Morinosuke Kawaguchi about the Nissan Cube’s design success
Auto magazine Motor Trend’s Peter Lyon interviewed Morinosuke Kawaguchi about the success of Nissan’s Cube in the US. He explains how the car’s unique design is inherently Japanese, and how the Japanese car marker did not expect the design to succeed outside its home market. Kawaguchi relates this thinking to what he calls is Japan’s Galapagos mentality, and stresses Japan’s love for asymmetric design and natural shapes that is reflected in the car’s rear door rather than the rational, functional symmetry preferred in other countries. He also notes how young consumers’ interest has shifted from cars to iPhones and cameras, and how car designers need to find their space in this new environment.
The article can be read here.