joining us today. Folks often look at a successful business and imagine it was an overnight success, but from what we’ve seen this is often far from the truth. We’d love to hear your scaling up story – walk us through how you grew over time – what were some of the big things you had to do to grow and what was that scaling up journey like?

Phiaro was founded in 1939 and is a Japanese company with a long history. Approximately 40 years ago, Phiaro expanded into the United States, maintaining the quality standards of Japanese manufacturers while also undertaking projects with American startups and automakers. Phiaro recognized the importance of HMI and UI/UX over a decade ago and established internal development departments for them.

In 2017, Phiaro provided development support for a concept car utilizing the UI/UX of Toyota Concept-i at CES, and Phiaro’s experience was further applied to supporting the development of GM’s futuristic concept car, the Cadillac InnerSpace, at CES 2022. I firmly believe that our involvement in such large-scale projects is a testament to Phiaro’s capabilities and reliability.

2020 was the year of the COVID-19 pandemic, and Phiaro made the decision to shift their business strategy online, utilizing social media to showcase their achievements and quality to gain recognition worldwide. By continually reaching out to the world through social media, Phiaro has generated new initiatives and achievements, and experienced growth through the responses received worldwide. Through these experiences, Phiaro has learned that it may take time to gain internal understanding when undertaking something new, but persistence leads to significant results.

Toshihiro , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Phiaro traces its roots back to 1939 when my grandfather established the company in Tokyo as a manufacturer of wooden molds. From a young age, I was exposed to the world of manufacturing through visits to the family’s production facilities, and I distinctly remember the aroma of wood in the workshop and the scent of oil from the machinery.

After joining the family business, I embarked on a journey of learning, visiting various factories to gain hands-on experience in both digital and physical aspects of work. Through the production of concept cars, I delved into the thought processes of engineers, the challenges of technology, and the expansive realm of design. This allowed me to understand and translate the vision of designers into each project’s concept.

In 2013, I moved to the United States, where exposure to new cultures and diversity led to a shift in my thinking. In recent years, I have been exploring the realm of HMI and UI/UX, charting a course into a new era for the company.

Have you ever had to pivot?

Around 2015, with technological advancements and greater efficiency through vertical integration, large automakers have started building more prototypes in-house, which meant that Phiaro would have to start shifting away from a business model that heavily relies on building prototypes designed by large automakers. It is therefore a remarkable achievement that in the short span of 5 years, Phiaro Inc. has become deeply involved in the development of several EV startups in the United States, in addition to contracts from Japanese automakers. Through such challenging experiences, they have gained valuable insights as specialists in EV startup development, which is highly significant.

Furthermore, the early establishment of departments for HMI (Human-Machine Interface) and UI/UX development was a strategic decision with a forward-looking approach, and it has been a contributing factor to their success. In the automotive industry, there is a need to quickly adapt to technological advancements, and the importance of HMI and UI/UX is increasing. Being involved in the development of projects like Cadillac InnerSpace is evidence of that strategy’s success.

Additionally, utilizing social media during the time of the pandemic and finding new connections and opportunities is commendable. The network and business opportunities that expanded through social media have not only supported concept car development but also contributed to the expansion of new work possibilities.

These initiatives and achievements have contributed to Phiaro’s growth and diversification. Their continuous spirit of embracing challenges and their future-oriented strategy are crucial elements in paving the way for success.

What do you think helped you build your reputation within your market?

It was an important milestone for Phiaro when they created a concept car with new technologies at CES in Las Vegas, which gained significant recognition within the industry. This endeavor established Phiaro’s expertise and achievements in UI/UX as a benchmark in the industry, leading to numerous development support requests from other companies.

Developing the most captivating model at the convention, one that couldn’t be replicated by other companies, was a contributing factor to Phiaro’s success. Such differentiated products are crucial for competing in the market.

Furthermore, Phiaro has all the departments necessary for concept car manufacturing, allowing them to produce high-quality and innovative concept cars internally. Automotive designers are aware of Phiaro’s exceptional quality and often return to place orders even after hiring other companies.

The combination of these factors, the company’s trajectory, and its commitment to quality have contributed to Phiaro’s success and growth.

Contact Info:

• Website: https://phiaroinc.com/
• Instagram: https://www.instagram.com/phiaro.inc/
• Facebook: https://www.facebook.com/phiaroinc
• Linkedin: https://www.linkedin.com/company/phiaro-incorporated/
• Youtube: https://www.youtube.com/@phiaroinc
• Other: https://www.tiktok.com/@phiaro.inc