‘Another innovation’: the pursuit of new perspectives
Two modes of innovation
Having spent years exploring innovation, Ueda has concluded there are two types. The first is technology-based in pursuit of value creation, which he calls "Value × Tech." It's been championed by many companies over the years.
The second is "Value/Tech," which is driven by the pursuit of new perspectives. Ueda has dubbed this the "Another Innovation" mindset.
Value × Tech = new value created through cutting-edge technology
Value/Tech = deep emotional impact with simple technologies
Value/Tech innovation is the pursuit of profound innovation through simple technology. The goal is to make that innovation so exciting through sheer creative thinking that it makes people go "wow." Ueda believes the true measure of innovation is the amount of wow it can inspire, and innovation made possible by simple technologies combined with deeply creative thinking is the ultimate.
Comparing the two modes of innovation
In the Value × Tech mode, the higher the level of technology and value generated, the greater the degree of innovation. Therefore, convention would dictate that great innovation can only be found in lofty spheres.
But in the Value/Tech mode, simpler technology can be leveraged to create a big wow. Ueda dubs this phenomenon "singularity."
Interestingly, the lower left quadrant and upper right quadrant of Value/Tech both indicate a wow value of 1.0. In short, high-tech/high value and low-tech/low value are equivalent from a wow perspective. Thus, the potential for innovation hidden in our daily lives may actually be more accurately expressed and brought to life through the Value/Tech mode.
Now let's look at the lower right quadrant of Value/Tech: the low-value/high-tech area. This outlines the area where even though the value created by a high-tech innovation may be small, it's nonetheless doggedly pursued. This can be described as a state of over-technology in which the pursuit of high-technology has become an end to itself. To create truly meaningful innovation, we must avoid falling into this trap.
Nissan believes that in parallel with its traditional pursuit of high-tech innovation, it is necessary to actively take on the challenge of low tech/high value innovation as well. We call this effort Another Innovation.
The embodiment of "another innovation" is taking shape in various forms. One example is the CLV (Contemporary Lifestyle Vehicle) prototype sedan. Simple innovations and technologies have been implemented to enrich the mobility experience, resulting in a wide array of different ideas enabling and enhancing activities such as eating, sleeping and having fun in a sedan. Rather than using a camping car or SUV, engineers have worked within the constraints of a sedan, transforming sun visors into tables, side mirrors into trash cans and rear seats into beds. With AI integration, these innovations are not low tech but rather deceptively simple yet profoundly innovative. While they may not take center stage, they collectively contribute to a uniquely innovative sedan experience.
Another form is Phygital UI. In contrast to modern cockpits dominated by large displays, this innovative user interface combines deceptively simple yet innovative mechanisms with digital technology. Rather than focusing solely on complex technology, Phygital UI creates a warm and instinctively appealing experience for users. While utilizing the latest digital advancements, the technologies that comprise Phygital UI remain in the background, serving to convey the vast amounts of information the car is processing each second into clear, intuitively understandable expressions, resulting in a surprising and emotionally resonant experience for drivers.
The world of bricolage and sci-fi imagination
To carefully observe and deeply understand the things that surround us, and to create new uses through unlikely combinations — this is the essence of bricolage. Nissan believes bricolage is also an effective approach to realizing a more sustainable society.
Imagine, for example, a science fiction type scenario in which a major incident occurs and large-scale manufacturing becomes impossible. In such an extreme situation, it will be paramount that you can continue using your car for as long as possible. Bricolage opens our minds and imaginations to sustainability and resilience, too.
Nissan engineers will continue using their unbound imagination and Another Innovation mindset to expand the possibilities of mobility and help realize a sustainable future.
The CLV: a prototype born of bricolage
