Nissan returns to Japan's most exclusive address
26 Septembre 2016 - Automotive News
Nissan Motor Co.’s flagship showroom has returned to Japan’s most exclusive, priciest address -- Tokyo’s glitzy Ginza district, flush with department stores and geisha clubs.
A sleek new two-story showroom sits at the shopping district's main neon-soaked intersection, with the brand's signature models such as the GT-R sports car and Leaf electric vehicle looking down on the well-heeled throngs through floor-to-ceiling glass walls.
Nissan is back at the landmark locale after a two-year hiatus.
Japan's No. 2 automaker had had a showroom at the intersection since 1963, when models of a different kind -- women in swimsuits -- helped christen the gallery and show off the Fairlady 1500 convertible then on display. Nissan later moved across the street to another building owned by Sapporo Beer, which still manages the property.
The showroom was shuttered in 2014 to renovate the entire building. Nissan offered a sneak peek of the new digs to journalists Friday, ahead of its public opening this weekend.
Reborn as "Nissan Crossing," the revamped gallery boasts two floors of displays featuring concept cars such as the IDS Concept and more pedestrian fare such as the Serena family van.
The goal is to showcase how Nissan is repositioning of itself as a global leader in next-generation mobility, from EVs to self-driving cars. The Serena, for example, is the first vehicle featuring Nissan's new ProPilot semiautonomous driving technology.
To make sure passersby don't miss the cars, the picture-window facade embedded with LED lights grabs their attention with colorful light shows. Once inside, Nissan invites them to stay awhile at a trendy cafe, where visitors can indulge in custom latte art that features cocoa-powder images of their own face dusted on top of their foamed milk.