Issue 18 - Nissan Middle East

Poster inside
A NISSAN ME MAGAZINE
ISSUE 18 MAY - JULY 2010
Nissan GT-R
www.nissan-me.com
World Beater
Racing success for the GT-R
Max Drive!
The Nissan Maxima
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EDITORIAL
CARLOS GHOSN
PRESIDENT & CEO
NISSAN MOTOR CO. LTD.
Nissan is bringing a zero emissions electric vehicle lineup
designed for the mass market to the world with customer
orders already being placed in North America. By offering
environmental benefits at a price people can afford, our
models will appeal to a wide variety of customers and offer
no compromises over conventionally powered vehicles. Our
vehicles’ purchase price and operating costs will be fully
competitive with gasoline-engined vehicles of the same
size. They will also provide the appeal one expects from the
Nissan brand in terms of performance, roominess, comfort,
safety and quality. Our lineup currently includes plans for three
models and a fourth concept is currently in development.
First to be made available to customers is the Nissan LEAF, a
fun-to-drive, five door hatchback model that fully delivers on
the promise of zero emissions. This is truly the dawning of a
new age in clean, affordable personal transport – and Nissan
is leading the way. We are truly fulfilling our brand’s promise to
our customers to ‘Shift the way you move’.
Atsuo Kosaka
MANAGING DIRECTOR
NISSAN MIDDLE EAST FZE
Here at Nissan Middle East we have had a very busy first half of 2010 with the
highlight of this period being the global premiere and post-launch activities of our
‘Hero of all Terrain’, the 2010 Nissan Patrol.
Exciting activities were held recently. One of our internally developed
activities ‘The Single Fuel Tank Run’ from the UAE capital, Abu Dhabi to the
Saudi capital, Riyadh, held in April, gained media attention around the region
and added a remarkable accolade to the all-new 2010 Nissan Patrol Flagship
SUV. The run proved the superior technical advancements of the Patrol’s new
Direct injection Gasoline (DIG) engine technology, and underlined beyond any
doubt the enhanced fuel efficiency of the new vehicle.
Nissan Middle East also tied up with Emirates airline as part of a Japanesethemed co-promotion to celebrate the airline’s new routes to Tokyo. It was a
natural step for the two leading brands with strong GCC and Japanese links to
tie-up to promote a new chapter in the synergies between the region and Japan
with Nissan loaning Emirates three of its all-new 2010 Nissan Patrol flagship
SUVs to be decorated in the popular Japanese Manga art style.
We look forward to an exciting 3rd quarter.
1
NEWS
Issue 18
May - July 2010
Nissan CVP is VIP at Saudi Patrol launch
CONTENTS
Gilles Normand,
Nissan's corporate
vice president, visits the
KSA on the launch of
Nissan's flagship SUV
N
issan’s corporate vice
president, Gilles Normand,
was guest of honour as
Saudi Arabia celebrated the arrival of
the all-new Nissan Patrol.
Mr Normand attended the inaugural
test drive of 13 new Patrol Flagship
SUVs from the coastal city of Jeddah
to the oasis town of Taif. The event
marked the climax of the launch of the
Hero of All Terrain in the Kingdom and
was the third of a three-part reveal
that began in March. The vehicle was
displayed at the 25th Al Janadriya
Festival, a fiesta of activities that
showcases Saudi Arabian traditions
12
8
03 NEWS
New year,
New Tiida
08 COVER STORY
T
he Tiida is the most popular Nissan in the world, and
for 2011 it's even better than before
12 ROAD TEST
W
e drive Nissan's sporty new sedan, the Maxima
17 ARABIA TO AFRICA
A
n epic journey over 28,000km in Nissan Xterra
22 HERITAGE
The test drive from Jeddah to Taif and
back marked the end of the launch,
and was attended by key members of
the Saudi media.
Mr Normand also attended the
main reveal of the Patrol to the mass
Saudi media at the Jeddah Raceway
circuit. To fit in with the Patrol’s long
24 INTERVIEW
A
ll the latest goings on in the world of Nissan
17
near the country’s capital city, Riyadh.
and illustrious heritage in the GCC,
he donned Saudi national dress
D
ubai dealer Michel Ayat on why the customer must
while trying the new Flagship SUV
always come first
and talking to the press. The Patrol
26 TECHNOLOGY
is Nissan’s biggest new launch in the
region for years and the first Nissan
T
he science of touch - how Nissan's experts make
vehicle to be given its world premiere
a car feel its best
in the GCC. The Middle East has
28 MOTORSPORT
been the Patrol’s spiritual home since
the 1950s, and so Nissan worked
N
issan's GT-R takes on all-comers in the FIA GT1
hard to ensure that the new vehicle
World Championship
lived up to expectations both on and
30 ME & MY NISSAN
L
ove at first sight for Maxima owner
off road. Extensive consultation and
development work was undertaken
in the UAE and Saudi Arabia when
producing the car, which since its
A
look back at more than 50 years of Nissan design
launch has already proved a huge hit
with Flagship SUV lovers. As well as
Mr Normand, Nissan’s president
& CEO Carlos Ghosn attended
Editorial Team
Design & Production
Published for
Advertising
Monal Zeidan
AdCom Advertising & Publishing
Nissan Middle East FZE
AdCom Advertising & Publishing
Editorial Office
by AdCom Advertising &
P.O. Box 34556, Dubai, UAE
Hakam Kherallah
P.O. Box 61111, Jebel Ali, Dubai, UAE
Publishing
Tel.: +971-4-3522337
Pankaj Dev
e-mail: [email protected]
P.O. Box 34556,
Fax: +971-4-3595983
Phill Tromans
Website: www.nissan-me.com
Dubai, UAE
E-mail: [email protected]
Copyright
Law prohibits reproduction in whole or part of any matter, without prior
written permission of the publisher.
Legal Disclaimer
Views and opinions expressed in this magazine are not necessarily those
of Nissan Middle East FZE and the publisher. We shall not be held liable in
any manner.
the launch in the UAE and Oman,
underlining Nissan’s commitment to
the Middle East market.
Gilles Normand, CVP- Nissan Motor Ltd (left), Nasser Watar, President & CEO - Nissan Gulf FZCO (center), and Atsuo Kosaka , MD Nissan
Middle East FZE (right) at the Nissan Gulf 1st Year Anniversary celebration held at Grand Hyatt Hotel, Dubai on April 19th 2010.
3
NEWS
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Patrol's eco drive
from UAE to Saudi
Abu Dhabi to Riyadh on a single tank of fuel
and smooth response, while a new
When we launched the vehicle, we
7-speed automatic transmission with
were confident that our flagship
a wider range of gear ratios than its
Flagship SUV for the Middle East will
predecessor, gives the off-roader the
exceed all expectations. The success
ability to deliver power faster.
of this very challenge has really
The challenge was supervised
sealed the fuel tank in Abu Dhabi and
have fuel in the tank, the Patrol has
validated the record when the Patrol
unmistakably shown its amazing
arrived in Riyadh. An 18-member
capabilities”, underlined Mr. Kosaka.
realize benefits quickly from a range of
In the development of the new
concrete projects as well as sharing of
and Daimler AG annouced a
broad strategic cooperation
that will enable both groups to already
logistical and administrative support to
Patrol, Nissan engineers first tuned
best practices. The two groups also
make the event a resounding success.
and tested 200 prototypes for
announced an equity exchange that will
They included Nissan Middle East
dynamic evaluation at the company’s
give the Renault-Nissan Alliance a 3.1%
staff and the Automobile & Touring
Motegi, Oppama and Tochigi proving
stake in Daimler and Daimler a 3.1% in
Club of the UAE (ATC), the official
grounds in Japan before sending
Renault and a 3.1% stake in Nissan.
representatives of the Federation
them to the Middle East where they
Internationale de L’Automobile
were exposed to every imaginable
Renault-Nissan Alliance, said: “The
(FIA), in addition to cameramen and
challenge; desert, rocky surfaces,
Renault-Nissan Alliance knows how
photographers to document the
highways and inner-city traffic.
to work successfully in collaborative
By the time the Patrol arrived at
Prior to the February 2010 launch,
Carlos Ghosn & CEO of the
partnerships, and this experience
more than 40 engineers completed
is extremely valuable in today’s and
Middle East. The event, held under the
Al Hamarani United Co. showroom
a total of 13,265 hours of testing
even more tomorrow’s global auto
Nissan Patrol Flagship SUV has
theme: ‘The Hero Comes Home’, was
in Riyadh, the tank still had some
in the GCC region to assess the
industry. This agreement will extend
successfully completed a run on a
attended by Carlos Ghosn, President
fuel enough to take the team on a
vehicle’s performance and durability.
our strategic collaboration and create
single fuel tank from the Abu Dhabi,
& CEO of Nissan Motor Company Ltd.
joyful ride in the Saudi capital. The
A rigorous programme of tests was
lasting value for the Renault-Nissan
team received a hero’s welcome at Al
carried out by Nissan engineers
Alliance and Daimler as we work on
Hamarani facility.
between early 2008 to the end of
broadening and strengthening our
2009, in the tough terrain areas close
product offering, efficiently utilizing all
to the UAE and Saudi border.
available resources and developing the
Riyadh.
Special events, including test drives
at specially-constructed tracks in Abu
Meticulously honed for over five
‘The Hero of All Terrain’ made
Dhabi, Dubai and Oman, were held in
the record in an extraordinary show
February. Similar obstacle concourses
decades, the Patrol enjoys a rich
of superior performance and fuel
are expected to be constructed at
heritage and passionate following
efficiency after completing 986
several locations in the GCC for Nissan
in the GCC that dates back to the
with most safety features. It has
kilometers from Mussafah, where the
enthusiasts to test drive the vehicle
1950’s. For many owners across the
employed state-of-the-art safety
showroom of Nissan distributor in
and find for themselves its outstanding
Middle East, the Patrol is the vehicle
technologies that help the driver
Abu Dhabi and the Western Region
performance and advanced levels of
that people grew up with; becoming
maintain comfortable driving, to
of the UAE, Al Masaood Automobiles,
luxury, comfort and safety.
an inseparable part of the social and
recover from dangerous conditions
cultural fabric of Arabia.
and minimise the damage when a
is located, to the showroom of
Mr. Kosaka added: “We are proud of
The new Patrol has been built with
Nissan Patrol is the Flagship SUV
collision is unavoidable.
Nissan distributer in Saudi Arabia, Al
what has been achieved. The challenge
Hamarani United Co., in Al Khurais
has been intended to remove old
the high level of safety, performance
area of Riyadh.
perceptions about the fuel efficiency
and quality that characterises the
comprehensive array of advanced
of the previous model. We can
Nissan brand, and special attention
safety systems, the engineering team
that adds a remarkable accolade
confidently say that Patrol has rightfully
has been paid to the needs of GCC
has also managed to create world-first
to the all-new 2010 Nissan Patrol
re-assumed its position as the region’s
drivers and passengers.
Flagship SUV. The Patrol Single Fuel
premier and trusted large SUV”.
“This is an amazing achievement
The key technology achieving this
“Patrol continues to enthrall us.
While having created a
innovative technologies required in the
coming decade.”
Carlos Ghosn, president & CEO of the Renault-Nissan Alliance, shakes hands with Daimler chairman Dieter Zetsche
Podiums for Patrol at Desert Challenge
The Abu Dhabi Desert Challenge rally sees two Nissan
Patrols score top podium positions
T
wo Nissan Patrols
34 hours and 40 minutes.
to the Abu Dhabi Desert
achieved podium
Driver acumen and Nissan
Challenge” said Abdul Ilah
position in the
endurance ensured the
Wazni, SUV Brand Manager
gruelling 2010 Abu Dhabi
Emirati the third place. The
at Nissan Middle East.
technologies, besides the Hydraulic
Desert Challenge. The
Emiratis also clinched the
Body Motion Control System (HBMC).
opening round of FIA Cross
Nissan stage trophy on day
Sulayem, who is FIA Vice
Country World Cup attracted
three. The Nissan vehicles
President, President of the
jump in engine performance over the
participation by 34 teams from
taking part in the challenge
UAE Motorcycle Club and
of the Patrol, and proves beyond any
predecessor’s 4.8 litre power plant is
around the world, of which
all ended the race among the
Chairman of the Organizing
doubt the enhanced fuel efficiency
the newly developed ‘VK56VD’ 5.6-
only 21 were able to complete
first 10. The 4th, 6th, 7th, 9th
Committee of the Abu Dhabi
of the new vehicle”, Atsuo Kosaka,
litre V8 engine with VVEL (variable
the rally, seven of these were
and 10th positions were all
Desert Challenge, said that
Managing Director, Nissan Middle
valve event and lift) and DIG (direct
Nissan Patrol vehicles.
achieved by Nissan vehicles
the sponsorship agreement
East.
injection gasoline) technologies
Frenchmen Laurent Rosso
“Nissan is proud to be the
with Nissan Middle East
that generate 400hp and 560Nm
and Borsotto Francois came
official 4x4 SUV of this iconic
makes Nissan Patrol the rally’s
revealed to officials, VIPs and business
of torque with enhanced fuel
second in 26 hours, 43
international off-road rally for
official car for the seventh
people from across the Middle East
efficiency and cleaner emissions
minutes and three seconds.
the seventh year running.
consecutive year, and Nissan
region on February 13, 2010 at a
on the top specification version of
The third position was for
We at Nissan are committed
“a firmly-established partner
glittering ceremony in Abu Dhabi.
this new engine
Emirati Abdul Bari Bin Sugat
‘The Hero of All Terrain’ was
It was the first-ever World Premier
by a Japan-based automaker in the
Every component has been
redesigned for maximum performance
Nissan’s all-new 2010 Patrol Flagship SUV was chosen as the official
car of the first regional FIA Spring Meeting. The International Club
Conference Dubai 2010 saw 200 delegates representing 130 national
motoring and sporting bodies attend.
Mohammed Ben
the superior technical advancements
Tank Run adds to the admiration for
4
T
he Renault-Nissan Alliance
in the GCC, the all-new 2010
the UAE capital, to the Saudi capital,
4
The Renault-Nissan Alliance signs a deal with German carmaker Daimler for future cooperation
To finish the 986 km run and still
challenge.
I
Daimler joins the Alliance
by a representative of the FIA, who
team worked on the ground and as
n the first-ever challenge by Nissan
surpassed all optimistic expectations.
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for the event”,
and co-driver Ali Mirza, who
finished the challenge in
5
NEWS
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Top woman
inspires in GCC
Alliance director Mouna Sepehri visits the UAE
A
key figure in the Renault-
person with respect to his social
Nissan Alliance paid a visit
background and way of thinking.
to Nissan’s Middle East
US success for Leaf
Electric cars snapped up ahead of US launch
N
issan’s CEO Carlos Ghosn
$32,780, with Government incentives
has confirmed that the
bringing it down to $25,280. In
Nissan Leaf is doing
Japan, Nissan has received 6,000
Manga Patrols
mark Tokyo flights
Nissan and Emirates join forces to celebrate
airlines new Japanese destination
J
apanese cartoons adorned new
extremely well. The US market’s
reservations for the Leaf. Pre-orders
Moreover, women benefit from a
allotment has been fully reserved, six
for Europe start in July.
office to talk about the creation of the
management style different from that
months before the electric vehicle
alliance and the role of women in the
of men, which is collective and less
goes on sale. It has to be said
about the sale of EVs, saying that
automotive world.
individualistic. For that reason, women
though, that buyers can reserve
they will comprise of 10% of all car
are able, through their managerial
these cars at a refundable fee of
sales within a decade. Nissan, with
together on the promotion at the
director responsible for the office of the
positions, to develop the skills of
only $99. Nissan has received
its Alliance partner Renault, expect
Jumeirah Beach Residence in Dubai,
CEO, also spoke to female students
their employees in a better and more
13,000 reservations from American
to build 500,000 electric vehicles
which saw three of the new flagship
at Dubai Women’s College during her
effective way.”
customers. In the US, the Leaf costs
by 2012.
SUVs decorated in the popular
Mouna Sepehri, the Alliance’s
visit. Mrs Sepehri, a trained attorney,
Ghosn has been very bullish
Nissan Patrols recently as part of
celebrations for Emirates Airlines’
new service to Tokyo.
