Nissan’s futuristic concept car ‘Teatro for Dayz’ targets social media fanatics

Article by Christian A., on October 30, 2015

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 These characteristics are disregarded as they’re seen as outdated features and have “little relevance.”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.

Press Release


Nissan Motor Co., Ltd. today released an overview of its exhibit at the 44th Tokyo Motor Show, which will be held at Tokyo Big Sight and open to the public from October 30 through November 8. Among the exhibits will be Teatro for Dayz, an innovative concept that signals a new direction in mobile technology. Designed especially for the digital native generation, this vision of near-future vehicles departs from convention and marks a shift in perception.

What kind of car will it take to excite the digital native generation? And how is Nissan designing such a vehicle today?

Step 1: Toss out preconceived notions regarding vehicles
Step 2: Understand that what moves kids today is not what moved their parents
Step 3: Be open to a new definition of mobility

Teatro for Dayz is a combination of mobile technologies unlike any previously imagined in a car. Combined with Nissan's EV technology, this car represents a radical new way of thinking about how vehicles can be used.

Call it a vehicle. Call it a hi-tech device. Call it the lifestyle driver of the future.

Driving = Time disconnected from friends

Owning a car was once a kid's greatest aspiration. Having a driver's license confirmed adulthood, and driving symbolized freedom to go where you wanted to go, when you wanted to go there, and to do what you wanted to do.

But the generation that went straight from the cradle to the Internet and on to an ever-expanding universe of mobile devices holds different values.

According to Nissan's Product Planning General Manager Hidemi Sasaki, "The generation now getting their first driver's licenses has always been connected through digital devices, email, social media and so forth. What moves these digital natives is capturing experiences in photos and videos and sharing them. Friends respond with 'likes' and share the experience further. What's important is not whether something is experienced personally or virtually. What matters is the process of sharing."

Sasaki calls this generation "share natives." For share natives, excitement comes not from ownership of material objects, but from using things to connect with friends and share enjoyment.

For share natives, cars exist outside the orbit of connected life. Many of them describe driving as stressful because they can only share their current experience with the other people in the car. Sasaki says: "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."

The car for share natives

Through repeated sampling of next-generation customers, Nissan began to form a symbolic picture of share natives.

Friends dressing in costumes and going out together...Taking pictures of the experience and sharing them...Playing games, connected to countless friends in a virtual world no matter where you are...Changing smartphone wallpaper on a whim...Online parties where the faces of social media friends appear.

Sasaki says that Nissan has identified some common car interests among share natives. "First, they tend to look beyond the car's basic role of transportation. They want a car to be a versatile tool for creativity like a smartphone. This is different from customizing a car. It is more like the ability to modify a car to meet their mood at that moment. Share natives will use cars in ways we would never imagine. So we thought from the perspective of designing a car that would serve as a canvas for their inspiration."

Nissan's research indicated that minicars will be the vehicle of choice for share natives. "In addition to being compact, minicars remind them of the handy mobile devices they carry in their pockets," says Sasaki. EV technology is a must for this generation. "Share natives are already accustomed to recharging their devices at home, so EVs fit their lifestyles far better than cars that require regular visits to a gas station." With a driving range ample for short commutes, Teatro for Dayz can serve as a giant mobile battery, which can be used anywhere to recharge mobile devices.

Bringing together observations of share natives' interests and lifestyles with Nissan's technological strengths in EV technology and insights into how the future of car technology will unfold led to the development of the first car for the next generation of drivers: Teatro for Dayz.

Teatro for Dayz —Inspiring share natives

From concept to interior and exterior design, Teatro for Dayz is simple: a clean canvas. When the car is in drive mode, meters, controls and maps appear on a pure white instrument panel. When parked, Teatro for Dayz transforms into an entirely new device. The entire interior, starting with the instrument panel, becomes a live display for a generation wired for connectivity.

Teatro derives from the Italian word for theater. It is easy to picture share natives making Teatro for Dayz the center of an impromptu outdoor festival, or embarking on serious new-generation gaming fun complete with top-quality sound.

Share natives could change Teatro for Dayz's interior design, matching the look to the season, the weather, or simply the vibe of the day. Some might choose to share a dreamy scene with close friends far away. Others might decorate for an online party and share the moment with friends.

Teatro for Dayz's plain exterior, too, serves as a canvas for ideas. It's outfitted with LED screens that enable further self-expression. Any experience in or around the car can be shared instantly via an onboard camera. All the while, the EV battery keeps smartphones and other devices juiced up.

No-restrictions interface

Teatro for Dayz's user interface is based on freedom. When the car is not in drive mode, all the driver sees is a steering wheel, an accelerator and brake pedals. As information illuminates on the white instrument panel, the driver can freely adjust the size and position of the meters, gauges and car navigation information on the instrument screen. Unnecessary information can be hidden.

The solid white interior suggests infinite possibilities for display. As technology evolves and share natives contribute ideas through feedback, the variety of ways the interior could serve as a digital native theater will expand.

Teatro for Dayz will start a new conversation about the function of vehicles. We invite you to experience it at Tokyo Motor Show 2015.

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