Kyu says he tries to find “unexpected expectation” when creating something. He believes that “design is a gift for the customers, it’s not a commodity.” So he tries to design everything with a full understanding of the customers he is designing for. He tries to capture new trends and fashions within the customer base.
He wasn’t always a designer for Datsun. Throughout his long career, he oversaw the design of both Nissan and Infiniti models. It sounds like he’s drawing from that experience at higher end brands to help elevate Datsun to a new level. “Cars are very aspirational products. The car is a symbol of achieved success, an embodiment of a dream—and therefore, it needs a stronger presence. The design of the car should be ‘louder,’ should stand out from the crowd. This is the direction I’d like to follow when creating the 21st century’s second generation of Datsun cars.”
The rest of the interview is certainly worth a read, even if you don’t see new Datsuns for sale here in the US.