Nissan and Emirates worked
During her time in the UAE, she
Japanese manga style. Manga artists
played a key role in the formation
encouraged more women to work in
were flown in from Japan especially for
of the Alliance as part of Renault’s
the automotive sector.
the occasion.
legal team when the formation took
“Working in the automotive industry
The public were invited to come
manager of marketing and corporate
communications.
place in 1999. She has been in her
is not easy, since men constitute the
and see the results as well as find out
current position for the past year,
majority of the workforce. However,
more about both Nissan and Emirates.
president of commercial operations
tasked with the coordination of teams
I revealed to the female students
Local radio stations were on hand for
in the UAE, said: “As a company we
around the world working to develop
a series of studies we conducted,
the three-day exercise, giving away a
have invested heavily in promoting our
the Alliance. These teams focus
which shows that women affect, either
range of prizes from there park tickets
services to Japan and the launch of our
on specific departments, such as
directly or indirectly, 60 percent of the
to Emirates flight vouchers.
new Tokyo route is no exception. We
marketing, logistics, programming and
decisions behind car sales worldwide.
more. Bringing these departments
This fact cannot be ignored at all, and
brands with strong GCC and Japan
to communicate with our customers
together requires great strength and
clearly demonstrates the significant role
links to tie-up to promote a new
and together with Nissan we believe
talent; Mouna draws her fortitude
women play in the automotive industry,
chapter in the synergies between
we have developed an interesting and
from the inspirational women she has
with respect to sales, design, and
Dubai and Japan,” said Monal
unique concept that fuses together our
met during her career, and also in her
capabilities.”
Zeidan, Nissan Middle East’s general
two great companies.”
personal life.
“I can remember the names of many
female celebrities who influenced me,”
she said.
“However, the biggest influence
comes from an unfamiliar woman
who would ask me a special question
“It was very natural for two leading
Production and sales
up despite crisis
N
issan’s global production for
increase to 613,183 units – an all-
March 2010 rose by more than
time record. Production also rose in
85 percent, year-on-year, while
the UK and Thailand, while Japanese
global production for the financial year
output fell by 2.4 percent and
2009/10 was up by 7.8 percent.
production in the US by 3.3. percent.
Global sales during March rose by
39.2 percent to 431, 681 compared
reflected around the world. In Japan,
captivating comment on my speech.
to the previous year, while the sales
sales of 94,207 represented a 19.3
This type of women is very dedicated
during the last financial year also
percent year-on-year rise, thanks in
to their job, and has two crucial
rose, by 5.7 percent.
part to demand for the new Roox
During March, Nissan produced
318,827 vehicles. The highest
are the main reason why I am here,
rise was seen in Mexico (up 161
percent to 337,474 - another all
in order to support and interact with
percent) thanks to strong sales of
time record. US sales were up 43.4
them.”
Tiida and Sentra, while Spain saw a
percent thanks to demand for Versa,
148 percent rise thanks to the new
Maxima and Altima, while European
Navara truck.
sales increased by 26.7 percent
suggestion that leadership, especially
in the automotive world, is a man’s
During the 12 months ending on
Sales outside Japan rose by 46
thanks to interest in the Micra,
March 31, 2010, Nissan produced
Qashaqai and Pixo. Chinese sales
3,145, 396 units. This 7.8 percent
went up 61.4 percent year-on-year,
leadership positions by nature, due
overall rise was largely driven by
marking yet another all-time record.
to their emotional intelligence, which
markets outside of Japan, particularly
Demand also rose in Saudi Arabia,
allows them to understand the other
China, which saw a 58.3 percent
Thailand and Indonesia.
game.
“I believe women are qualified for
6
are always looking for innovative ways
mini-vehicle.
the second at work. Frankly, they
Mrs Sepehri scoffs at the outdated
Khalid bel Jaflah, Emirates’ vice
The rise in sales during March was
while lecturing, or share with me a
missions in life: the first at home and
6
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7
COVER STORY
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It's sold more than one million units worldwide
and for good reason. Now Nissan's compact
and affordable car just got even better.
New year new Tiida
1.8-litre engine as standard
88
Enhanced looks
Same price as previous 1.6
Class-leading space
99
COVER STORY
T
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he 2011 Tiida sees new equipment, new
and the hatchback model ups the versatility
engines and new technology coming to
levels further by having rear seats that slide
Nissan’s most popular hatchback and
backwards and forwards by up to 240mm,
sedan range.
increasing legroom or storage space as required.
Where the previous generation Tiida got its
The boot lid and tailgate are both designed
power from a 1.6-litre engine, the 2011 model
to maximise access to the storage space and
has a larger and more powerful 1.8-litre unit that
provide a low loading lid.
produces 123bhp and a sturdy 174Nm of torque.
The glovebox is enormous at 11.2 litres
This engine is available in both the hatchback and
and can easily cope with the owner’s manual, a
sedan models. The reliable four-speed automatic
handbag and a stack of CD cases, while the door
gearbox remains, but also available is a new six-
pockets will hold an A4 map book and drinks bottle
speed manual option for those that like to change
with no problems.
cogs themselves. This replaces the five-speed
The exterior design is a contemporary slant
manual transmission found in previous model
on a traditional shape and features design cues
Tiidas and offers more flexibility and performance.
from other cars in the Nissan range – witness the
With its cute good looks and nippy performance
Murano-like grille or the rear lights inspired by the
around town, the Tiida has always been a smart
An introduction to Tiida
350Z. The Tiida avoids over-thick pillars in the
option for small car buyers. But for 2011 it’s become
The Tiida was first introduced to 2004. Its name
cabin so as to maximise visibility while soft-touch
smarter still, with a host of upgrades inside and out
comes from the Japanese dialect word for “the
materials have been used on regular contact
in both the hatchback and sedan versions
ever-changing tide” and it offers customers a
points like the doors and arm rests, to provide a
product that puts comfort, space and quality at
feeling of quality. That quality continues throughout
the fore.
the cabin with consistent, narrow parting lines and
Starting with the entry-level Tiida S, buyers
can expect six-spoke, high quality 15-inch wheel
trim gaps.
Despite its small size, the Tiida can house plenty of luggage in its flexible boot
With its cute good looks and nippy performance around town,
the Tiida has always been a smart option for small car buyers.
But for 2011 it’s become smarter still, with a host of upgrades
inside and out in both the hatchback and sedan versions
covers, body coloured bumpers, central locking
Despite its small size, the Tiida’s long
and power windows in the front and the back
wheelbase means it has as much room inside
Air conditioning is a must in the Middle Eastern
(optional in the sedan). A trip computer and fuel
as much larger competitors and in some cases
heat, and the Tiida is available with either manual
The new engines sit on a well-established and
economy display are also included, as is a keyless
even more. The large doors open wide and make
or fully automatic systems to ensure both driver and
finely tuned chassis that provides a comfortable
The Tiida’s quality and attributes have meant
entering and exiting the car a breeze, and even the
passengers are kept cool all year round.
ride without compromising the Tiida’s handling.
that as well as the appreciation of more than one
entry feature. The sedan also gets a centre console
The 2011 Tiida now features a 1.8-litre engine
storage box. Safety-conscious buyers can specify
alloy wheels and a leather-wrapped steering wheel
seats are larger than the average for the car’s class
the Safety Package, which adds a passenger
that adjusts for both reach and rake. The SL sports
– almost as large as those in the Murano SUV.
airbag as well as ABS, electronic brake-force
front fog lamps and cruise control, while the interior
distribution and brake assist. These help out in an
event of an accident.
Entertainment is provided by a stereo system
The tried-and-tested combination of front-wheel
million owners across the globe, it has also earned
that comes with CD and radio and can be
drive, MacPherson strut front suspension and a
the respect of the motoring press. Nissan has been
Headroom is plentiful and, in the best Nissan
specified with a six-CD changer and an auxiliary
torsion beam rear axle keep the Tiida stable and
awarded more than 20 awards around the world for
features a wood grain finish and a centre armrest
tradition, there are plenty of storage spaces inside
input socket for external MP3 players. On the SL
make sure body roll is kept to a minimum. With a
the Tiida, including Car of the Year, Best Compact
emergency by applying the maximum possible
for both front and rear occupants. Those wanting a
– a space for CDs above the audio controls, trays
model, controls for the stereo are mounted on the
turning circle of just 10.4 metres, the Tiida is easy to
Car, Best Buy and Best Family Car.
braking force yet keep the car stable as it stops.
sportier look can opt for a rear spoiler, while other
in the centre console and plenty of room under the
steering wheel along with cruise control switches,
drive around town and planted on the motorways.
