The Moment Matsuura is Drawn to an Object

When purchasing an item, whether it's a car or anything else, what should one look for? This is a common concern for everyone. Of course, it's best to choose what you like, but the more expensive the item, the more this anxiety tends to grow. So, how do those considered connoisseurs in the world view objects, and by what judgment do they make their purchases?

Yatarou Matsuura, 48 years old. He holds various titles, including essayist, bookstore owner, and editor, and is the former editor-in-chief of "Kurashi no Techo." He is currently affiliated with Cookpad, the company that operates Japan's largest recipe site, "Cookpad," and is preparing a new web media platform called "Kurashi no Kihon" with a focus on "living."

He is so well-regarded for his discerning eye that last year, the magazine "Brutus" featured a special section titled "Yatarou Matsuura's Catalog of First-Class Items for Men." In an essay written for this feature, he recounts how, as an elementary school student, he was bought a professional-grade baseball glove for 48,000 yen because he "only wanted the real thing."

When someone so particular about authenticity looks at an object, what do they consider first?

So, what specific aspects does he look at?

"First, everything should be simple. Then, does it possess allure, or uniqueness? I'm also drawn to parts that are beautiful. This is a personal sensibility, so it's difficult to put into words. Also, if possible, I prefer things made by hand, or where the craftsmanship is clearly felt. That, in turn, means they can be repaired or disassembled by hand. I like things with that human touch. Another point is that they shouldn't be perfect."

A car that elevates you. A car that inspires you.

When it comes to cars, his all-time favorite, regardless of generation, is the "Aston Martin DB5" released in 1963. Specifically, he likes the front and side lines. Indeed, it is classic and possesses ample allure.

"It has history and universality. I feel it has a personality and also allure. At first glance, it might seem understated, but I'm drawn to the fact that delving deeper reveals an incredible story."

However, Matsuura admits that choosing a car is difficult.

"I believe cars choose their drivers. It's about whether you are worthy of that car. Regardless of economic capability, if you are not yet suited to the car in terms of inner character or age, it's best not to drive it. It doesn't look good to force it."

That's why Matsuura aims for a "slight stretch."

"Stretching too much isn't good, but a little bit can elevate you. I choose cars that I feel will inspire me."

He also emphasizes that a suit and tie are essential when choosing a car.

"I'm turning 49 this year, and by the time you reach your 40s, you want to drive a car with a certain elegance. I consider how I'll look wearing a suit and tie. I believe a good car can change the person who drives it. I have such expectations for cars."

The Ideal Object

So, how did the new Audi strike Matsuura? The new Audi A7 Sportback is a luxury four-door coupe packed with cutting-edge features. Its supple body, clad in aluminum and high-strength steel, envelops a powerful drivetrain generating 245kW (333ps) and an air suspension, making it a truly contemporary automobile.

When Matsuura first saw the actual car upon entering the photo studio, his eyes lit up. He felt it was not only age-appropriate but, more importantly, a car that would create a positive image when he drove it in a suit. The styling, flowing elegantly from front to rear, is beautifully minimalist. The new Audi A7 Sportback, with its sedan profile and coupe silhouette, is truly simple and sexy – a vehicle that can reignite passion even in those who have experienced life's ups and downs.

As Matsuura says, renowned timepieces and cameras are all simple and full of functional beauty. I agree. And what struck this discerning connoisseur most was undoubtedly the sense of "classic" that could be felt even in this state-of-the-art car.


The front grille, reminiscent of the "Auto Union" racing cars that were active in the 1930s, and the fact that the analog gauges remained instead of being purely digital, seemed to bring him a sense of relief.



After all, the new Audi A7 Sportback is a car packed with the latest technology. While its aerodynamics and other aspects are undoubtedly meticulously calculated and designed, it is the human "hand" that imbues it with captivating allure. This is perhaps the pride of a car manufacturer that has carried on its history. This resonated with the connoisseur who values both tradition and innovation.

And thus, it was remembered by him as an "ideal object" that requires no distinction between practical items and those for pleasure.

Audi A7 Sportback 3.0 TFSI quattro
Audi A7 Sportback 3.0 TFSI quattro
Body Dimensions | Length 4,990 × Width 1,910 × Height 1,430 mm
Wheelbase | 2,915 mm
Vehicle Weight | 1,900 kg
Engine | 3.0-liter V6 DOHC Supercharger
Transmission | 7-speed S tronic with electronic control
Maximum Output | 245 kW (333 ps) / 5,500-6,500 rpm
Maximum Torque | 440 Nm / 2,900-5,300 rpm
CO2 Emissions | 184 g/km
Fuel Consumption (JC08 mode) | 10.1 km/ℓ
*Fuel consumption rates may vary depending on actual driving conditions and usage environment.
Price (incl. tax) | From 9,240,000 yen