NASHVILLE — When Nissan goes live at CES next week showcasing its marketing mantra of "Nissan Intelligent Mobility," Las Vegas crowds might well wonder what that tag line means.
And Nissan is ready for the question.
"We get, 'Intelligent mobility? What the heck does that mean?' " admits Chris Reed, vice president for components engineering at Nissan Technical Center North America in Farmington Hills, Mich.
"It's our goal to have zero emission and zero fatality, and this expresses how we intend to get there."
But Reed, a vehicle chief engineer on the automaker's D-platform crossovers, can't be expected to explain the term to everyone.
For the last year, Nissan North America has been trying to clarify its message about the new technologies of autonomous drive and connected services. But at the same time, it has been working to get all interested parties on the same page with what it's really all about.
And in the swirling world of strange new technologies, mobility concepts and ephemeral vehicle features, that's no simple matter.
"I want you to be able to quiz anybody who works at Nissan, and they should be able to tell you, what are the three pillars of Intelligent Mobility? How do they relate, and what are we trying to get?" said Reed.
"It's a consistent message about our vision."