With the latest round of improvements to the
options include a sunroof and curtain airbags for
centre armrest.
meaning you never have to remove your hands to
The body has been designed to provide maximum
Tiida for the 2011 model year, don’t be surprised to
change the settings.
protect to both occupants and pedestrians in the
see more awards heading Nissan’s way.
The high-level SL model replaces the outgoing
Tiida’s SE grade and features luxuries like 16-inch
10
10
even more safety.
The Tiida boasts a spacious 467-litre boot
11
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Max
power!
We drive Maxima… the 4-Door Sports Sedan
1212
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The Maxima claims to offer it all – good looks,
comfort for the whole family and performance
worthy of a four-door sports car. We took it
for a spin.
13
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ROAD TEST
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ictures don’t do the new Maxima justice.
bag. Open the door and you’ll see that interior
Although the 2010 car looks good in
is similarly striking to the exterior. Despite the
print, it looks far better in the metal.
Maxima’s very reasonable pricing across
Nissan has done a great job with the Maxima
the range, the immediate impression inside
in creating a vehicle that has sophisticated,
is of quality, thanks to a wealth of soft-touch
sleek lines while still giving off a sporty image
materials and some premium design. Although
thanks to its muscular rear flanks and aggressive
the layout of the cockpit around the driver has
front bumper. It sits powerfully on 19-inch alloy
been designed for a sporty, easy-to-hand feel,
wheels that come fitted as standard. It’s a fine
the interior is actually rather spacious – neither
looking machine, with dual rear exhausts and a
driver nor passengers will ever feel cramped.
discreet spoiler on the boot lid that confirm its
performance intentions.
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Nissan is proud of the amount of technology
inside the Maxima, and it’s easy to see why.
The Maxima is unlocked by pressing a button
The dashboard is dominated by the full colour
on the door – the Intelligent Key feature means
display screen, beneath which sits controls for
you need only keep the fob in your pocket or
the satellite navigation and Bluetooth phone. It’s
There's plenty of room front and
back for driver and passengers.
The Maxima is cho
ckfull of technology
Under the Maxima’s athletically bulging bonnet is a 3.5-litre
V6 engine that pushes out an impressive 290bhp. It’s quick to
react on the throttle and delivers its power smoothly
logical and easy to use, and even the buttons
In the back, there’s ample leg and headroom
screen shows the map and instructions for the
for even the tallest passengers, with contoured
sat-nav, and also displays the colour feed from
sports seats to hug occupants and provide
the Maxima’s rear-view camera, which features a
plenty of support.
graphic indicator of the car’s trajectory.
14
14
air through perforations in the seat.
are well damped and classy to the touch. The
Under the Maxima’s athletically bulging
Below that are controls for the excellent Bose
bonnet is a 3.5-litre V6 engine that pushes out
stereo, which includes an all-important auxiliary
an impressive 290bhp. It’s quick to react on
input option for external MP3 player.
the throttle and delivers its power smoothly.
The seats are upholstered in soft leather and
To ensure the optimum power is always
fitted with the facility to both heat and cool the
available, Nissan has connected the engine to a
driver. We’re not sure how often the former will be
continuously variable transmission (CVT), which
used in the Middle East, but the cooling function
unlike a regular gearbox uses a belt rather than
is greatly appreciated on hot days, blowing cold
individual gear cogs to translate the engine
15
15
ROAD TEST
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Feature
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Arabia
to
Africa
An epic Xterra journey from the UAE to South Africa
An intrepid couple turns to Nissan for transport
as they drive more than 28,000km from the UAE
down the east coast of Africa
The Maxima is designed to offer the best of
both worlds on the move – exhilaration when
you want it and comfort when you don’t
power to the wheels. Should you have the urge
and one with an ashtray. A large two-layer box
to change the ratios yourself however, Nissan
in the centre console houses a power outlet and
has fitted as stylish pair of paddles behind the
the glove box is a good size to keep documents
steering wheel allowing you to flick up and down
and belongings. There are large door pockets in
the ‘gears’, Formula 1 style.
the front, each with space for a bottle of drink.
The Maxima is designed to offer the best of
Being a family car as well as a sporty one,
both worlds on the move – exhilaration when you
the Maxima is fitted with myriad safety features -
want it and comfort when you don’t. The chassis
more than 50 different technologies as standard,
is supple enough to soak up imperfections in
under the umbrella term of Nissan’s safety shield.
the road and speed bumps, ensuring that you
To try and keep you out of an accident, antilock
and your passengers are free from disruption
brakes are standard, as is traction control
around
that
and electronic brake-force distribution, which
manoeuvring is easy, but get out on the open
ensures that the Maxima stays stable during
road and the Maxima will grip around corners,
an emergency stop. Vehicle Dynami Control
giving confidence to the driver during a more
is also included, which helps prevent the car
spirited drive. Look into the rear view mirrors and
from skidding. For children, LATCH child seat
you’ll see the Maxima’s haunch-like rear wheel
fixing points are included as standard. Should
arches, which gives a muscle car-like feel to the
the worst happen and the Maxima be involved
driving experience.
in a crash, front, side and curtain airbags are
town.
Light
steering
means
From a practicality point of view, there’s
standard, and the car scored the maximum five
a spacious boot with more than enough room
to
swallow
luggage,
shopping,
stars in the US NHTSA crash test programme.
camping
The Maxima has it all. It looks great and has
equipment or anything else you’re likely to need
a premium feel to it, providing occupants with a
carrying around.
comfortable travelling experience and the driver
Inside, there are two compartments in the
centre console; one with two large cupholders
16
with exhilaration when he or she wants it. Could
The 3.5-litre engine makes a powerful 290bhp
you ask for more?
17
Feature
F
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or most people, a road trip might take the
enough to cope with everything that Africa could
form of a few hours drive out of town. For
throw at it, the couple turned to Nissan Middle East,
Martin takes a souvenir shot of the Xterra
on the beach in Oman
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Leaving Muscat behind, the intrepid pair
headed down the coast toward Ras Al Jinz, a
the more adventurous, perhaps Bahrain
which provided them with a bright yellow Xterra
place famed for its green turtle population. Visitors
to the UAE, or Saudi to Oman. But when Dubai-
SUV that would be their home for six months. The
can see hundreds of turtles on the beach laying
based Zimbabweans Sarah Kilalea and Martin
car was modified with a roof rank to accommodate
their eggs every summer. The turtles lay thousands
Leahy felt the urge for a road trip, they decided
a tent and four extra fuel cans, as well as a spare
of eggs over their 80-year lifetime, but only one or
to do it properly – Arabia to Africa, Dubai to
wheel added to the back and bull bars to the front.
two will survive the ravages of nature.
Cape Town, and all in a Nissan Xterra.
Martin and Sarah decided to name the car Roxy.
The lush, green landscape of Salalah was the
Radio presenter Sarah and cameraman Martin
Fully packed and fully vaccinated against
next stop, deep in the south of Oman and more
had spent three years in the UAE and had itchy
Africa’s myriad diseases, they set off from Dubai
than 1,000km from Muscat. The journey requires
feet. They decided to explore their home continent
and headed first to Oman. Six hours into their
travel over some less-than-perfect roads, but the
and raise awareness of orphanages in Africa at the
journey, after a brief delay at the borders, the
Xterra handled the bumps with no problems. Wave-
same time, by filming and documenting the trip
couple arrived for their first night away on a Muscat
rocked cliffs and inland in the mountains, a lesson
with a view to showing it on television and at the
beach. The following day they headed into old
in frankincense collection were the highlights of
Dubai International Film Festival later this year.
Muscat to Oman’s oldest market, Mutrah Souk, a
this part of the journey, as well as an hour-long ferry
tourist hotspot.
journey to the surfer’s hotspot, Massira Island.
Needing a machine that would be hardy
Needing a machine that would be hardy enough
to cope with everything that Africa could throw
at it, we turned to Nissan Middle East
18
19
Feature
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Kenya was home to plenty of wildlife
Martin and Sarah crammed the Nissan full of everything they would need for their four-month trip.
Sarah and the Xterra on the Africa plain
At this point, it was a temporary goodbye to
Roxy, who was packed onto a container ship for
a trip to Djibouti. Insurance companies refused to
cover the travellers if they went to Yemen, so Sarah
and Martin took a flight to the Horn of Africa and
awaited the arrival of the Xtrerra.
The couple found themselves seemingly the
only tourists in this tiny country, but nevertheless
checked out Lac Assal, a huge salt lake and the
lowest point in Africa; 150 metres below sea level.
While waiting for the Xterra to clear customs, they
also took a boat trip into the ocean where their boat
was visited by a school of 50 dolphins, and took a
scuba dive.
Martin and friends at the Eastern edge of Malawi
After a 10-day wait in Djibouti, the Xterra finally
cleared customs and the journey continued south
the Masai Mara National Park, where they saw
to Ethiopia.
the incredible sight of herds of wildebeest
Back in Tanzania, the pair visited the Selous
migrating to Tanzania – the third largest migration
Game Reserve, the largest game park in Africa
in the world.
and home to the grave of Martin’s ancestor,
A visit to the second-largest city, Dire Dawa,
preceded the ancient city of Harar, surrounded by
The car held up really well. It went like a dream; so well that
my brother has now bought one in Dubai. I would gladly keep
the car for life! Sarah Kilalea
a 16th century wall. The country’s rock-strewn roads
Nairbobi was the next stop, where Roxy
played havoc with the Xterra’s sand-orientated
the Xterra was given a treat after 8,000km of
tyres, and a stone-throwing local youth accounted
driving – two days of checks and services at the
Moving on, Sarah and Martin headed
“It was such a joy to be on beautiful roads
for the destruction of the rear windshield. However,
city’s largest Nissan dealer. While it was being
down to the shores of Lake Malawi, with Sarah
where the fuel stations are full and the shops well
a night of luxury in the Addis Ababa Sheraton
cared for, Martin and Sarah visited the Dream
unfortunately suffering the effects of malaria.
stocked and everything is signposted,” Sarah
refreshed the batteries and the following day saw
children’s home just outside Nairobi, which cares
Thankfully the disease’s symptoms were spotted
said. They headed to Kruger National Park where
the Xterra fitted with some heavy-duty off-road
from more than 40 orphans, and then headed
early enough to allow a quick 24-hour cure.
they took a hot air balloon ride over the Sabi river
“It was a fantastic test and it definitely makes
tyres and a temporary Perspex rear window before
further south still, to the Lamu peninsula, before
During a boat trip on the lake, it appeared that
and then headed to the resort of Sun City, two
you more gung-ho and adventurous,” Sarah said.
starting the journey to Kenya.
Frederick Courtney Selous, who was killed there
heading into Tanzania.
smoke was rising from the water – it turned out to
hours outside of Johannesburg, where rhinos and
“It’s taught me tolerance and an appreciation of
be millions of lake flies mating.
elephants are among the attractions.
other people’s cultures. And the car held up really
during the First World War.
border into South Africa.
targeted the Xterra and stole Sarah’s backpack
and equipment, but it failed to dull the shine of the
overall experience.
The entire trip saw the Xterra and its occupants
cover more than 28,000km.
Thankfully, a parcel from Nissan Middle
From the capital, Dar Es Salaam, it’s a two-
East contained some strengthened off-road
hour ferry excursion to the island of Zanzibar,
From the inland lake, the journey took the
Cape Town was now firmly in sight, but there
well. It went like a dream; so well that my brother
shock absorbers and a proper replacement rear
where Martin and Sarah wandered the narrow
pair back to the east coast into Mozambique
were still places to see. At Oudtshoorn, Martin
has now bought one in Dubai. I would gladly keep
windscreen, which were fitted on arrival in the town
streets and visited a butterfly sanctuary. They then
and spent the 2010 New Year with friends in
and Sarah explored the ancient Cango caves and
the car for life!”
of Marsabit and not a minute too soon – the road
visited Prison Island, famed for its giant tortoises –
Vilanculos. Working their way down the coast,
learned how to ride an ostrich, courtesy of the
from the border town of Moyale is noted as a car-
some more than 100 years old.
Martin and Sarah stopped in Maputo and
town’s professional ostrich jockeys.
killer. Kenya featured some stunning wildlife safaris
“Zanzibar is one of my favourite places
and a visit to Lake Naivasha, the setting for the film
on earth,” Sarah said. “My highlight was the
weapons
Out of Africa.
charismatic coconut tree climber who insisted
their sculptures.
Martin and Sarah crossed the equator
into the southern hemisphere and headed to
20
of the tree!”
The Xterra can also be used as a campsite.
saw some inspiring artists that use disused
from
Mozambique’s
civil
war
in
The final stretch of the journey saw the
For now, Sarah and Martin are back
in Dubai and saving for their next big adventure.
It could be the west coast of Africa, South
couple finally arrive in Capetown, where the
America,
couple celebrated with bubbly and, slightly less
Plenty of challenges await, but as long as
or
somewhere
entirely
different.
on serenading us for the benefit of the camera
From there, the final destination beckoned
traditionally, a cage dive with great white sharks.
they take a Nissan, that’ll be one less thing to
as he collected coconuts from the highest point
and Roxy the Xterra carried the pair over the
There was a slight blot on the journey when thieves
worry about.
21
HERITAGE
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with him an innovative sketch technique called
reflection drawing. This used dry markers to draw
reflection on the surface and pastels to draw in the
surface details. While highlight drawing expresses
characteristics
of
shape,
reflection
drawing
demonstrates the feeling of materials used in the
car, such as iron plates, glass and seat fabric, and
expresses the design in a more realistic way.
The
full-size
rendering
technique
was
introduced by Nissan’s San Diego-based studio
at the end of the 70s. Also known as the overlay
method, it involved drawing outlines and key lines
on stretchable paper tape, after which a full-scale
pattern is cut out from thick tracing paper. The
pattern is mounted on a wall and a stereoscopic
effect added by airbrush. New pieces of paper can
be overlaid for changes and corrections. When
designers worked with quarter scale clay models,
this technique proved useful in blowing the image
up to full size without building a full-scale clay
model. However, the technique is rarely used
today because it requires a lot of time and skill,
From this small team in the 1950s, Nissan design now employs a force of more than 900
and digital methods make full-scale clay models
easier to produce.
At the turn of the 21st century the sketching
process evolved, thanks to the explosion of
computer drawing techniques that took place.
Today, sketches are mostly drawn directly into
the computer using virtual sketch pads – an
ideal technique for automotive design as a
variety of ideas can be easily developed from
the initial data entered. Modelling techniques
also developed with the evolution of computer
The evolution of Nissan design of the past half century, from watercolours and coloured
pencils to computers and automated machines
technology. Industrial clay models date back
T
continued that process to the point where clay-
decades, and their precision has improved
as the tools develop. The digital revolution
he Nissans you see today have been honed
worked. Just two years after the creation of Nissan
designers from outside their own department.
based models are giving way to virtual, digital
in their looks and design by an international
Design, the Datsun 112 won the prestigious
Nissan turned to Italian design house Carrozzeria
models created from data in a computer. Nissan’s
force of 900 designers, modellers, computer
Mainichi Industrial Design Competition, which
to consult with them on their most up-to-date
modelling team was formed in the late 1950s,
continues today.
design techniques. The collaboration saw the
with a separate division established in 1964.
technicians and other creative minds. But it hasn’t
An early computer-aided design system
Modern Nissans are modelled in a virtual environment
Nissan believes that as no matter
how advanced computer technology
becomes, cars are real items
always been so. Nissan Design, as the design
Sato left his post in 1959 and the replacement
emergence of the Datsun Bluebird 410 and two
At that time, everything was done manually,
which was released in 1975. The efficiency and
which makes the traditional role of the clay model
department is named, started in 1954 with
management team set about evolving his methods.
