August 9, 1990 – Nissan Gobi Wins International Design Award

On August 9, 1990, Nissan achieved a groundbreaking milestone in automotive design. The Industrial Designers Society of America (IDSA) presented the prestigious Design Excellence Award to Nissan for its innovative Gobi light truck concept vehicle. This accolade marked the first time a Japanese-designed vehicle had won the award, showcasing Nissan’s visionary approach to vehicle design.

The Gobi Light Truck Concept

The Gobi light truck concept was a two-seat utility vehicle created purely as a design exercise, with no plans for production. Designed by Nissan designers Jerry Hirshberg, Bruce Campbell, and Diane Allen at San Diego-based Nissan Design International (now Nissan Design America, or NDA), the Gobi was a modern take on the compact two-door pickup truck. The San Diego-built Gobi debuted at the 1990 North American International Auto Show, captivating audiences with its unique and forward-thinking design.

The Gobi concept reflected Nissan’s commitment to pushing the boundaries of automotive design. Its compact yet rugged appearance was inspired by the harsh environments of the Gobi Desert, from which it derived its name. The vehicle’s design focused on versatility, practicality, and a futuristic aesthetic that blended form and function seamlessly.

Features and Innovations

While the Gobi light truck concept was never intended for production, it boasted several features that highlighted Nissan’s design prowess:

• Bubble Canopy Cab: The Gobi featured a distinctive bubble canopy-like cab that provided a unique look and enhanced visibility.
• Asymmetric Interior: The innovative interior design maximized space efficiency and provided a comfortable and ergonomic driving experience.
• Low Bed Walls and Ride Height: These features made loading and unloading cargo easier while giving the truck a sleek, modern appearance.
• Labeled Storage Containers: Practical storage solutions were integrated throughout the vehicle, enhancing its utility.
• Removable Glovebox Backpack: A standout feature was the removable glovebox that could be worn as a backpack, adding an element of versatility and convenience.
• Era-Reflective Colors and Livery: The truck’s colors and design elements effectively reflected the aesthetic trends of the early 1990s, making it a true product of its time.

The Impact of the Award

Winning the Design Excellence Award from the IDSA was a significant achievement for Nissan. It highlighted the company’s ability to create vehicles that not only met functional requirements but also pushed the envelope in terms of design innovation. This recognition helped cement Nissan’s reputation as a leader in automotive design and showcased the global appeal of Japanese engineering and creativity.

The Gobi light truck concept’s success paved the way for future innovations in Nissan’s design philosophy. It demonstrated the importance of thinking beyond conventional boundaries and exploring new possibilities in vehicle design. Although the Gobi never reached production, its influence can be seen in subsequent Nissan models that continued to embrace bold design and practical functionality.

The recognition of Nissan’s Gobi light truck concept by the Industrial Designers Society of America in 1990 was a landmark moment in automotive history. It underscored the importance of design excellence and innovation in the automotive industry and showcased Nissan’s ability to lead the way in creative vehicle design. The Gobi concept remains a testament to the power of imagination and the enduring impact of visionary design.

Is it just me or did the Chevrolet SSR take notes from this? Original press release: