Celebrating 70 years of Nissan Design
The styling section of Nissan's design division began in 1954 with just seven members led by Shozo Sato. With his extensive knowledge of automobiles and skillful watercolor artwork, Sato penned a number of remarkable vehicle designs, including the Datsun 112 and Bluebird (310). He believed the designers were charged with reflecting Japanese culture and tried to create simple, clean car designs that would suit the nation's landscape.
In 1966, Nissan Motor merged with Prince Motor Company and the companies' design divisions were integrated. There were two separate studios – one in Tsurumi, Yokohama, and the other in Ogikubo, Tokyo. Together, the designers brought many memorable cars to market, including the Fairlady Z (S30), Skyline (C10), Bluebird (510), Cedric Gloria (230), Sunny (B10) and Cherry (E10). These models were the result of tough internal design competitions.
With the 1982 establishment of the Nissan Technical Center in Atsugi, Kanagawa Prefecture, the design studios were consolidated into one location. The diversifying consumer trends of the 1980s opened up designers' imaginations and several notable vehicles emerged as a result. The Pike cars like Be-1, Pao and Figaro had a strong influence on the world of automotive design. A new generation of luxury cars such as the Cima (FY31) and INFINITI Q45 (G50) ushered in fresh values. Nissan's world-class performance manifested in the designs of the Skyline GT-R (R32, R33 and R34) and Primera (P10).
Jun Shimizu, who served as the head of the Design Department during this period, commented on the 70th anniversary of Nissan Design.
"The 70th anniversary of Nissan Design brings me immense joy. I spent 34 years at Nissan, just about half of the entire history of Nissan Design. Since its founding, we always maintained a culture in which everyone could demonstrate their ideas and creativity freely. It was never a bureaucratic organization where designs are created top-down. All the designers, modelers and various support staff worked together to create unique and innovative designs for the world. I know Nissan Design will continue to grow and shine."
In the 2000s, as the market became more globalized, branding became paramount. Today, Nissan has design studios around the world, with locations in Japan, the United States, the United Kingdom, China and Brazil. As a global team, Nissan designs cars with our Japanese DNA in mind while incorporating the needs of each market. It is the embodiment of Shozo Sato's principles and pride for Japanese culture.
On Nissan Design's 70th anniversary, Alfonso Albaisa, senior vice president of design of Nissan Motor Corporation, said, "As a lover of the art of creating automobiles, what an immense joy to celebrate the 70th anniversary of Nissan's design division both as observer and as a proud member! Many trends both big and small have defined the entire century plus of car design, but our 70 years has been defined by carving our own unique place in this great history. It's a great talent possessed by all who have been Nissan Design members to fully recognize and understand the trends as good but insist there is a greater and deeper beauty in the path less traveled. For all those who came before us and those who will come, we are assured our place simply because we understand that our power comes from inside all of us! Let's celebrate the next 70 years!"
Design always evolves with the world. Following Nissan's founding in 1933, the company initially focused on providing small, domestically manufactured cars suited for Japanese drivers. During the period of rapid economic growth in the 1950s and 1960s, customers demanded a new, diverse array of products – and Nissan delivered.
Today, Nissan's global team is dedicated to bringing innovative designs to market while preserving its Japanese DNA. It's a 70-year principle that Nissan is committed to maintaining on the road ahead.