Nissan IDx Freeflow and IDx Nismo concept cars at Tokyo Motor Show 2013

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One solution lay in the promise of creating attractive new products by proactively interacting with next-generation customers. In turn, this led to a new development framework in which Nissan could engage with young digital natives in building a new kind of relationship — a new, progressive way of making cars.

The bywords of the Nissan brand are innovation and excitement. Conventionally interpreted, this suggests that Nissan’s innovations spark excitement by delivering, for example, responsive acceleration and tight handling. But excitement can also fuel innovation, particularly when it is the excitement of working with like-minded people on topics you care passionately about.