All-new Maxima clue to Nissan future

The next-generation Nissan Maxima represents the next step in Nissan's plan to recapture its youth, when it stunned the world with cars like the original 240Z.

It says it will focus on traditional strengths like engineering integrity, but will move towards sportiness, stronger Japanese styling cues, and unique interiors.

The present Maxima has one of the best V6 engines in the business, handles and rides as well as any front-wheel-drive executive but desperately needs a styling makeover inside and out.

This will happen next year. The new Maxima will take on a much more upmarket look that heralds a new era for Nissan styling, says the company. It will remain Nissan's flagship sedan but will finally move away from emulating efficient but boring "cardigan cars" and take on a look all its own as part of a programme to create unique Nissan designs.

Both the 350Z sports coupe - due early next year - and the Maxima will change buyer perceptions about Nissan, the company says.

Nissan admits it has been in the shadow of Toyota for many years, copying Toyota mode for model in order to hang on to its share of the market. It also admits the policy has been a disaster.

Domestic figures in Japan reveal the extent of the failed policy. In the late 1980s, Nissan had a 33 per cent share of the Japanese market. Today it is around 19 per cent.

Research worldwide showed Nissan was seen as a strong brand, but not as strong as Toyota.

Nissan's head designeer Shiro Nakamura, who was recruited by Nissan from Izusu, said one of the first tasks he was given by Nissan chief Carlos Ghosn was to stop emulating Toyota and create unique and innovative designs for Nissan.

The head of Nissan's corporate planning group, Patrick Pelata, a Renault recruit, has said that the new 350Z was a symbol of the new direction and the company's commitment to shake up the market with sporty and advanced designs.

"We are no longer there to do what others have done," he said.

"This was a big problem in the past - too much in the shadow of Toyota. We have done a lot to be ourselves."

An example of the new thinking was the XTrail, he said. It was not a copy of the Toyota RAV4 or Honda CRV but rather a family car that bridged the gap between traditional Nissan passenger cars.

He said Nissan had also made a commitment to information technology. "All our interior designs are built to take IT systems now," he said. "We are working to make owners feel the interiors were designed just for them."

Pelata said interior design was an opportunity for Nissan to demonstrate its separation from Toyota. "You will see that in the new Maxima. You will see a very different way of expressing the quality interior."