|
 |
 |
 |
 |
 |
 |
|
||||||||
|
||||||||
|
 |
|
|
|
|
|
|
|
|
 |
 |
 |
 |
 |
 |
 |
 |
|
 |
 |
 |
 |
 |
 |
 |
|
|
If you're a true Nissan enthusiast, you'll have no problem recognizing
Jerry Hirshberg. He's been the face of Nissan to millions of Americans
in the past year. Identified as Nissan's Chief Designer in their strikingly original TV campaign, he expresses genuine emotion
about the Nissan products released in a steady stream since the
middle of 1999. He's also been the head of Nissan Design International ever since 1980, so when he announced his plans to retire this June, he caused quite a stir. Back in April, we had a chance to ask him a few questions about his pending departure, and on his design ethics and aesthetics. His surprisingly extensive and thoughtful responses follow... As the founder of NDI you must feel a certain amount of heartbreak leaving a company that you've successfully directed for 20 years. What element will you miss most about the unique environment fostered at NDI and will your new role as a consultant keep your influence strong in future projects? Leaving NDI is certainly a bittersweet event, and would be whenever I left. But I had planned to leave in 2000 5 years ago, and it still feels like the right time to me now. I had the unbelievable opportunity of designing an ideal creative sandbox, and filling it with an extraordinarily diverse, passionate and talented group of playmates. Since I've been working on succession from the beginning of my Presidency, and a whole new generation is now ready, willing and able, I feel it is their time. The Corporation has asked me to continue to play a role, however, and we are currently in the process of defining what that will be. It will be strategic, however, and not directly involved with daily operations. Overall, Nissan wants NDI to retain it's unique character during a period of explosive internal and external change. It also wants to establish itself globally as a manufacturer characterized by exceptionally high quality and leading-edge design. I will provide counsel and guidance to help assure this happens, continue to represent the Company in the Ad campaign, and sit on a key Board. You've cited your skepticism about global design as one of the reasons you declined taking on the role of Nissan Motor's chief designer. How do the Germans (i.e.; BMW, Mercedes, and Audi) manage to basically have the same styling throughout the world (including Japan) and succeed in selling cars whereas most Japanese companies choose to restyle vehicles for each continent? It is amazing how often the media scolds the big American and Japanese manufacturers for not achieving the simple brand identity of the same three German manufacturers; Audi, BMW and Mercedes. The predictable recitation of these three are inevitably prefaced with the words "such as", implying there are of course many more. But the simple fact is that these three are really small, boutique manufacturers or divisions of larger mega-merged corporations. It is simply inappropriate to compare the small BMW line with those from Ford or Nissan, or for that matter, the Mercedes division with the entire lineup of Daimler/Chrysler. And what exactly is THEIR new composite design identity? Furthermore, it is not a coincidence that the referred-to companies are all German. Surely it is not news that Germans prefer a tightly controlled, slowly evolving (design) philosophy (although this is currently changing). It's why we use the word Teutonic. This is to be expected from them, and there is a cultural authenticity to it that would not apply to most other cultures. When Honda tries to attain the same kind of product consistency it calls itself "the Japanese BMW!" And if Japanese and American companies don't offer a wide variety new directions and surprises, they are considered stale, dead. Having said all of that, Nissan is indeed too varied. It has not had a clear, coherent self-identity in recent years, and it's designs express that. But under new management, we have now crafted a powerful organizing philosophy which Carlos Ghosn will soon reveal, and which our products will increasingly express. But we will still not aspire to the limited range of expression of the German trio. As to my lack of inclination to be the global design director, I was referring to the duties of that job more than it's design intentions. Earlier in my career I was offered the position of global design director for Philips, the Dutch electronics giant, and turned it down for similar reasons. I am simply more interested in the intimate orchestration of a select team of creative designers than the exhaustive administrative and traveling requirements of running multiple studios in multiple countries. And finally, I believe that truly global design (or art or architecture) happens only by narrowly focusing on one culture, and avoiding any attempt at mass appeal! When will the new Z car design be unveiled to the public and what sort of reaction do you suppose it will invoke both within the industry and for the public? Since we are not yet finished designing the Z, and do not know whether ours or the competing Japanese design will be finally selected, it is obviously too early to predict public or media reaction. And it might surprise you to know that at this stage our focus is not on trying to imagine what people will like, but on bringing to life a concept that grows from our own passions. The good news is, everyone involved is on fire, and having a blast. And if the engineering, performance and price are anywhere near what is being talked about, stand back! This car will be an event. And it will surely reflect the new cultural values of the Corporation. According to recent reports, Nissan has removed many of the heritage cues that were present in the 1999 Z concept. What were the thoughts and events that lead to Nissan forgoing many of the retro Z styling cues? As to the retro cues, it was actually NDI's decision to move away from too many direct cues from the earlier Z's. The concept car paved the way for the re-introduction of a Nissan sports car. But while "retro" was hot as we nostalgically left behind an entire century, we are now primarily looking forward to what this brand new design will offer, and to us, retro feels a bit tired. Still, we want the car to exude an abstract but clear sense of Z-ness. It's been reported that you were instrumental in the development of the "Nissan Driven" ad campaign for the US and Canada. What are your thoughts on Nissan's new global marketing committee? I'm sorry, but I don't know anything about a new marketing committee. As to the "Driven" campaign, I would give primary credit to Chiat/Day, our endlessly creative and great agency. They have certainly been willing to work closely with me in a true creative partnership on the ads, and have honored my request not to script me. This has resulted in a process that is truly unique, and assures that what comes out of my mouth is exactly what I meant to say. You've expressed your desire to travel and see the world. You've probably managed to see the world more than most people have during your travels as a Nissan designer and as a lecturer. Do you recall a trip that was particularly memorable or enjoyable for you and are there any new destinations you look forward to? In all honesty, the trip I'm most looking forward to right now is the one home! To the lovely little village of Del Mar, California, where I look forward to smelling the roses, being with my wife, painting, making music, going to L.A. to spend time with my kids and my new grandson, and possibly thinking about a new book. More travel will come, but later. A favorite "Hirshbergism" from your book was "stepping back from the canvas" to gain a fresh perspective that may lead to new avenues. Stepping back from the canvas of your career as an artist, musician, lecturer, and thinker, are you able to come to any new conclusions about the significance of your lifework and where will you take it from here? I both appreciate and am intimidated by the enormity of your question. Since I don't much think of myself as retiring, but rather shifting course to a different way of being in the world, I guess it's too soon to sum up my "life's work". It's not finished. I have been incredibly fortunate to have been engaged in a profession about which I am passionate. And perhaps I now regard my sleekest, most efficient and best design to have been NDI itself. I do not intend to give up any of my passions, but perhaps I see my next work as creatively focusing on life itself.
|
|
|