The brand conducts psychometric market research to analyze customer reactions to various stimuli. These studies, which also consider demographic factors, are the responsibility of the Market Intelligence team.
“It’s about understanding how customers react to different situations, not just in the context of cars, but in life in general. It’s from this social and psychological understanding that we generate numerous ideas,” he explains.
Subsequently, the team led by Espinosa, known as Advanced Planning, is in charge of interpreting this data and relating it to global trends, as well as social events that affect the various economies.
The delimitation of which products will be sold It looks more and more like a custom-made suit., since one of the most important decisions is “what elements of consumers’ lives are the most important to start creating vehicles,” he adds. “We don’t start with the vehicle and then how we adapt it to life, but we first understand the customer’s life and create the vehicle that adapts to that,” he says.
Once this information is collected, the concept generation process begins. For example, from the Nissan Advanced Technology Center, the company presented a novel approach aimed at automotive electrification, which it plans to implement first in Japan, its country of origin.
This concept is based on the creation of sustainable homes, where the energy comes from solar panels both to supply the home and to charge the car. Furthermore, the vehicle would play a fundamental role in people’s lives. Through artificial intelligence, the user would establish its destination and, if necessary, the algorithm would suggest the nearest charging point.
However, this concept is designed with a country in mind where electrification is more advanced compared to others, such as Mexico, where Nissan seeks to continue promoting e-Power technology as a transition towards fully electric vehicles.
“We generate multiple concepts and consider what type of consumers we have in mind. The ideas with the greatest potential begin to be classified,” adds Espinosa.