design language. Once these layers are added together, a truly unique global identity can be developed, which is fundamental to creating something original and fresh. Qashqai: The beginning The success of the Nissan Qashqai, undisputedly the best selling Nissan in Europe, was a global effort in terms of design ideas, but was designed essentially at NDE. Every studio contributed to the design success of this product, but London held a unique position in its birth. The design reflects a changing cultural landscape of customers needs, mirrored by introspection by the brand on what it is and what it reflects. The designers were living and breathing London 24- hours- a- day. In this subconscious observational exercise they were living an urban lifestyle, experiencing organized chaos, seeing a social melting pot which undoubtedly influenced the creativity of the Nissan Qashqai, a small 4x4 that has a contemporary style, a good stance and values that are confident but not arrogant.
The customer has responded because they see their own values reflected in this design. The car is an avatar to the modern metropolitan dweller. That same recipe that created the Qashqai was part of the DNA of the recent Qazana show car, which premiered at the Geneva Motor Show in 2009, and also previewed a possible future B- segment offering from Nissan. The customer is looking for a practical, rugged product that will still exude a certain sense of style and individuality. Coupled with Nissan's brand identity associated with 4x4 technology, the designers had a clear template on which to begin sketching. Armed with a younger, more liberally minded customer base compared with the Qashqai profile, the design could afford to be more daring and distinctive. Developing the Qazana concept The Qazana is a vehicle for the city, one that will navigate traffic, congestion charges and graffiti- strewn streets with confidence. You can visualize this car turning the corner in Hoxton Square or making its way anywhere from London's east end to Chelsea in the west end. Nimble, sporty and at the same time tough, the round muscular design will appeal to young, first- time buyers that want to express themselves and their individuality. This is very much a key model in the brand because it is targeting early consumers and once a brand begins to create this association with its customers then the relationship will extend to other models as the customer grows and develops. There are hints of the Qashqai, the more up- scale Murano and other Nissans in the Qazana. Matt Weaver, the car's designer says, " It's an optimistic car, which is no bad thing in these difficult times. Had it been created in the sixties it would have counted camper vans, bikes and buggies as its rivals. Infused with that same spirit, there's nothing quite like it today." The manifesto for Nissan Design Europe is to be creative. The studio will constantly supply Nissan and Infiniti with a unique design perspective. To be unconventional and by being located in London, the designers are living a unique existence that inspires them to new creative horizons. more information? click here!