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2021 Nissan Rogue and Pathfinder buyers will be treated to an all-new interior sound with some impressive nerdy roots. Legendary video game company Bandai Namco, best known for titles like Pac Man, was tapped to help design the new soundscape. Together the two companies worked to give the brand’s sound distinct character and personality. This isn’t the first time Nissan has tipped its hat to nerd culture, and it will likely not be the last.

A backlit NIssan logo on a black grille
Nissan logo | Kiyoshi Ota/Bloomberg via Getty Images

Nissan is known for its fandoms

Nerdy is a word often used to describe passionate niche hobbies and fandoms. Despite negative connotations in the past, the word is now synonymous with a list of positive characteristics. Something is nerdy if it’s esoteric, interesting, clever, or informative. Nissan has joined in on the celebration of the term and enthusiastically backed several fandom projects. The brand is popular with younger customers who appreciate these playful gestures.

In 2016 Nissan delighted Star Wars fans with a limited edition Star Wars Rogue SUV. The Star Wars edition was in celebration of the theatrical release of Rogue One: A Star Wars Story. This limited edition featured special badging and stylized trim. Buyers were also treated to an exclusive Death Trooper helmet.

That same year Nissan reached out to fans during San Diego Comic-Con. The brand is known for its command of social media. During this heavily discussed event, Nissan asked drivers to share photos of their cars. A few winners would be chosen and redesigned, stylize after classic comic book art.

Legendary video game company brought on board

the Bandai Namco logo on a background of red, yellow, and orange
Bandai Namco logo | Tomohiro Ohsumi/Bloomberg via Getty Images

Executives at Nissan reached out to legendary video game company Bandai Namco to breathe new life into the brand’s sound. Nissan’s lead engineer for in-car information sound design Hiroyuki Suzuki said the brand is looking for a high-end sound that is emotional and informative.

Nissan reached out to Bandai Namco because its expertise in video game soundtrack creation translates perfectly to cars. In video games, alert sounds are used to inform players and get their attention without creating a distraction, just like the alerts in cars. Together the two companies combined their expertise to create a new sound palate for the Nissan brand. Once the full range of sounds was designed, several variations of each were created to convey varying levels of urgency.

2021 Nissan Rogue and Pathfinder sounds alert without distracting


Nissan Is Trying To Get the Rogue Back on Its Feet in 2021

Interior alerts are used to communicate with drivers without distracting them from the road. Examples of these are tones played while a vehicle is in reverse, a chime to alert that a door is ajar, or a beep to remind passengers to fasten their seatbelt. These sounds are often taken for granted and fade into the background. Nissan hopes to change all of that.

The brand chose to redesign its interior alert sounds to create a voice for the brand. Nissan wanted to give new models more character and personality. Soundscapes go a long way toward the creation of ambiance. This level of attention to detail is part of why the brand is so popular with thoughtful and tech-sensitive young buyers.