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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in