Japanese automakers compete for young drivers日本汽车制造商竞争，为年轻司机
Friday, March 28th, 2008 周五， 2008年3月28日Japanese automakers are scrambling to meet the needs of a different generation of drivers.日本汽车制造商纷纷以满足不同的一代的驱动程序。 According to a recent newspaper poll , only 25% of Japanese men in their 20s even want a car, down from 48% in 2000.根据最近一项报纸民调显示 ，只有25 ％的日本男性在20多岁，甚至希望有一个车，从48 ％ ，在2000年。 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.这些年轻人，市区司机举上升，天然气价格，对环境影响的车，和他们的现代科技为主导的生活方式为理由，要视乎日本的公共交通系统，而非购买汽车。 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.汽车制造商正试图扑灭这世代的转变与国家- - -艺术的概念车，直接上诉至髋关节青年东京的原宿居委会。
Domestic sales of Japanese cars has fallen 31% since 1990, even while exports are rising.国内销售的日本车下降了31 ％ ，自1990年以来，尽管出口上升。 Studies attribute this slide to different values, where iPods, web-enabled phones, and laptops have replaced the car as a status symbol.研究属性，这幻灯片，以不同的价值观，其中的iPod ，网络功能的手机，笔记型电脑已取代汽车作为身份的象征。 Nissan in particular has been reaching out to the youth market with demographic studies and a design studio in the Harajuku neighborhood.日产汽车，特别是已深入到青年市场与人口研究和设计工作室在原宿居委会。 The office, called “Creative Box,” is home to Nissan’s car designers, and it has very little resemblance to a corporate headquarters.办公室，所谓的“创意中， ”家日产的汽车设计师，并已很少相似的企业总部。 Designers are encouraged to wander the streets, take in the flamboyant fashions, and frequent local clubs to see the most popular bands.设计师鼓励漫步街头，采取在华丽的时装，和频繁发生的地方俱乐部，看看最流行的阶。
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.接触到年轻的驾驶者，本田推出了edix面包车，旨在举行，三名乘客在前线在一个V形，让更多的货物房间，在回。 This is meant to appeal to Japan’s youthful sporty set who want to carry bicycles, surfboards, and other sports gear in the van.这就是要呼吁日本的青春动感设置谁要进行自行车，冲浪板，和其他运动用品在货车内。 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.他们已经推动了edix与这部影片由动画工作室工作室4 ° C时，虽然我不会假装明白是怎么回事，在现场，这显然是针对年轻观众。 Since its introduction, the Edix has been selling slowly.自推出以来， edix已销售缓慢。
Nissan has taken the youth-oriented design to a new level with different concept car models for young women and young men.日产已采取了面向青年的设计提高到一个新水平，与不同的概念车型，为青年男女。 The Pivo 2 is meant to provide a stress free, urban driving experience for young women trying to navigate Tokyo’s crowded streets.该pivo二是要提供一个强调自由，市区的驾驶经验，为年轻妇女试图浏览东京的拥挤的街道上。 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.汽车体育1枢轴机舱及车轮，其中允许它的驱动器侧向（以方便停车在紧绌的点）和还设有仪表板的机器人接口（完成与广泛的眼中，令人联想起的Hello小猫）发出指示，在一个轻松的声音，从而降低了应力城市道路驾驶。
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.为年轻男子，日产是提供全面框中 ，另一个概念车与互动触摸屏显示功能可以存取乘客和司机一样。 For example, a passenger could look up the latest karaoke bar and send directions to the driver’s display screen.举例来说，一名乘客可以看最新的卡拉OK酒吧和发送指示，以司机的显示屏幕。 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.研究进行了日产表明，城市里的年轻人男子不感兴趣，一车多为通勤，因为他们挂出的朋友。 The Round Box is designed to function more as a social space than an average car.该轮框的设计功能，更作为一个社会的空间比一，平均车。
With the inevitable demographic changes in Japanese society, automakers find themselves not only marketing to the youth set, but designing specifically for their needs.随着人口结构的变化必然在日本社会，汽车制造商发现自己不仅营销向青年定，但设计特别为他们的需要。 This strategy goes beyond the hype and right to the heart of good product development: the user.这一战略超越了炒作和权利的心脏，良好的产品开发：用户。 The new models of cars, concept or in production, consider research and consumer surveys to design a product for a targeted audience.新型号的汽车，概念，或在生产，考虑研究和消费者调查，以设计产品为目标受众。 Perhaps this user-centered approach can halt the slow disappearance of Japan’s car culture.也许，这以用户为中心的做法，都无法阻挡的缓慢消失，日本的汽车文化。
By Haley January Eckels由Haley推出一月eckels