years later Nissan commissioned another Italian
based on a sketch from the designer. A one-
designs created in the clay cutting process also
somewhat redundant. Having a virtual model
just seven people, but as the popularity of the
This evolution came to a head in 1965 following a
firm, Pininfarina, to design the Cedric 130. The
fifth clay model would be created and then a
improved as designers started to use shaped
meant that changes through the three-to-four year
automobile has grown and society has evolved,
workshop in Japan by the Californian Art Centre
following years saw a pause in the Italian influence,
diagrammatic drawing done, which formed the
rulers and templates as well as the conventional
design development could be done quicker than
design has become ever more important in a car’s
College of Design on a technique known as
but in 1978 designs for the Sunny B11 and the
basis for a full-scale drawing.
scrapers and steel plates that had gone before.
before, which shortened the overall development
development. Over the past 56 years, the way
highlight drawing. The technique was quickly
Violet/Auster/Stanza
commissioned
In 1966, a machine was developed that could
In 1981, Nissan integrated and upgraded
a car has been conceived has changed
adopted by car designers, who used it to express
to Italdesign. Although the firm’s design wasn’t
measure a vehicle’s dimensions in three axes.
its Japanese design studios and gave the
While digital data is now a huge part of the
too,
the shape of the vehicle by emphasising lighter
chosen for production, it was approached again in
The existence of such a machine led to improved
consolidated facility a substantial upgrade,
design development process, clay still has its
from
watercolours
to
state-of-the-art
computer renderings.
22
T11
were
process and reduced costs.
areas with coloured pencils, pastels or markers.
1982 for the first-generation Micra (also known as
efficiency and, later, digitalised developments. It
including a large automatic cutting machine. By
place. Nissan believes that as no matter how
Nissan’s first design manager, Shozo Sato,
Highlight drawing soon led to designers pushing
March in some markets) and this time, the design
allowed measurements to be made more efficiently
using more accurate CAD data, the modelling
advanced computer technology becomes, cars
was an engineer by training but was also a keen
their artistic expression with exaggerated design
was used for the final car. The Italian penmanship
– three at once, rather than each axis individually.
previously done entirely by hand was now
are real items. The digital data will always be
watercolour artist. Consequently, early design work
features that were exciting to look at but brought
was completely different to the sketches emerging
At the same time, they allowed full-size models to
fully automated. An evolution of that automatic
converted into a model to allow designers and
started with a watercolour drawing; a practice that
challenges in how to turn these radical ideas into a
from contemporary Japan, and the collaborations
be developed as well as scale models.
machine continues to be used today. Into
modellers the chance to see their ideas for real.
continued until 1959. The drawing and technical
marketable reality.
significantly inspired Nissan’s own designers.
In the late 1960s computer-aided design
the 2000s, virtual reality technology was also
Such human sensibility will always be essential
blueprints formed the basis for clay models. It
The 1960s saw Japanese carmakers take
In the early 1970s, one of Nissan’s designers
(CAD) systems began to appear and in 1971
improved, allowing the design to be studied from
in creating emotional designs for the motorists
might seem an odd industrial process now, but it
the hitherto unheard of step of collaborating with
returned from a study trip abroad and brought
Nissan started using it to develop the Sylvia S10,
myriad angles without making a physical model,
of the future.
23
INTERVIEW
Arabian
Automobiles’ CEO
Michel Ayat on how
quality products and
a dedication to the
customer will ensure
Nissan’s future success
M
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Putting the
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customer first
ichel Ayat greets us in his comfortable
British brands as well as commercial vehicles
it wasn't something strange to me," he explains.
procedures and best practices we introduced
three to five percent a year. It will take three or
and tasteful office above Nissan's
and buses.
"The change over those 20 years has been
during that time have helped us during the
four years to reach the level that we have seen
tremendous. The turning point is from 1999 and
current financial crisis."
in the peak year of 2008. I'm confident that
flagship showroom in the Deira area
"Until 1990 I was working for one company
of Dubai. The CEO of Arabian Automobiles has
and reached the top position after 14 years," he
the arrival of Carlos Ghosn as president and
been selling Nissans in Dubai and the Northern
says. "It was an excellent opportunity, working
CEO of Nissan Motor Co. Ltd. After that, Nissan
stocks of cars when suddenly the effects of the
time, supported by the existing products, new
Emirates of the UAE for 20 years and has found
with different areas of the business."
entered a new era and emerged as a key player
worldwide financial meltdown hit the region.
products and the quality of service.
considerable success, but a career in cars wasn't
always the plan.
After so much growth, there were large
Nissan will be among the top brands during this
However, once again conflict intervened
in the Middle East markets. We are now proud
"It was a difficult year for the business, to
with the outbreak of the first Gulf War in 1990.
to have a line up of cars with attractive designs
liquidate the stock we had," Mr Ayat says. "All
the national service centre to improve first its
"Having a good product is a responsibility to
Mr Ayat grew up in Lebanon and studied
"Once again I had to move to safety. The first
that are durable, reliable and have quality, which
of 2009 was focused on how to bring down the
facilities, secondly the skills and competence
political science and administration, as well as
time I was a bachelor, but by then I had a wife
gives Nissan a unique appeal to the younger
stock level to a healthy two-and-a-half months,
of its people and thirdly to have an excellent
mathematics, before began his working life as a
and three children. I came to Dubai; it was a
generation and those looking for differentiation."
and we did that successfully. The systems
marketing strategy that will be able to announce
teacher in Beirut. He embarked on his dream of
growing city. I could get the right schooling for
opening a school, but that dream was cut short
my children and it was close to Kuwait where I
Nissan's change as a company away from pure
despite the crisis grew by 25 percent because
by the outbreak of civil war in Lebanon in 1975.
left behind my house, my personal belongings."
manufacturing and towards marketing the brand
of the excellent relationship we have with our
Mr Ayat joined Arabian Automobiles and began
and the product.
customers, who showed great loyalty. This
"I had to move to a safe place and so I went to
Another major change, Mr Ayat says, is
Kuwait in 1976," Mr Ayat recalls. While in Kuwait
his 20-year association with Nissan, leading
he began working for a car dealer, starting as a
the growth of the brand in Dubai and the
in the Jebel Ali Free Zone in 1996 was a
salesman. He would stay at the same business
Northern Emirates from 3,000 cars to more than
commitment towards the region," he adds. "After
for 14 years, moving from sales to marketing,
40,000 in 2008.
2002 markets showed phenomenal growth year
UAE and regional market now that the worst of
after year. But the development of the product,
the crisis appears to be over.
then to the service department and spare parts
before being given responsibility for several
24
"I had worked for another Japanese brand in
Kuwait so I knew about the culture and products;
"The establishment of Nissan Middle East
and practices helped us in aftersales, which
the way we deal with customers and the systems,
helped the company to fare well at the end of
the year and become profitable."
Mr Ayat anticipates gradual recovery of the
"The market will grow, but gradually, perhaps
We are now proud
to have a line up of
cars with attractive
designs that are
durable, reliable
and have quality.
the image of the brand and deliver the product
to all the customer groups. The product alone,
no matter how successful it is, will not be able to
contribute more than 50 percent of the success.
"The customer today is very sensitive
towards buying a car. The economy has
not been revived fully and there are many
challenges. We need the right product and the
right partners, so we are relieved that we are
with Nissan."
25
TECHNOLOGY
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The technology
Talking senses with Nissan's experts
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of touch
in perceived quality
“Even a piece of paper cannot be slipped into
the openings between interior parts used in the
Teana [a sedan sold in Japan and some Middle
East markets] – even under extreme conditions,
such as in Arizona where it’s so sizzling hot we can
fry an egg on the dashboard during daytime or in
Alaska where the temperature is 40 degrees below
zero. To maintain this level of accuracy, precise
measurement is essential,” says Takeuchi.
“With three-dimensional measuring equipment,
we can instantly see the difference between
The Nissan Design Centre in Japan has spent 10 years researching the science
of what makes a car feel like a quality product, and it’s even developed brand new
technologies to help.
