What kind of mobility hub is the “SHINOI RING” circuit in Utsunomiya City, Tochigi Prefecture aiming for?

When you think of a circuit, you might picture a place for automobile racing, but this one is a little different. We asked the people involved in the development of "SHINOI RING" in Shinoi-cho, Utsunomiya City, Tochigi Prefecture, which will open in September 2026.

What is the mobility hub realized at the circuit "SHINOI RING" in Utsunomiya City?

The circuit "SHINOI RING" in Shinoi Town, Utsunomiya City, Tochigi Prefecture will be open to the public on September 16. It is operated by the Japanese comprehensive engineering and development support company "Fiarogroup," which specializes in vehicle development for automobile manufacturers.

The company, which is involved in the planning, design, and prototype development of automobiles and next-generation mobility (vehicles), has created not only a 1.3 km on-road course but also an adjacent dirt course by clearing a forest. Additionally, they plan to organize events on weekends and have equipped the "SHINOI RING" with a rest house and a driving simulator for general visitors to enjoy.

What kind of world is encapsulated in the company's concept of a "mobility hub"? We asked Akihiko Iwasaki, the representative director of Fiarogroup, along with Kuniyasu Tanaka and Takumi Hayakawa, who are dedicated to the planning and operation of "SHINOI RING," about their dream.

The trigger was "a test course that can protect the confidentiality of automobile development."

Akihiko Iwasaki, President of Fiarocorporation.

―― First, I would like to confirm the reason why Fiarogroup, essential to automobile development in Japan, decided to open the circuit to the public for leisure purposes.

President Iwasaki: "The trigger was that our work has changed. Recently, new technologies, including software, have been constantly coming into cars, so it's no use just doing things on paper. Since it’s mobility, ‘testing, moving, driving, and verifying’ has become an absolute requirement."

―― The development of new vehicles and concept cars in collaboration with the core automotive manufacturer is, of course, classified information. The value lies in having an environment where driving tests can be conducted secretly, and the "SHINOI RING" (formerly Hero Shinoi Circuit) was perfect for that.

President Iwasaki "At first, it was purely attractive as a place to conduct car tests where confidentiality could be guaranteed; that's how it started. However, when I actually came to this place, I began to want to make people outside of testing aware of the joy of mobility. During the weekdays, we can pursue technological innovation dedicated to our development, and on weekends, I thought it could be used as a place to create a culture of mobility."

―― Thus, the idea of opening "SHINOI RING" to the public was born, and efforts began to leverage the good environment of the area.

I want those who are not interested in cars to enjoy it

President Iwasaki "People who love cars tend to be highly sensitive to information, so I think they will probably come. However, what we are concerned about is the next generation. Young people or those who will develop an interest in cars. Of course, regardless of gender."

―― In some cities, a lifestyle that doesn't require one's own car is already established. Being in the automotive industry, he feels a certain lack of response concerning that. Still, he has witnessed cases where having an extraordinary experience changes that into a positive reaction during the project. In fact, there are members within the company who have started considering purchasing a car.

―― On the day of the interview, a ride-along experience was taking place on the course with racing driver Ayumu Iwasa. Families who won the lottery (gachagacha) boarded the passenger seat and experienced full throttle driving. Observing the family’s joyful expressions, Mr. Iwasaki continued.

President Iwasaki: "The circuit has become a place where high-level drivers come. I would like to lower the barriers more and offer experience programs here on weekends, where people can enjoy driving behind a lead car, for example. Of course, I think it's fine for those who want to set times to use it as a private rental."

―― The experience of circuit driving without competing for speed and the limit-driving through private rental may seem insufficient to existing circuit fans, but President Iwasaki says that this is expected. It is two hours away from downtown, and it is not a location that one can just stop by. They want to first disseminate information to the people of Northern Kanto, including Utsunomiya, and then expand from there.

A budding commitment to the region in the 40th year

―― The Fiaro Group itself has been based in Tochigi for 40 years. When Mr. Iwasaki joined the company in 1997, his assigned location was also a factory in Tochigi. However, that facility is about 34-35 km away from Shinoi Town.

President Iwasaki: "That area is an industrial zone centered around Honda, so the sense of commitment to the region was more about purely doing development for Honda rather than a strong attachment to the local area. In fact, I may not have had much of an attachment to the local community at that time."

―― The change has come in the past year. While spending time establishing SHINOI RING, his attachment to the location of Utsunomiya seems to have grown over time. The partnership agreement with Utsunomiya City was also nearing completion at the time of the interview.

President Iwasaki: "The local citizens of Utsunomiya are humble, saying there is nothing special and that it is not a famous place, but since we have such a facility, I have come to want to work with everyone in Utsunomiya City to revitalize the region." <

Cafes, running, and cycling too! A facility that can embrace diverse "likes"

―― The reason SHINOI RING advocates a "mobility hub" is the notion that something other than cars can run on the course.

