a legend returns - Nissan Lebanon

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I M A G I N AT I O N FACTORY Designers from all over the world’s most advanced centres simulate one another to produce the best designs to respond to a variety of wishes within a fusion of cultures and customs, each with its own values. Nissan’s international network closely connects all this to create consistently advanced form. “For any automaker, attractive design is a necessary condition for the success of a product. It is not sufficient, but it is necessary. Why? Because the design is the first thing our customers see. If they do not like it, they won’t go any further. It is important for the design to be compelling, to make customers think at first glance, “Let me 26 IMAGINAT know more”. When they test our product, they then discover whether the technologies, benefits and features align with the design. The design provokes their interest, and when they test our products, they should not be disappointed, but fulfilled. For example, the design of the Z looks like a tiger. When you drive it, you feel the tiger! The experience fulfils the image. We have to remember that when customers buy cars, their decisions are often based on rational, irrational and emotional factors. Creative, appealing design can stir a strong emotional reaction, enhance pride of ownership and foster lasting loyalty to the Nissan brand.” The above statement is by Carlos Ghosn, President and Chief Executive Officer of Nissan Motor Co. and is so true in its being. How many times our choice of a new car is determined by the way it looks.? Mostly, it seems. Once the appearance appeals, then the next step is to open the doors and sit in it to feel it. It is a chain of emotional stirrings that a good design – on the outside and inside – must evoke for the customer to begin a bond with the product. And this is where all the hard work of all the Nissan Design centres the world over comes into play. In recent years, Nissan has proved that it is possible to rise gallantly from the depths of despair to become the most profitable car company and one of the most important factors in this transformation has been the fantastic work done by the design department. Lessons have been learnt from the mistakes of the past to put things in perspective and today, Nissan products are acknowledged to be in sync with the times and in some cases, much ahead of the competition. There is a sense of being adventurous, modern and curvaceous that draws customers to Nissan products. And this has all got to do with design! Nissan Design began way back in 1954 with a team of just seven. Today, there are design centres spread across the globe employing hundreds to bring cutting edge design catering to customers from different spectrums: time, geography, market segment, economic conditions. It is only by understanding the complexity of this multi-faceted situation that Nissan designers have led the revival of the company and this continues. After all, the global growth of Nissan has to continue to be led by the unique design of the products. Designers at Nissan Design start with values of the “3 C’s” - Clear, Creative, Consistent – and with these 3 C’s design takes shape. Further accentuating the passion of the brand are six words to Nissan Design which in each adds more emphasises to the passion of the brand.
DESIGN FEATURE ION FACTORY Symbolic – iconic and memorable Advanced – Progressive, fresh and new Broad Planes – Dynamic tension, solid and sturdy Simplicity – Pure, natural and clean Finessed – Refined nuances Humancentric – Attuned and sensitive. Nissan Design is an integral component of the company and its role is of the utmost importance as the company looks ahead with vigour and zest to bring more joy to Nissan customers. Neville Jal Darukhanawalla 2006 27
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Page 3 and 4: MR. CARLOS GHOSN PRESIDENT & CEO, N
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Page 7 and 8: NISSAN ORGANIZES ROAD SAFETY EVENT
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Page 11 and 12: NISSaN COllECTION! FEATuRE In keepi
Page 13 and 14: COVER STORY Borne out of a sober li
Page 15 and 16: This could be the most obvious clue
Page 17 and 18: Customer satisfaction is a key fact
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Page 23 and 24: Casablanca Motor Show 2006 The fift
Page 25 and 26: Smooth: JATCO has taken on board th
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a legend returns - Nissan Lebanon

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