The Brief

The automotive industry is in the midst of a “once-in-a-century” period of great change. The keyword “CASE” symbolizes this change. CASE“ is a term that symbolizes these changes: ”Connected,“ in which cars are constantly connected to the Internet; ”Autonomous,“ in which AI takes over driving; ”Shared,“ in which ownership is replaced by usage; and ”Electric," in which the source of power is electricity. The major changes occurring in these four areas are not merely technological advancements, but are fundamentally changing the way we live and the nature of society itself.

This huge transformation called “CASE” is actually not a magic that was created from nothing at all. Many of them were created by multiplying (x) the “existing things” we are familiar with “new technologies and perspectives”. Take “Connected” for example. This is a new technology called “high-speed communication” combined with an existing machine called a "car”. As a result, values that were once unimaginable have been created, such as real-time map updates and remote control with a smartphone.

What would happen if we tried to bring this way of thinking into “building” automobiles to “delivering” them to customers? We have a variety of assets such as “dealerships” that are rooted in the community, ‘mechanics’ who know automobiles inside out, and “relationships of trust” with our customers. Here, for example, we can boldly pull back the common sense of the industry and the conventional wisdom. The role of dealers can be divided (÷) with the region or other industries. Then, if we add your completely new perspective and technology (+), what kind of formula will be born?

We would like to work together with you to create a business that will realize the “driving happiness” of the future by adding your “new perspectives” to our wide range of existing resources related to automobiles, so that all people who drive and are involved with automobiles can feel happy. How would you combine the four arithmetic operations of business to lead the way to a new era of driving happiness?

Category

【Human Beings in the Modern World】
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The Background

Nissan Tokyo Sales Holdings covers the business area of Tokyo, the capital of Japan, and handles everything from new and used Nissan vehicle sales to after-sales service. As a core dealer of the Nissan brand, a pioneer in electric vehicles (EV), Nissan Tokyo Sales Holdings has been conducting its business with local roots, with 97 dealerships in Tokyo selling new vehicles. In addition to new car sales, Nissan also owns a maintenance company, a vehicle inspection company, a vehicle transportation company, and a cab company, and is developing a wide range of businesses related to automobiles.

With our corporate philosophy of “Driving the future beyond mobility. Delivering inspiration at every turn.” we continue to take on new challenges to contribute to our customers and local communities. At this year's DEMOLA, we are focusing on the potential of our students, who are digital natives, to discover what new value and joy they can bring to the entire car lifecycle of the future. We would like to take up with you the challenge of creating a new business that is not bound by the common sense of the automotive industry, but rather from the perspective of the customer of the future, and that will accompany the customer throughout his or her life.

The Challenge

In the past, our relationship with the automobile was relatively simple: let's organize it in 4W1H (when, where, who, what and how). It used to be that most of cars were driven on a daily basis, near our homes, by the owner, by taking out a loan. But now there are a variety of other options in all the 4W1Hs. The connection between the customer and the automobile is becoming more diverse and fragmented in all aspects.

Behind these changes are technological advances that have dramatically improved the quality of automobiles and made it possible for a single car to be used very long and safely. This “longevity” has made it possible for a single car to pass through the hands of multiple owners and users during its lifetime (car life cycle*1). As a result, new businesses have emerged one after another that capture the entire car life cycle, including not only the sale of new cars, but also the resale of high-quality used cars, leasing and rental cars for a limited period of time, and the recycling and reuse of parts after they have completed their role in the car. It can be said that the convenience of automobiles has further increased, with customers being able to choose when they need a car at a reasonable price and when they need it.

We believe that new business opportunities lie in this diversified, fragmented, and complex situation. For example, what can we do if we subtract (-) the stereotype of the dealership as a place where customers “wait” to buy? Next, what can we do if we divide the roles (÷), of our maintenance skills and apply it to various mobility needs in the community? Can we create new value by multiplying (×) with other fields and industries? By capturing our business as “the four arithmetic rules of business,” we should be able to create even greater value.

We would like to create a new business by redefining the “customer journey*2” of the automobile, which has become fragmented and prolonged, by capturing our business as using the “four arithmetic rules of business”. What kind of added value can we create throughout the entire process from when a customer begins to consider a car, to when they acquire it, use it, and even when they let it go? Why don't we reconfirm the points of contact with our customers and work together to create a new business that will make them happier and enriched throughout their lives, and create “driving happiness” for them?

＊1 The entire process of a single vehicle from the time it is sold as a new vehicle until it is scrapped.
＊2 This concept refers to the series of experiences and actions that a customer goes through from learning about a product or service to purchasing or using it, which is resembled to a "journey”.

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