President Iwasaki himself is a runner, and there is a running team within the company. Hearing from them revealed the struggles they have in securing running locations.

President Iwasaki: "In parks, there are many people who are not there for running, so we have to be careful about safety. Here, if we don't bring in cars, we can run freely. If we set aside time for that, I think we can enjoy a different kind of experience at the circuit."

―― There are plans to hold a relay marathon next year. Cycling has also been suggested, with ideas to invite strong cycling teams from Tochigi. Furthermore, based on the surprisingly enjoyable experience of placing chairs on the grass within the circuit, discussions about utilizing the space for camping have emerged.

Mobility Hub Project Leader Mr. Takanaka Kun'ya.

―― Project Leader Mr. Takanaka talked about a concrete plan. It is "Car & Coffee," where car enthusiasts gather early in the morning to spend time lined up with their beloved cars while drinking coffee.

Mr. Takanaka: "What we are already planning is the president's favorite 'Car & Coffee.' I want to hold the meetings that are regularly held in Daikanyama, Tokyo, here as well. By the time the SHINOI RING opens, there will be a new cafe, so I would love for people to enjoy coffee that becomes a specialty while having fun in a community of like-minded individuals."

―― They aim to hold two events within the year, in November and December. In the future, they are also considering sessions focused on specific genres or themes.

President Iwasaki: "There are as many hobbies as there are people. We are talking about how it would be interesting if any hobby could be realized here, given that we are calling it a mobility hub."

―― A grand concept of connecting people through mobility. The attitude of picking up voices from visitors is also clear.

President Iwasaki: "The people who come leave their requests with us. That is tremendously helpful. Since we have only been focusing on mobility development, we surprisingly don’t know much about other worlds. As long as people come, opinions will arise, so we want to take the good parts from that." <

Creating a place where young people can challenge themselves

―― Mr. Takanaka, who is essential for realizing such projects, and Mr. Hayakawa, who is stationed on-site, are two young people. Their intentional placement should also be noted.

President Iwasaki: "They decide various things, and there isn’t a right answer to that judgment. Since it is something the company has never done, I honestly don’t know when asked. I will take responsibility, but for them, it is important to have the experience of deciding with authority."

―― After spending a certain period here, they will return to their existing duties. Another member may come in then. President Iwasaki envisions a design in which the organization as a whole grows by having people cycle in and out. SHINOI RING serves as a place for talent development for the Fiat group as well.

Mobility Hub Chief Takumi Hayakawa.

―― Mr. Hayakawa is currently almost permanently stationed on-site. When asked about the challenges of creating the SHINOI RING.

Mr. Hayakawa: "As I imagine the faces of the customers we are welcoming, I find it not difficult at all to explore and prepare every corner of the site. I can concentrate with a lot of enthusiasm. For now, I try things out, and if it doesn't work, I think of various different directions. It's also fun to discuss that with my teammates. I don't think alone; I start by expanding around me and addressing and improving it."<

―― When starting something, there are always people involved, and behind that, there are cars. Both maintenance and hospitality on-site are considered in reverse from that perspective. For example, the dirt course on the premises is a road that they cleared through the forest. It wasn't initially passable for cars, but Mr. Tanaka and Mr. Hayakawa took a grass cutter in the height of summer and opened the path. They moved their hands while imagining how to cut so that cars can pass, and what to leave that would delight visitors.

We can continue because we enjoy it

―― Furthermore, President Iwasaki expressed his candid concerns, but there is a sense of humility and excitement about taking on challenges.

President Iwasaki: "We have been living in the B to B (business-to-business) world for a long time, so we lack the know-how for B to C (business-to-consumer) that brings joy to the general public. That is somewhat scary and is our biggest source of anxiety. However, I want to raise our level by deliberately challenging that. We may not be able to run it formally, but rather I think a casual atmosphere would be good."

―― The turnout for events doesn’t necessarily mean that people will gather from the start. Even so, we continue to hold them with the premise of nurturing the event. Prioritizing the ability to continue over aiming for a flashy start seems to be a new way of thinking typical of President Iwasaki.

President Iwasaki: "What our company struggles with is 'continuation'. So no matter what, we will keep going without stopping. That’s our theme. Therefore, we are having fun doing it ourselves. Putting the customers first, but beyond that, we want them to feel that we are doing this because we enjoy it."

Facility Name / SHINOI RING
Location / 1804 Maeyama, Shinoi-cho, Utsunomiya City, Tochigi Prefecture
On-road Course / Total Length 1.3km
Adjacent Facilities / Dirt Course, Rest House (Café), Driving Simulator
Open to the Public / Starting Saturday, September 19, 2026
https://shinoi-ring-ts.phiaro.jp/

● SHINOI RING / Phiaro Group

Photography / Hiroshi Nose, Masashi Kakino, Reporting / Nanako Otake (Hidamari Moyou)

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