Nissan's new concept car is a digital canvas

Displays cover numerous surfaces as the car maker seeks younger buyers

Nissan's latest concept car will pass the digital cool test but it won't do much to stop distracted driving: the entire dashboard is one huge display on which drivers and passengers can post anything.

The car, due to be unveiled at this month's Tokyo Motor Show, has the snappy name "Teatro for Dayz" and the display concept spreads throughout the entire car to include the seats and even displays on the outside of the vehicle.

Nissan says it's designed for "digital natives," who are accustomed to using digital devices to share content so why should the car be any different?

Nissan Teatro for Dayz Nissan

Nissan's Teatro for Dayz concept car.

The car is the result of "extensive" surveys with the younger generation that came to the conclusion that, according to Nissan, young people "feel that time spent in a car should be time for connecting and sharing experiences with friends."

And so the car includes a camera, so drivers can instantly share what's going on in and around the vehicle with their friends.

As a concept car, the Teatro for Dayz is meant to attract attention and get people thinking differently about what a car could be like in the future.

It's not meant to be a fully thought out design that's ready for the market, which is probably just as well as the solid white seats wouldn't make for a very comfortable drive. Presumably, the younger generation haven't given up comfort for digital cleverness.

Nissan Teatro for Dayz Nissan

Nissan's Teatro for Dayz concept car.

So look at the image above and you'll see the seats, headrests, and instrument panel are digital screens on which the driver and passenger can project anything. Nissan calls it a "clean canvas."

The display function only works when the car is parked. In drive mode, all the driver can see are the various meters and controls necessary to drive the car and any maps that might be needed. All can be resized at will.

But what the car is really all about is grabbing the attention of young people, so they turn into car buyers and don't just rely on services like ZipCar or Uber.

"We can no longer attract their attention with the same old values," Nissan said in a statement while acknowledging "what moves kids today is not what moved their parents."

Nissan Teatro for Dayz Nissan

Nissan's Teatro for Dayz concept car.

The Teatro for Dayz is an electric car, seen above in recharging mode. Notice how the door trim provides an update on the charging progress?

The car will be on show at the Tokyo Motor Show, which begins on Oct. 30.

Nissan isn't the first car company to think about lots of displays in a concept. At the beginning of the year, Mercedes Benz showed off its F015 concept, which envelopes passengers with displays. The seats look slightly more comfortable and the F015 is also ready for self-driving with driver and passenger seats that turn around.

Mercedes Benz F015 concept Martyn Williams

The interior of the Mercedes Benz F015 concept car has seats that face each other because the car will do all the driving, seen here at the North American International Auto Show in Detroit on January 13, 2015.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in