The IDx concepts on the Nissan stand at the 2013 Tokyo Motor Show are case studies. The first is a casual/lifestyle-focused vision, the IDx Freeflow. The second is IDx NISMO, an ultra-sporty model of the future that looks as if it came directly from a driving simulator.
IDx NISMO and IDx Freeflow show how Nissan is using new and innovative product development methods to meet the needs of younger customers who have novel, exciting ideas, and engage with them to build the cars they want.
The co-creation product development approach requires input from consumers. It was designed to appeal to “digital natives,” the generation born after 1990, and integrates their feedback into the creation process. Nissan thinks this approach could have real applications in the near future.
This co-creation activity led to the development of the two IDx concepts cars, each with their own unique identity, yet aligning with the values and preferences and desire for authenticity, of the mainly digital native collaborative community that helped create them.
IDx: A fresh start
Co-creation defines a new relationship between Nissan and its customers. The prefix Nissan gave to the two new concepts, “IDx,” reflects those ideals. “ID” is the acronym taken from “identification”, relating to the things all individuals relate to on a personal level in a car, and the “x,” which is the variable representing the new values and dreams born through communication.
Engaging with members of the digital native generation created an opportunity to learn a slew of new insights and creative possibilities. The co-creation dialogue reached far and wide, from the basic framework of cars to the last details and finishing touches. The final versions of the two concept cars were born from the engagement with separate co-creation communities. Each one has its own strong character and leaves a vastly different impression.
The design of the two IDx concepts incorporates digital natives’ direct expression of the ideal form of ultimate simplicity in a compact sedan. It was as if they were given a clean, white canvas to freely conceptualise anything that was intriguing.
What Nissan derived from this communication was their desire for a basic, authentic configuration for a car. A car without legacy influences, based on the ideal proportions and straight stance of a simple three-box shaped car design. Thus, the IDx concepts share the same three-box genesis, i.e. vehicles made up of three compartments — engine, passenger and cargo areas.
Nissan designers infused the idea of an “authentic car configuration” into their thinking behind this starting point in the form of a “flexible box.”
Several unique approaches were made from a structural standpoint so the IDx concepts could take on various appearances. For example, the front/rear bumpers and side structure, such as the door panels, seem to sandwich the cabin to focus attention on the centre of the vehicle
This structure allows the car to differentiate itself from others through the side and front face, with vast freedom for customisation. The parting lines (panel partitions) clearly separate the sides and top, and enhance visual clarity while creating a unique and crisp boxed form. Additionally, viewed from the front and rear, the car retains its compact lines while maintaining low and wide body proportions, thereby instilling a sense of it being a “real” car.
Both the interior and exterior share the aim of a simple design, with just the right amount of functions and accessories that are standard on cars to provide a solid sense of build reliability.
In order to have enough flexibility consistent with the creativity inherent to the IDx approach, some areas of the interior incorporate a dual-layered “tight-fit skin.” For example, the dashboard is simple yet refined, created by employing cast moulding in parts in the body structure and on the ventilation ducts. By combining this with sparingly-used, close-fitting trim, the dashboard can be a foundation for various expressions and functions. Similarly, the gauges, centre consoles, and floor consoles were crafted to enable any necessary parts to be installed in an easy and seamless way.
The IDx concepts’ interiors are ultimately the expression of digital natives’ values in a flexible form that is malleable enough to project an exquisite structure while rendering a unique space inside.
The IDx Freeflow reflects the sensibilities of its co-creators; the outlook of people who seek natural and tasteful things in every aspect of their daily lives.
They sought to employ a simple and clean attitude, using the authentic items that they favour to artfully combine various things and give substance to their self-expression. The interior details of this four-passenger concept car are a carefully selected mix of fashionable functionality and comfort in a design brimming with creative originality. It is meant to feel like a living room inside a car where the owner and his or her friends can relax.
The round, no-nonsense steering wheel, attached to the level dashboard, mounts a modern-looking speedometer that would not seem out of place in a younger person’s lounge. Together with an analog clock, prominently located above the centred function monitors, the cumulative effect is an interior that feels heavily influenced by the wish for a cozy, relaxing space.
Additionally, the coordination of finished metals with the thick surfacing material on the dashboard and console, combined with the denim selected to cover the seats and certain trim areas, produces sections that dazzle the eye but are balanced by more calming hues in other spots. This is the unique quality of the co-creators’ taste as expressed in the cabin appointments.
In particular, the moderately faded texture and colour of the denim used in the interior conveys a new kind of quality, a back-to-basics charm seldom seen in cars until now. Though compact in size – about 4.1 metres in length, 1.7 meters in width, and 1.3 metres in overall height – the IDx Freeflow impresses with its daring yet dignified exterior. The car’s “floating roof”, a seamless rounded roof shape, is another design twist that accentuates the simple box form of the body.
The exterior colour is a sophisticated combination of white and flax (a light brown shade), invoking a casual feeling like that produced by the pairing of the venerable white T-shirt with khaki chinos, and highlighted with silver accessories or a belt. The overall visual effect is completed by the addition of stylish 18-inch chrome wheels.
The digital native cohort’s quest for authenticity can also be interpreted as a demand for economy and efficiency in their everyday car. For this kind of vehicle, the requisite high level of fuel economy and driving performance could come from a powertrain with a 1.2-to-1.5L gasoline engine mated to a continuously variable transmission (CVT). 4
Many of the group of co-creators who were involved with IDx NISMO are people who grew up playing racing simulation games that feature cars of the past and from all corners of the globe. They had a natural desire to realise that virtual driving experience in a real car of their own.
Not limited to being inspired just by racing cars, IDx NISMO was born from a refined combination of the freedom to borrow liberally from memorable vehicles of yesteryear and the present, in addition to whatever was felt exudes “cool.”
The IDx NISMO’s co-creation dialogue took the distilled heritage of Nissan’s basic box-shaped racing vehicles of the past and married it with various intriguing new details. This resulted in a car that appears to be timeless and moored in a place all its own.