I have a fondness for when automotive companies share interviews with their lead design executives. These discussions provide a deeper appreciation for the new vehicles they create and reveal the thought processes behind their design and functionality. Additionally, learning about the origins of a car helps me connect with it on a personal level. Today, Nissan released an interview featuring Kei Kyu, the Executive Design Director of Datsun.
It appears that many designers share a similar start as car enthusiasts, often inspired by posters on their walls. Kyu is no exception; he recalls being fascinated by a poster of the Lamborghini Countach LP400. His admiration later expanded to include iconic Japanese sports cars such as the Nissan Silvia and the Fairlady Z. After completing his studies at the College of Art and Design at Musashino Art University in 1991, he began his career at Nissan as a car designer.
According to Kyu, he aims to achieve an “unexpected expectation” in his designs. He views design as a gift for customers rather than just a product for sale. This perspective leads him to create designs grounded in a thorough understanding of the audience they serve, capturing emerging trends and styles within the customer demographic.
Kyu’s role has not always been limited to Datsun. Over his extensive career, he has also been responsible for designing Nissan and Infiniti models. His experiences with these higher-end brands are now guiding his efforts to elevate Datsun’s presence in the market. He notes, “Cars are very aspirational products. The car symbolizes success and embodies dreams—therefore, it should make a strong impression. The design needs to be ‘louder’ and distinguish itself from competitors. This is the path I wish to pursue while creating the next generation of Datsun vehicles in the 21st century.”
The remainder of the interview is certainly informative and worth reading, even if new Datsun models aren’t available in the US market.
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