Nissan Brand Book

DESIGN Building the Brand with World-Leading Design DESIGN IS KEY TO TODAY’S EXPANSION OF THE NISSAN BRAND. IT DEFINES THE FIRST AND LASTING IMPRESSION CUSTOMERS HAVE ABOUT THE NISSAN PRODUCT, AND PLAYS AN IMPORTANT ROLE IN EXPRESSING THE NISSAN BRAND IDENTITY. THE AIM IS TO CREATE DESIGN THAT REVERBERATES IN THE HEART, APPEALS TO THE MIND’S EYE AND DELIVERS CONCEPT AND MESSAGE. Design is the interface between customers product and planners to foster innovative Fuga A sp and the brand. Nissan believes that it has concepts and designs with impact. supe the speed and power to communicate They can dare to be bold in their designs, interi across borders through form and shape. but it is a boldness tempered the c Nissan designers realize that a car by thoughtfulness. addit is much more than metal, rubber and The commitment is straightforward: provi fabrics. It’s more than mere transportation. Nissan design will be a creative force that succ seat The automobile represents freedom, stirs creativity, nurtured innovation and self-expression—even desire. challenges the conventional to create Understanding this fundamental concept attractive, distinctive products. allows designers to blend passion and practicality, creating cars that meet Concept cars: where Nissan designs step customers’ unanswered needs. In doing out, show their creativity and point the way so, they work closely with Nissan’s to Nissan’s future look: Jikoo Qashqai The J The Qashqai is a compact crossover with build an advanced electronic 4WD system—an Road Urban Nomad. It is the first complete design techn project from the new Nissan Design Europe the o center in London, which opened on January syste 1, 2003. Large wheels and exaggerated with wheel arches give the vehicle a purposeful stance, echoing the strength of a large 4x4, but with delicate design touches that endow it with a softer, less aggressive look. 16 Nissan Annual Report 2003 25 50 75 25 50 75 25 50 75 25 50 75 16 1