F
design configuration and an actual item and
“When you touch a leather handle, you’ll
it’s not, when we touch surfaces with unevenness
achieve luxury interior quality as we aimed for. It
feel leather-specific warmth,” says Takeuchi. “If
smaller than fingerprints. Also, when we touch
is our job to identify what customers instinctively
it’s cold, you’ll think it is fake. Or when you touch
more than two small unevenness at the same time,
sense. Human eyes can tell a difference of 0.2
aluminium or metal products, you’ll feel it’s hard or
we feel softness or that it has a dent in the centre.”
to 0.3 mm. It is Nissan’s strength to be able to
cold. If metal is soft, we get an odd feeling.”
irst impressions, your mother no doubt told
car and what they want.
manufacturing method or materials and develop
The type of materials used is very important,
technology that can make hard plastics feel moist
even when the basic idea has been agreed on,
and soft, where a hard-wearing material needs a
quantify customers’ expectations.”
The efforts of the PQ department are reflected
you when you were young, are important.
Takashi Takeuchi, is the manager of the
Especially if you’re about to splash out a
Interior and Exterior Engineering Development
Measuring these criteria is far from easy
Takeuchi says. “We used to think of a car as
good feel to the touch, by using a soft-feel grain
“At first, we had no idea how much effect
Department. “Our job is to make vehicles that
and distinguishing between what people feel
luxurious as long as any real leather was used.
surface and elaborately designed unevenness
we could produce, but now our efforts are
on hard plastic.
definitely bearing fruit,” Ueda says. “The results
considerable amount of money.
new technologies.”
Using this information, Nissan developed a
in every new Nissan on the roads today.
When consumers prepare to purchase a
satisfy customers by first thinking about how to
and what their personal tastes are is one of the
But actually, we have a variety of leather grades
car, they want to make sure that they make the
measure sensory impressions when we see, hear
PQ team’s main challenges, requiring plenty of
available, don’t we? What we found in our studies
The fit and gap between different parts is
of studies from tens of thousands of customers
right choice, which is why for manufacturers it’s
and touch – then how we use and feel things,” he
scientific analysis.
is that what we feel the most comfortable with is
another key influence on PQ, and Nissan has
collected since 2004, which document the honest
important that products make a good impact
says. “We then set engineering targets by using the
“Although ‘likes and dislikes’ vary among
closest to finger-pad softness.”
developed its own technology to accurately
opinions of customers who both accepted and
straight away.
measured values. In addition, we choose the best
individuals, we found that, after studying the
measure complex surfaces and tiny openings
rejected our vehicles are our treasure. We share
where no ruler can fit. This can take measurements
them with all levels of the company, even with the
in just 0.2 seconds, where a regular ruler would
management, and make the best use of them in
require 10 to 20 minutes.
creating future vehicles.”
However, the human fingers can be quite
“The first impression is our key point,” says Tari
opinions of hundreds of people from six different
Ueda, Nissan’s general manager of the Perceived
countries, what feels ‘good or bad’ is almost
“We have a ‘moisture sensor’ inside our
Quality Department at the Nissan Design Centre,
universal, irrespective of age, gender or location,”
fingerprints and something can feel wet, even if
which has been in existence since 2000. It’s his job
says Takeuchi. “By studying why one feels good
to ensure that everything a customer sees, hears
when he or she touches things, rather than what
and touches in a Nissan give the impression of
they like, we can make things that feel good to
premium quality. Appealing to these basic senses
everyone. These quantified values can then be
makes the cars more appealing and satisfying to
used in setting targets in engineering.”
customers, from the first encounter in a showroom
and throughout the ownership experience. Small
Nissan developed special tools
to quantify interior fit and finish
details can have a big impact and while perceived
quality (or PQ as it’s known) is a separate issue
from Nissan’s mechanical quality, it’s just as
important. PQ is part of the overall development
process of a new vehicle.
“A car with good driving performance does
not necessarily look like it has great performance,”
Nissan uses these findings when deciding on
materials to use for new cars.
inaccurate, Takeuchi and his colleagues found.
To realise excellent perceived
quality, designing and engineering
must be in harmony with each
other. This is what PQ does
Tari Ueda
Ueda explains. “In the same way, a roomy space
does not always provide an air of comfort. PQ
strikes an optimal balance between design, which
equals beauty, and engineering, which equals
performance. To realise excellent perceived quality,
designing and engineering must be in harmony
with each other. This is what PQ does.”
The department focuses on improving interior
fit and finish and material texture, to improve
vehicles’ marketability in aspects other than a its
performance and price.
In order to ensure the right feel for a new
car, the PQ department undertakes extensive
research to find out how customers will use the
26
This laser machine can
accurately measure gaps
between parts
27
MOTORSPORTS
www.eshiftmagazine.com
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World C
Nissan Middle
East at the
FIA GT1 World
Championship
As part of its efforts to support Nismo,
Nissan Middle East gave its full backing
to the inaugural event at Abu Dhabi’s Yas
Marina Circuit.
The support was on various fronts,
including the arrangement of media
exposure on a leading pan-Arab sports
television channel.
Manaki Iwamoto from Nissan Motorsports
spoke to Arab motorsport journalist Firas
Mimri on prime time TV at the state-of-the-art
circuit.
Iwamoto spoke about the return of Nissan
to motorsport and the Abu Dhabi event.
He highlighted the importance of the event
having participants from four continents, and
talking to Nismo (Nissan Motorsports); we signed
fantastic working with Nismo. They are a hard
the significance of Nissan’s key motorsport
an agreement and created Sumo Power GT. The
working and motivated group of engineers and
models.
cars arrived from the factory and the contract was
management.”
signed in Japan.”
This was in January 2010. With the first race
28
Iwamoto stressed the significance of the
GT-R participation and highlighted its strong
has high hopes. “We have a goal to do as best
heritage in Japan and around the world. He
we can. Ideally we want to be in the top three
said the GT-R has a lot of fans in the Arab
“We started getting our employees in at the
in the championship this year and win next
region.
Autosport Show [British industry trade show] in
year. I expect to win races this year. The car is
taking place in April, time was of the essence.
T
With Nismo’s experts behind them, Allen
To mark the event, Nissan Middle East
he FIA GT World Championship is a brand
opening race, Sumo Power GT landed its first win
SHIFT_ magazine spoke to the team manager,
January. We had not one spanner, not one bit of
fantastically designed and very reliable which
held a competition on the Nissan Middle East
new race series that tours the world.
at the second event at Silverstone, UK and score a
Allen Orchard.
equipment, nothing, when the team was formed.
removes a big chore for us so we can focus on
website (www.nissan-me.com) during March
With 24 cars from six different manufacturers,
third place in round three at Brno, Czech Republic.
He explained how the team’s parent company,
This is a very short time for a high-end team to
other things.”
and April. Three lucky competition winners
it pits racing versions of the some of the world’s
The Abu Dhabi race at the famous Yas Marina
also called Sumo Power, decided to take part in
compete on an international stage. We’ve done
Allen’s hopes turned out to be fulfilled almost
top supercars against each other and naturally
Circuit saw excitement and disappointment in
the FIA GT1 World Championship just months
five tests in three different countries in Europe and
immediately. After the Abu Dhabi race the team
invited to Yas Marina Circuit. They each
Nissan’s GT-R is part of the action.
equal measure for the Sumo Power GT team. It was
before the first race. The racing outfit that had
we’ve had to change engines [to a V8 as the GT-R
returned to Britain for round two of the FIA GT1
received an air ticket and a stay at a luxury
Four of the flagship cars have been entered,
the first time their two race cars had turned a wheel
previously agreed to run the cars suffered financial
original twin-turbo V6 is not allowed in the series].”
