Nissan 2004 Annual Report Download - page 18

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Nissan Annual Report 2003
16
DESIGN
Design is the interface between customers
and the brand. Nissan believes that it has
the speed and power to communicate
across borders through form and shape.
Nissan designers realize that a car
is much more than metal, rubber and
fabrics. It’s more than mere transportation.
The automobile represents freedom,
self-expression—even desire.
Understanding this fundamental concept
allows designers to blend passion and
practicality, creating cars that meet
customers’ unanswered needs. In doing
so, they work closely with Nissan’s
product and planners to foster innovative
concepts and designs with impact.
They can dare to be bold in their designs,
but it is a boldness tempered
by thoughtfulness.
The commitment is straightforward:
Nissan design will be a creative force that
stirs creativity, nurtured innovation and
challenges the conventional to create
attractive, distinctive products.
Concept cars: where Nissan designs step
out, show their creativity and point the way
to Nissan’s future look:
Qashqai
The Qashqai is a compact crossover with
an advanced electronic 4WD system—an
Urban Nomad. It is the first complete design
project from the new Nissan Design Europe
center in London, which opened on January
1, 2003. Large wheels and exaggerated
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.
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.
Building the Brand with World-Leading Design