--- title: "The Nissan 350Z Saved the ‘Soul’ of the Company, Design Boss Says" description: "Faced with a choice between a more retro design and what would become the 350Z, the sports car helped the automaker find its mojo again." date: "2023-11-01" modified: "2023-11-01" authors: - name: "Nico DeMattia" job_title: "Contributing Writer" link: "https://www.thedrive.com/authors/nico-demattia" url: "https://www.thedrive.com/news/the-nissan-350z-saved-the-soul-of-the-company-design-boss-says" categories: - "News" - "News by Brand" - "Nissan News" tags: - "Coupe" - "Nissan" - "sports car" - "z" --- # The Nissan 350Z Saved the ‘Soul’ of the Company, Design Boss Says ![]() *Nissan* Upon the turn of the millennium, [Nissan]() was lost. The 300ZX had been killed off in 1997, and the GT-R wasn't yet a global phenomenon, leaving the brand without an aspirational flagship. To put it more precisely, Nissan had "lost \[its\] soul," as the company's Senior Vice President of Design Alfonso Albaisa told *The Drive* in an interview at the Japan Mobility Show. Albaisa credits the [350Z]() with helping his team find it again. "At the time, we were in bad shape actually, and we were hunting for the meaning of us. Why should we exist?" Albaisa said. "And we were ourselves shocked that all you have to do is look back, and you see these moments of excellence. The story goes back to about 1999, when the Renault-Nissan Alliance had only just been minted. "We had a Z program, actually. The chairman said, 'Nissan is in trouble. You need to make a Z,'" Albaisa told us. ![]() ![]() ![]() ![]() ![]() Albaisa, then associate design director at what is now Nissan Design America, got to work alongside his team on two different Z designs. One was retro-themed, more like a [Datsun 240Z]()—which I'll forever argue is one of the most perfectly designed coupes of all time. The other was more modern and forward-thinking. That was the car we know today as the 350Z, that was very clearly favored by the top brass. "There are 12 executives who vote for going \[sic\], one including the boss, and it was unanimous \[in favor of the modern concept\] 12-to-0." The retro concept Albaisa is referring to is the 1999 Z Concept, which debuted at the North American International Auto Show in Detroit that same year and looked very much like a 240Z infused with Y2K motifs. Despite its oddly large fender wheel gaps, it was a pretty car, and one I'd have loved to see Nissan put into production. ![]() ![]() However, those retro wishes were eventually granted. Well, sort of. When it came time to revive the Z name again, after the geriatric [Nissan 370Z]() (essentially just a refreshed 350Z) turned 13, the bosses at Nissan voted the other way. "The flip happened this time," Albaisa said of the new [Nissan Z's]() design decision. "We have a modern kind of, postmodern one that was forward-looking, not looking back. And \[the current production Z\] is kind of a 'best of' study, where it's not just the 240, \[but\] also the 300. This time: 12-to-0, other direction. Not the same people, but you know, the same company, just time changes things." ![]() ![]() ![]() ![]() ![]() It's unfortunate that the new Z hasn't yet proven to be anywhere near as big of a sales hit as the 350Z was back in its day, as it's still a stylish coupe. Albaisa wasn't kidding—it's essentially a greatest-hits album of Nissan's Z designs over the decades. But retro looks aren't helping it sell, so it doesn't seem like the latest installment will have the same soul-saving impact for Nissan as the 350Z did in the 2000s. [Maybe cutting the Nismo's price would help](). Just an idea. *Got tips? Send 'em to tips@thedrive.com* ## Author Nico is a writer and reviewer from New Jersey who probably thinks he’s a lot funnier than he actually is. His love of cars began when he was just a kid playing Gran Turismo 3, grinding out enough race wins with a Mazda Miata to save up for an in-game RUF 911. That passion for small, lightweight sports cars drove his desire to learn more about the industry, get his hands on as many cars as he could, and bring those experiences to life on the page. He cut his teeth writing about BMWs, Volkswagens, and Audis, mostly, and has owned far too many of each. He’s on his fourth 3 Series sedan, but all of his old, cheap German cars have forced him to learn more about car maintenance than his mechanical capability can handle. Too many late nights have been spent scrambling to get a car running by morning so he could get to work. For some reason, he never seems to learn that old Bimmers probably aren’t the best daily drivers. But he loves more than just old German cars. He’ll gladly drive and discuss anything with four (or even three) wheels. Cars aren’t his only passions, though. Nico is also a big nerd and loves movies, video games, comic books, and cares far too much about the New York Giants. So don’t be surprised if you see football references or dumb, obscure movie quotes in any of his car reviews. ### Author social links [Instagram]() [LinkedIn]()