Raising the curtain on ‘share natives’

Nissan has coined a new phrase to describe the generation of car buyers it hopes to woo into the plugged-in autonomous driving experience of the future – share natives.

This particular tribe, it claims, is not bothered about distinguishing between the reality and the virtual reality just as long as whatever experience they are having can be shared instantly with both real and virtual friends around the world.

However, it recognised that “Driving = Time disconnected from friends” and it’s answer top this disjoin in the Teatro for Dayz concept mini people carrier unveiled at the Tokyo Motor Show later this month.

It says the generation that went straight from the cradle to the Internet and on to an ever-expanding universe of mobile devices holds different values.

According to Nissan's product planning general manager Hidemi Sasaki: “The generation now getting their first driver’s licenses has always been connected through digital devices, email, social media and so forth. What moves these digital natives is capturing experiences in photos and videos and sharing them. Friends respond with ‘likes’ and share the experience further. What's important is not whether something is experienced personally or virtually. What matters is the process of sharing.”

Sasaki calls this generation “share natives.” For share natives, excitement comes not from ownership of material objects but from using things to connect with friends and share enjoyment.

For share natives, cars exist outside the orbit of connected life. Many of them describe driving as stressful because they can only share their current experience with the other people in the car. Sasaki says: “What share natives want from cars is not the joy of driving or their own private space, but a better way to connect with friends and share experiences.”

Through repeated sampling of next-generation customers, Nissan has formed a symbolic picture of share natives:

·         Friends dressing in costumes and going out together…Taking pictures of the experience and sharing them…Playing games, connected to countless friends in a virtual world no matter where you are…Changing smartphone wallpaper on a whim…Online parties where the faces of social media friends appear.

Sasaki says that Nissan has identified some common car interests among share natives. “First, they tend to look beyond the car's basic role of transportation. They want a car to be a versatile tool for creativity like a smartphone. This is different from customising a car. It is more like the ability to modify a car to meet their mood at that moment. Share natives will use cars in ways we would never imagine. So we thought from the perspective of designing a car that would serve as a canvas for their inspiration.”

Nissan's research indicated that minicars will be the vehicle of choice for share natives. “In addition to being compact, minicars remind them of the handy mobile devices they carry in their pockets,” says Sasaki.

Electric Vehicle (EV) technology is a must for this generation. “Share natives are already accustomed to recharging their devices at home, so EVs fit their lifestyles far better than cars that require regular visits to a gas station.”

Nissan asserts that, with a driving range ample for short commutes, Teatro for Dayz can serve as a giant mobile battery, which can be used anywhere to recharge mobile devices.

Teatro for Dayz “clean canvas”

From concept to interior and exterior design, Teatro for Dayz is simple: a clean canvas. When the car is in drive mode, meters, controls and maps appear on a pure white instrument panel. When parked, Teatro for Dayz transforms into an entirely new device. The entire interior, starting with the instrument panel, becomes a live display for a generation wired for connectivity.

Teatro derives from the Italian word for theatre and Nissan says it is easy to picture share natives making Teatro for Dayz the centre of an impromptu outdoor festival, or embarking on serious new-generation gaming fun complete with top-quality sound.

Share natives could change Teatro for Dayz's interior design, matching the look to the season, the weather, or simply the vibe of the day. Some might choose to share a dreamy scene with close friends far away. Others might decorate for an online party and share the moment with friends.

Teatro for Dayz's plain exterior, too, serves as a canvas for ideas.  It's outfitted with LED screens that enable further self-expression. Any experience in or around the car can be shared instantly via an onboard camera. All the while, the EV battery keeps smartphones and other devices charged up.

Teatro for Dayz's user interface is based on freedom. When the car is not in drive mode, all the driver sees is a steering wheel, an accelerator and brake pedals. As information illuminates on the white instrument panel, the driver can freely adjust the size and position of the meters, gauges and car navigation information on the instrument screen and unnecessary or seldom used information can be hidden.

Catch up with all the latest connected car developments at TU-Automotive Europe 2015.

Leave a comment

Your email address will not be published. Required fields are marked *