Nissan engineers unleash
the power of imagination
The inspirational challenge
driving our ideas
Nissan founder Yoshisuke Aikawa famously said, “Dare to do what others don't."
His challenge is what drives the imaginations of Nissan engineers to this day.
Their ideas are the fruit of a relentless pursuit of engineering knowledge and
technical expertise combined with unbound imagination and a sharp focus on
creating new value.
New ideas can become powerful currents that enrich our daily lives and
revolutionize the world.
Our ideas for the future focus on hope and positivity.
The inspirational challenge driving our ideas
Nissan founder Yoshisuke Aikawa famously said, “Dare to do what others don't." His challenge is what drives the imaginations of Nissan engineers to this day.
Their ideas are the fruit of a relentless pursuit of engineering knowledge and technical expertise combined with unbound imagination and a sharp focus on creating new value.
New ideas can become powerful currents that enrich our daily lives and revolutionize the world.
Our ideas for the future focus on hope and positivity.
Nissan's ideas are woven with the philosophy of bricolage
The philosophy of bricolage — "something constructed or created from a diverse range of things” — is about innovating with what is readily available to inspire fresh ideas and create new value. Tetsuro Ueda, expert leader at the Nissan Research Center’s Yokohama Lab, was inspired by this approach even though at first glance it would seem at odds with a manufacturer pursuing efficiency in mass production. He believes merging Nissan’s cutting-edge technology and the philosophy of bricolage will pave the way for many exciting new innovations that contribute to a sustainable future. Representative of this fusion is the Contemporary Lifestyle Vehicle (CLV), which is a highly innovative prototype sedan that embodies the very essence of bricolage.
Moving beyond the screen
Is a driving experience centered around a large screen display the only ideal future?
By exploring this question, Ueda arrived at a revolutionary new idea: a cutting-edge interface concept known as “Phygital UI” that seamlessly combines the latest digital technology with tactile and physical elements.
This interface features a miniature model of the car that moves in real-time as it communicates with the vehicle, along with AI that analyzes the surrounding environment and expresses it in unique, creative ways. These elements make Phygital UI not merely a revolution in how information is displayed, but also a new way for cars and humans to communicate. How will this interface revolutionize our relationship with vehicles?
‘Another innovation’: Pioneering new value and perspectives
Ueda advocates for the concept of “another innovation” — a mindset that seeks new perspectives beyond the traditional “value x tech” (value times tech) paradigm. While Nissan will continue to pursue groundbreaking advancements where cutting-edge technology transforms our lives, another innovation shifts the focus to a “value/tech” (value divided by tech) paradigm, where even simple technology can drive profound innovations.
This new equation highlights the potential for innovation that does not necessarily rely on advanced technology. Instead, the key lies in how much value can be created using simple technology. Ueda refers to the emotional impact generated by this value-to-technology ratio as "wow” factor, believing it is the true measure of innovation.
Related Websites
Nissan Research Center initiatives
Another Innovation
(Japanese)