All About Japan

Concept Car for the 'Share' Generation


When Nissan's “Teatro for Dayz" concept car makes its world debut at the 2015 Tokyo Motor Show, it will represent a vehicle designed specifically for the new "share native" generation—young people who have never known a world without social media.

“The generation now getting their first driver’s licenses has always been connected through digital devices, email, social media and so forth,” Nissan product planning manager Hidemi Sasaki said in a statement. “What share natives want from cars is not the joy of driving or their own private space, but a better way to connect with friends and share experiences.”

According to Nissan executive design director Satoshi Tai, traditional automotive values are actually a turnoff for the Teatro’s target market because they “call to mind old-fashioned technology that bears little relevance to their lives.”

So Nissan has thrown out the traditional values used to sell cars, such as power and quality. Instead, the company has focused on creating an environment that’s totally conducive to a connected social media experience.

The exterior design of the Teatro is fairly conventional and doesn’t departure from that of a traditional minicar. But at the driver’s whim, the whole interior can be transformed into a massive moving display screen.

“The interior can be visually altered according to one’s mood, for playing games, and in the blink of an eye to surprise friends,” Tai explained in the statement.

“What Teatro for Dayz is, how it’s used, and what it could become are all up to the share native’s imagination.”

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