YOKOHAMA, Japan – April 24, 2025—Nissan Motor Co., Ltd. launched the start of a demonstration test for its next-generation mobility service platform, Ambitious Time. Created to change the way passengers use travel time, the platform introduces a new era of innovative, interactive, and productive use of in-vehicle time on autonomous cars and on-demand shuttles.
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What Is Ambitious Time? Nissan’s Vision for Smart Travel
Nissan’s Ambitious Time is a multi-functional mobility ecosystem that redefines traveling as a space for discovery, entertainment, and personal development. Whether you enjoy immersive gaming, wellness therapy, skill learning, or simply relaxing on the move, Ambitious Time turns wasted ride time into opportunity-rich experiences.
The testing phase commences this month in a specially designed simulation room that simulates the in-vehicle environment. The platform is intended for future integration into autonomous vehicle interiors, creating an adjustable mobile space driven by digital technology and user personalization.
Key Features:
- Six 65-inch 4K screens to stream dynamic digital content and live feeds.
- Multisensory Experience is heightened through synchronized visuals, sounds, and scents.
- Modular Interior Design: One-touch seat and table reconfigurations for various use cases.
These elements collectively construct a smooth digital-physical blending experience, meeting users’ varying needs, from adventure travel to entrepreneurial work.
Real-World Deployment: On-Road Tests and Business Validation
Following the demo, Nissan will move Ambitious Time out of simulation and into real-world experiments in real cars on public roads. This stage will test the platform’s feasibility of operation, business potential, and take-up by users, and Nissan will aim for local launch in Japan as well as future global roll-out.
Collaborative Innovation: Nissan’s Technology and Content Partners
Nissan is collaborating with leaders in the industry to co-produce experiences under the Ambitious Time ecosystem. Each partner contributes something new in technologies or services:
| Partner | Contribution |
|---|---|
| Yamaha Corporation | Custom acoustic environments for an immersive soundscape |
| HORI Co., Ltd. | Development of unique in-car gaming controllers |
| Daimaru Matsuzakaya Department Stores | Integration of the fashion subscription service “AnotherAddress” |
| Golden Field Co., Ltd. | Deployment of wellness and relaxation service “Goku no Kimochi” |
| Tassei Electric Co., Ltd. | Design and implementation of an in-vehicle gaming system |
A Platform With Unlimited Potential
Ambitious Time is more than just a tech demo—it’s Nissan’s bold step into the future of personalized mobility services. From fan engagement zones to beauty care pods and side hustle stations, the possibilities for in-vehicle transformation are limitless.
As smart cities evolve and demand for multifunctional transportation grows, Nissan’s Ambitious Time aims to lead the way in next-gen autonomous travel.
