Technology

Japanese automakers are scrambling to meet the needs of a different generation of drivers. According to a recent newspaper poll, only 25% of Japanese men in their 20s even want a car, down from 48% in 2000. These young, urban drivers cite rising gas prices, the environmental impact of cars, and their modern technology-driven lifestyles as a reason to depend on Japan’s public transportation system instead of purchasing cars. Automakers are trying to fight this generational shift with state-of-the-art concept vehicles that directly appeal to the hip youth of Tokyo’s Harajuku neighborhood.

Domestic sales of Japanese cars has fallen 31% since 1990, even while exports are rising. Studies attribute this slide to different values, where iPods, web-enabled phones, and laptops have replaced the car as a status symbol. Nissan in particular has been reaching out to the youth market with demographic studies and a design studio in the Harajuku neighborhood. The office, called “Creative Box,” is home to Nissan’s car designers, and it has very little resemblance to a corporate headquarters. Designers are encouraged to wander the streets, take in the flamboyant fashions, and frequent local clubs to see the most popular bands.

To reach out to young drivers, Honda has introduced the Edix minivan, designed to hold three passengers in the front in a V-shape to allow more cargo room in the back. This is meant to appeal to Japan’s youthful sporty set who want to carry bicycles, surfboards, and other sports gear in the van. They’ve promoted the Edix with this video from anime studio Studio 4°C, and while I won’t pretend to understand what’s happening in the spot, it is clearly aimed at a younger audience. Since its introduction, the Edix has been selling slowly.

Nissan has taken the youth-oriented design to a new level with different concept car models for young women and young men. The Pivo 2 is meant to provide a stress free, urban driving experience for young women trying to navigate Tokyo’s crowded streets. The car sports a pivoting cabin and wheels which allows it to drive sideways (to facilitate parking in tight spots) and also features a dashboard robotic interface (complete with wide eyes reminiscent of Hello Kitty) giving directions in a relaxing voice which reduces the stress of city driving.

For young men, Nissan is offering the Round Box, another concept car with an interactive touchscreen display that can be accessed by passengers and drivers alike. For example, a passenger could look up the latest karaoke bar and send directions to the driver’s display screen. The research Nissan conducted showed that young urban men weren’t interested in a car as much for commuting as they were for hanging out with friends. The Round Box is designed to function more as a social space than an average car.

With the inevitable demographic changes in Japanese society, automakers find themselves not only marketing to the youth set, but designing specifically for their needs. This strategy goes beyond the hype and right to the heart of good product development: the user. The new models of cars, concept or in production, consider research and consumer surveys to design a product for a targeted audience. Perhaps this user-centered approach can halt the slow disappearance of Japan’s car culture.

By Haley January Eckels