What kind of car will it take to excite the digital native generation? And how is Nissan Japan 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 Japan 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 Japan 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."
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