World Championship at Silverstone race circuit.
hotel along with access to the paddock area
two from the Swiss Racing Team and two from a
in anger, but during testing the sport’s governing
problems and pulled out, creating an opportunity
Allen was clear about why other options
The 30kg weight handicap was removed after
to meet the Nissan GT-R racing drivers.
new British team, Sumo Power GT. For the latter,
body, the FIA, had decreed that they were so fast
for a newcomer.
were rejected and Sumo Power decided to work
an appeal, and the number 22 Sumo Power GT
the race to prepare for the first race in Abu Dhabi
that a weight penalty should be applied. The cars
“We were looking for a high-end international
with Nissan.
car of Warren Hughes and Jamie Campbell-
Nismo corner at the event and displayed
closely fought, as the outfit was only created in
each had to carry and extra 30kg of weight, putting
series to race in and out of the blue this one came
“There were other cars we could have bought
Walter triumphed, proving that the Nissan GT-R
six Nissan vehicles at a prime location,
January. But that hasn’t stopped the team – after
them at a disadvantage. Both finished way down
about at around Christmas and New Year,” Orchard
but Nissan makes commercial sense and the
is more than capable of taking on supercars from
highlighting Nissan’s presence at prime
being hit with an unfair weight penalty in the
the field. It was in the aftermath of the race that
said. “James [Rumsey, Sumo Power’s boss] started
GT-R is a good car,” he said. “It’s really been
anywhere else in the world.
motorsport events in the region.
from Kuwait, Bahrain and Saudi Arabia were
Nissan Middle East also organised a
29
ME & MY NISSAN
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Nissan Middle East FZE
Jebel Ali Freezone
P.O. Box 61111
United Arab Emirates
Tel No.: +971 4 881 7500
Fax No.: +971 4 881 7497
Website: www.nissan-me.com
Saudi Arabia
Alhamrani United Company
Madinah Road
P.O. Box 701 Jeddah 21421
Kingdom of Saudi Arabia
Tel No.: +966 2 6696690
TLX:
601556 AFAF SJ
Fax No.: +966 2 6673658
E-Mail: [email protected]
Website: www.nissan.com.sa
Love at first sight
Adel Faidi used to work at Nissan Middle East, where he had plenty of company cars. He’s now moved on to
pastures new, but even now continues to buy Nissan and has recently picked up a brand new 2010 Maxima.
Why have you chosen Nissans in the past?
I used to work for Nissan Middle East for seven years and
changed my company car every year. I don’t have to drive
a Nissan any more, but I do anyway!
What made you choose the new Maxima?
I got it four months ago. I saw the car, got excited and asked
for a test drive. I got it on a Thursday and was supposed to
return it at 11am on Sunday after the weekend. But I didn’t
take it back until 4pm – I loved it. I went straight to the
showroom and ordered one. I love the exterior looks and
the interior design, and it’s value for money as well. I get all
the gadgets I need, and it’s really comfortable
Did you consider anything else when looking for
Name Adel Faidi Age 33
Job Director of an advertising agency
Where from Palestine
Hobbies Cars, movies, football
Kuwait
Abdulmohsen Abdulaziz Al-Babtain Company
4th Ring Road, Al-Rai
P.O. Box 2198, SAFAT 13022, Kuwait
Tel No.: +965 4737977
Freephone: 804888
Fax No.: +965 4723677
Email: General Enquiries: [email protected]
Website: www.nissankuwait.com
U.A.E
Abu Dhabi & Al Ain
Al Masaood Automobiles
P.O. Box 322
Abu Dhabi - United Arab Emirates
Tel No.: +971 2 6811118
Fax No.: +971 2 6776689
E-Mail: almasood@masaood .com
Website: www.masaood.com
Dubai & Northern Emirates
Arabian Automobiles Co.
P.O. Box 2128
Dubai - United Arab Emirates
Tel No.: +971 4 2952222/2699770
Fax No.: +971 4 2952828
E-Mail: [email protected]
Website: www.arabianautomobiles.com
Oman
Suhail Bahwan Automobiles LLC
P.O. Box 156, Muscat, Postal Code 112,
Sultanate of Oman
Tel No.: +968 24560111
Fax No.: +968 24560101
E-mail: [email protected]
Website: www.suhailbahwangroup.com
Qatar
Saleh Alhamad Almana Co.
P.O. Box: 91, Doha, Qatar
Tel No.: +974 4441334
Fax No.: +974 4441337
E-Mail: [email protected]
Website: www.shalmana.com
Bahrain
Y. K. Almoayyed & Sons BSC(C)
Tel No.: +973 17 211211
Fax No.: +973 17 731206
E-Mail: [email protected]
Website: www.almoayyed.com
Lebanon
Rasamny Younis Motor Company S.A.L.
BLVD, Chiyah, P.O. Box 11-2737
Beirut - Lebanon
Tel No.: +9611 273 333
Fax No.: +9611 274188
E-mail: [email protected]
[email protected]
[email protected]
Website: www.rymco.com
Jordan
Bustami & Saheb Trading Co.LTD
Opp. King Abdullah Bldg.
Gardens, P.O. Box 8182
Amman 11121 Jordan
Tel No.: +9626 553 2456
E-Mail: [email protected]
[email protected]
Egypt
Nissan Motor Egypt
6 October City, 3rd Industrial Zone
Area 6,7, Egypt
Tel No.: +2 02 8340920
Fax No.: +2 02 8340930
Mobile +2 010 60 74 788
Syria
Rakha Shallah & Hboubati Co.
P.O. Box: 33661
Harasta -Homs Highway, Damascus, Syria
Tel No.: +963 11 532 99 35 (Lines, 6-7-8-9)
Fax No.: +963 11 532 99 40
E-Mail: [email protected]
Yemen
The Tehama Trading Company
P.O. Box 4422 Shamsan Street,
Hodeidah,
Republic of Yemen
Tel No.: +967 3 228496 /7/8/9
Fax No.: +967 3 228385
E-Mail: [email protected]
[email protected]
Algeria
Nissan Algerie S.A.R.L.
6 Boulevard Colonel Amirouche
Alger - Algerie
Tel No.: +213 21 63 56 55
Fax No.: +213 21 63 58 42
E-Mail: [email protected]
rania.sifi@ groupehasnaoui.com
Morocco
Siab, 44 Rue Khalid Ibnou Walid Ain Sbaa
Casablanca - Morocco
Tel No.: +212 5 224 091 67 / 68
Fax No.: +212 5 22 244422
E-Mail: [email protected]
[email protected]
Tunisia
ADEV
39, Av. Khireddine Pacha B.P.33,
1002 Tunis, Tunisia
Tel No.: +216 71 783443
Fax No.: +216 71 841100
E-Mail: [email protected]
[email protected]
Sudan
Bashir Motors
El Nefeidi Group Building, Parlman Street East
P.O. Box 1222
Khartoum - Sudan
Tel No.: +249 183 762031, 780500, 785074
E-Mail: [email protected]
[email protected]
Azerbaijan
Nurgun Motors
2054 Block, M.Narimanov Street, Baku.
Azerbaijan Republic
Tel No.: +994 12 496 6600, +994 12 479 569
E-Mail: E-Mail: [email protected]
rauf@nurgun-az
[email protected]
Armenia
Muran LLC
47 Komitas ave., Yerevan, Armenia
Tel No.: +37410 280350
E-Mail: [email protected]
Uzbekistan
Premium Auto
10A Tuena Street
Tashkent 100147, Uzbekistan
Tel No.: +998 71 295 8877 Fax: +998 71 295 8880
E-Mail: [email protected]
a new car?
I was also considering a German sedan, but this is much
better value for money and has more gadgets on it than
Payment Terms
were available on the other car.
Payment can be made by cash or
Bank Draft payable to
AdCom Advertising.
Where do you like to drive?
In the UAE I like to go down to Abu Dhabi, where I can
enjoy the performance of the car. If I could, I’d take the
Maxima to Germany to enjoy the autobahn.
What do you do in your spare time?
Name: ........................................................................................................................................................
Company:....................................................................................................................................................
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Within UAE Dhs 35/Other Middle East countries US$10/-
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I like playing football and I love watching movies, mostly
action movies.
So you’re very pleased with the car?
Yes. But I already want a Nissan GT-R next – I test drove
PO Box: ......................................................................................................................................................
City: .......................................... Country: .......................................... Zip Code: .........................................
Tel: ............................................................................. Fax: ........................................................................
one a few days ago and it’s an amazing car.
E-mail: .......................................................................................................................................................
30
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this form to the
following address:
AdCom Advertising & Publishing
P.O. Box: 34556
Dubai, U.A.E.
Tel No.: +971 4 352 2337
Fax No.: +971 4 359 5983
[email protected]
31