Heads up, digital natives! Nissan has designed a car just for you – the Teatro for Dayz – which has been on display at the 2015 Tokyo Motor Show. This car is meant for people who have gotten used to transformational technology and can’t imagine a world where they won’t be free to use digital devices to share their experiences.
Nissan’s approach to this concept is quite unusual as it defies customs and finds way to push boundaries.
It also brings to light the need of doing away with added value. Executive Design Director Satoshi Tai said that in designing for ‘share natives,’ the company deviated from its typical processes and it chose not to use the knowledge that it has already gained from previous experiences.
He explained that share natives don’t consider power, acceleration, and superior quality to be significant factors in choosing a vehicle. These characteristics are disregarded as they’re seen as outdated features and have “little relevance.”
Nissan isn’t making guesses; it has conducted extensive surveys of this generation. According to Nissan's Product Planning General Manager Hidemi Sasaki, share natives believe that time spent inside a car is better used to connect with friends.
Nissan is convinced that the “old values” won’t catch the attention of this generation. Sasaki added that the Teatro for Dayz's concept represents "a clean canvas," which allows them to be free to build experiences and share them.
This car is meant to be looked at as a “platform for inspiration” to enable share natives to form their own experiences, express their attitude, and share all of these. Nissan wasn’t kidding when it said that it is offering a clean canvas with this concept car.
Inside this car are two pedals, some solid white seats, and a steering wheel. It isn’t your typical car and that’s putting it lightly. With this "Future Canvas" interior concept, the consumer can change its looks whenever the whim strikes her or him.
It achieves this via the image display technology, which is surprisingly incorporated into the turning seats, door trim, headrests, and the instrument panel that turn into a moving screen. Tai said that its interior may be visually changed, depending on the occupants’ mood, whether it’s about games or surprising friends.
The owner’s imagination determines the limits of Teatro for Dayz’s usefulness. Seeing just a flat instrument panel and a steering wheel is a bit off-putting but there’s good reason for it. Using the traditional switches will put a damper on expression and how the display works.
If you want to turn on or adjust your audio and air conditioning, you only have to use the voice control and motion sensor technologies that Nissan developed. During drive mode, the instrument panel displays the meters and the navigation info.
As soon as the car is parked, all these disappear. Even the seats are radically different. They can be described as seats that take on the appearance of balance balls. The exterior design of this car is warm but quite impersonal.
But it’s only because Nissan doesn’t want to make assumptions of what the owner prefers and wouldn’t want to restrict their creativity. Tai explained that the trademark V motion grill and headlamps are there but the other elements such as those that display aggressiveness like elegance, size, and speed are absent.
He added that what Nissan is doing here is a preview of what the EVs will be like in the future. It’s no coincidence that its exterior resembles digital handheld devices with a shade that’s between satin white silver and full gloss white.
The uncomplicated square shape of this car optimizes opportunities for sharing and communication. It has a roomy interior that offers the ideal space for friends to come together. Meanwhile, its exterior’s plain surfaces have LED screens that allow the consumer to express emotions and thoughts.
This is an example of a kind of simplicity that creates a stunning impression. Additional features include neatly rounded roof and bumpers, wheels that reach the outer corners, and very short front and rear overhangs.
Tai describes the Teatro for Dayz as a “canvas for individual expression” and no one can disagree with this very true statement. Pretty soon, we’ll find out what this generation thinks of this vehicle via their experiences shared on social media.