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 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 product, 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 fulfills the image.

We have to remember that when customers buy cars, their decisions are often based on both rational and emotional factors. Creative, appealing design can stir a strong emotional reaction, enhance pride of ownership and foster lasting loyalty to the Nissan brand.

Carlos Ghosn
President and Chief Executive Officer