San Diego, CA – Hidden away on the outskirts of San Diego is a group of car designers, one of the last bastions of Nissan’s California presence, that’s been transforming sheet metal into automotive icons for 27 years.
It’s head, Bruce Campbell, Vice President, Design, recently gave a group of journalists a glimmer of what went on behind-the-scenes when his team developed the 2008 Rogue, the Crossover SUV Nissan will start selling this Fall.
I wondered how Campbell and company avoided making the move to Nashville when the rest of Nissan recently decamped. He said he explained to the company’s chairman, Carlos Ghosn, “if style is going to happen in the world of car design it’s going to happen in Southern California.” Ghosn bought the argument that for Nissan to compete it had to have the freshest style and decided to let Campbell’s team stay in the warm embrace of the California sun. Nissan North America also has another design studio in Farmington Hills, Michigan.
Campbell, a tall and lanky, blond transplant from Michigan met the assembled writers, who were having a lunch of gourmet sandwiches, in the Design studio’s yoga room. This is so California. After a few words about the storied vehicles that have been created here, the Z, Quest, Titans, Armada, Altima and now the Rogue he turned the briefing over to others who gave us the low down on what Gen X wants and why they’re different from we aging boomers. Pass the Botox and no, I’m not jealous. I was young once and from what little I remember it wasn’t all bad.
These up and coming members of the up and coming generation born between 1965 and 1976 (31 – 41) are just entering their years of heavy responsibility, kids, major careers and mortgages. Growing up in an era of prevalent divorces, single parents, recessions and a feeling of instability they are ready to embrace getting settled but they want to “do it and keep their individuality,” said Amy Casey, senior manager, Advanced Planning & Strategy for Nissan North America.
They want to “create strong relationships with their mates,” said Casey. Which inevitably is going to lead to starting a family so they’re going to need something, “a little more practical,” but don’t even mention a minivan. That was “moms” car. What self-respecting thirty something guy wants to be seen driving his mother’s car? “It makes him feel emasculated,” she said.
They could always buy a rugged SUV but with the price of gas they may have to pawn the kid. Or maybe they could consider a wagon or one of the, so-called “cute Utes” the small SUVs. These just don’t have that combo of active sporty vehicle for the “urban dad” or the sexy sport vehicle for the “frat boy” alter ego that still stirs the coals of their relationship.
Casey found that the female GenX’ers wanted their men to “continue being the man they fell in love with.” Something new was needed to satisfy the guys (and the women who loved them) who were inching into familial responsibility without sacrificing their “youthful masculinity and vitality.”
They handed this design brief to Campbell’s team who added up the must haves, “heightened practicality, increased roominess and a sensitivity to safety” and put them in the blender with the emotional attributes, “modern, urban, cutting edge utility with sexy, sporty appeal,” hit the switch and let this mix swirl in their minds.
The result was waiting for us on the turntable in the Design Studio’s outdoor courtyard. The thick shrubbery surrounding the patio keeps the spying eyes of the automotive paparazzi from getting a shot of the advanced concepts being brewed here. But this one was done and ready to meet its public.
We were greeted by a thoroughly modern, low slung, curvy but somewhat edgy four door vehicle whose main line flows from the integrated front bumper across the creased hood/fender line, to the elongated swept back window pillar and across the roof finally disappearing into the rear tail gate.
It was a subtle, but engaging shape that lured us closer. Inside I discovered a cockpit-like driver’s area with good comfort and what seemed to be excellent visibility. Rogue’s instrument panel layout and steering wheel offered easy readability without losing the sporty look and feel.
The vehicle has enough electronics to satisfy the geek gene as well as the “frat boy.” From trip computers that display distance-to-empty, average fuel consumption, average speed, elapsed time and outside temperature, optional steering wheel-mounted controls for audio, Bluetooth Hands-Free Phone System and cruise control, Intelligent Keys and a Bose®-developed audio system with 7 speakers and subwoofer with MP3 capability and satellite radio are some of the advanced technology features available to keep any rogue happy with his Rogue
The leather-appointed seating doesn’t sacrifice practicality with its fold-flat front passenger seat – which allows over 8.5 feet of front-to-rear cargo space for carrying long items such as wood, ladders or a surfboard. The rear 60/40 split-fold bench seat and oversize glove box (big enough for a laptop) with partition that measures over half a cubic foot in volume are standard features.
For those of us who never have enough room for our “stuff” there’s a dual-level center console with ample storage. It also features a variety of cupholders, memo/pen holder, coin holder and cell phone/sunglass holders.
If you need to haul some other stuff, the Rogue’s cargo area has a unique organizer in the back. If needed, the organizer pops up – with a one touch open switch – from its hidden space below the flat cargo floor. A portion of the cargo floor snaps into a vertical position, revealing a flat recessed space with removable, vertical cargo nets. The system helps prevent items such as sports equipment and groceries from rolling loose around the cargo area while driving.
To haul all of this style and stuff the Rogue comes equipped with a powerful 2.5-liter engine, 4-wheel independent suspension and either front-wheel drive or all-wheel drive.
Its standard 2.5-liter DOHC 16-valve inline 4-cylinder engine is rated at 170 horsepower and 175 lb-ft torque that’s been tuned to provide torque in the low-to-mid rpm range for smooth, powerful acceleration and quick initial response from a standing start. All of this for about $20,000.
This is the vehicle for dropping the kids off at school, then turning up the stereo and heading up the coast. Of course, there’s room for the briefcase just in case you have to head back to the office. But if you have the time for some adventure the Rogue is ready to take you there.
Related Items:
