BUYERS SELECT Vol. 1 - Tough Charger Cable -

"I want to deliver truly great products, without compromise."

Introducing "Buyer's Select," a feature series for the ARTA official online shop. This series invites the developers behind our products to dig deep into the passionate dedication that goes beyond what you can see in a catalog spec sheet.
This time, we are putting the spotlight on the "charging cable"—the most familiar item in our daily lives. Precisely because it is a common everyday object, its ease of use and sophisticated design can turn daily commutes and charging time into something that feels "a little exciting."

For our first installment, we feature the "Tough Charger Cable," which combines the toughness to survive rigorous testing with a design that evokes the DNA of racing. Why this material? Why this shape? We asked the developer to talk about the behind-the-scenes story and the soul poured into every single cable.

SECTION 1 A Developer’s Commitment

We spoke with Mitsuhiro Shinohara from the Car Life Products Department at Autobacs Seven. Many of you may recognize him from ARTA shops at Super GT events.

――What kind of products are you usually in charge of?
Shinohara: At Autobacs' original brand, "AQ.", I am mainly responsible for car wash supplies, and I recently just released the "Hyper Blower Mini." Thanks to everyone's support, it has been well-received, and I truly feel the rewards of my daily development efforts. Of course, I am also in charge of ARTA's car supplies, apparel, and merchandise, and I work hard every day to deliver great products that embody the ARTA worldview!

――Which products have you worked on for ARTA specifically?
Shinohara: In terms of car supplies, I have developed a wide range of items, such as cargo straps, license plate frames, and our cushion series including the waist assist cushion, neck assist cushion, and seat assist cushion...

――So, why did you decide to talk about "charging cables" out of all the peripherals available?
Shinohara: It might sound a bit conceited to say it myself, but... to put it bluntly, I am incredibly confident in this cable! Because of my line of work, I see and touch a lot of different things, and this product is the result of that experience and knowledge coming together perfectly. It might look like an item you can find anywhere, but I have a strong conviction that we’ve achieved something truly "one-of-a-kind." I wanted everyone to know about it, which is why I chose to talk about it today.

――A developer’s seal of approval is a huge boost for customers! Specifically, what makes you so confident about this product?
Shinohara: I’d love to say "everything, including the look!" (laughs), but the thing I want you to pay special attention to is the thickness of this sturdy cable. If you actually touch it, you’ll see that despite how it looks, it’s surprisingly soft! It’s the definition of "softness overcomes hardness." Because of this flexibility, it disperses external force effectively, and combined with this thickness, it creates a structure that is highly resistant to the cable breakage issues that are so common.

――Cables always seem to break when you aren't looking, don't they? This level of durability might be an idea we haven't really seen before. What kind of tests did you perform during development?
Shinohara: With our motto being "to ensure everyone can use it with peace of mind," we conducted all sorts of tests and verifications. Beyond simple connectivity checks, we performed drop resistance, rust prevention, bending tests, and even durability tests under harsh conditions... It has been finished with a toughness worthy of the "Tough Charger" name!

SECTION 2 In the car

――It really has a different presence when you place it inside a car. It looks so cool!
Shinohara: Thank you! When people think of ARTA, I think most people imagine the racing scene and our incredibly cool cars. I designed this product by channeling that worldview and impression, imagining how it would look not just when installed in a car, but in every scene of daily life. I believe it creates a presence that stands out even inside a vehicle!

――As expected of our "fashionable leader" Shinohara-san! It makes me want to coordinate the whole interior. Are there any other items you recommend using with it?
Shinohara: Thanks for the follow-up question! Of course, I have some recommendations. I’d love to suggest the "Power Socket Charger" (cigarette lighter charger) from our other in-car power accessories. It pairs perfectly with this cable. In addition to the texture of its aluminum body, it features dual Type-C and Type-A ports and supports PD30W/QC18W fast charging. Plus, the area around the ports glows "ARTA RED" when powered on. I definitely want people to use them as a set to elevate the atmosphere of their car's interior!

――Finally, what kind of experience do you want drivers who start using this cable to have?
Shinohara: I want them to experience the "unique, stand-out sense of exhilaration" that comes with an ARTA product. Charging cables often tend to be sidekicks, but I believe this product is crafted so that every time you get in the car or pick it up in your daily life, you'll feel a sense of excitement and satisfaction, thinking, "This really is cool." Beyond its tough and reliable functionality, it serves as a piece that adds ARTA's passionate DNA to your car's interior. Please experience this texture and toughness for yourself during your daily drives and everyday life!

After the Interview

More than just a charging cable. It flows with the genes of ARTA and the passionate, uncompromising dedication of its developer.
The "Tough Charger Cable" turns the mundane task of daily charging into a "special experience" that thrills every time you reach for it. Just by adding one to your car’s cockpit, it elevates the texture of the space and makes your daily drive even more exhilarating.
Please experience the tangible quality of this product, which pushes design, toughness, and functionality to the limit, in your own car and lifestyle.