Nissan URGE: sports car for the video game generation

December 30, 2005 The “Echo Boomer” generation was born between roughly 1976 and 1996. The offspring of the “baby boomers”, the generation is a demographic echo of the post-war baby boom and will become the largest generation of young people since their famous trend-setting parents. Like their parents, they will have massive impact on entire segments of the economy as they age, and will become the next dominant generation. The “echo boomers” make up roughly a third of the US population, and numbers and mindset of this generation are currently being evaluated as they mature into full-blown consumers. It’s the first generation to have spent its entire life playing video games, and it is just about to take to the roads. By 2012, nearly all 87 million of them will be of driving age and they will be looking for much more from a car than simple transportation – entertainment, a social space, personalisation and flexibility. It seems fitting that one of the key sources of inspiration for the dramatic new Nissan URGE concept, a spare, technology-heavy, performance-oriented sports car design exercise, would be found online – in the results of an Internet survey of approximately 2,000 young car and gaming enthusiasts. Asked what they would ideally want in a car, the top responses were “performance” and “technology”.

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