From the big city to the great outdoors: Behind the design of 2025 Armada

Nissan’s all-new flagship SUV was designed to have strong curb appeal in any environment

Perhaps no style of vehicle has a wider array of demands placed upon it than the SUV. They must seamlessly help you conquer both the urban jungle and the great outdoors; act as an extension of the driver's personal style while remaining reliably durable; and they are frequently called upon to haul, tow and navigate off-road terrain.

No wonder, then, that designing the all-new 2025 Nissan Armada (coming late 2024) was a massive task. Nissan's global design studios collaborated on the new model, following the overarching themes of "Bold Presence" and "Solid Dignity." Here's a look behind the curtain at how they brought the all-new Armada to life.

Global inspiration, universal appeal

Nissan's designers looked for inspiration across the globe, according to Akio Shimizu, program design director.

"We needed to maintain the historic theme of the Armada and Patrol while competing with our modern rivals," he said. "We went to the U.S. and Dubai to see how people use these SUVs and gather the 'mood' of full-size SUVs, then interpreted this into our early sketches."

One of the team's biggest realizations was that a capable full-size SUV must serve a wide range of uses.

"Our beginning proposal was more practical – lots of straight edges," Shimizu-san said. "But a full-size SUV is often used as a premium car, so it should fit in on a rugged road and in the city."

"There's a contrast and duality to this vehicle," agreed Ken Lee, Nissan senior design director. "On the one hand, it's getting tougher, stronger; but at the same time, we put a lot of focus and attention on details, to the way it's executed with precision."

The 2025 Nissan Armada has an imposing visual presence with strong proportions, yet carefully controlled surfacing on its bodysides.

The finished product balances those with a bold presence from every angle and premium design elements. Note the short overhangs and vertical fascias that create rugged and robust proportions, complemented by elegant details more typical of high-end designs.

"The fender forms have lots of fluidity, and the body has well-controlled reflections," said Lee.

Amada's new front fascia features a more seamless design while incorporating signature elements from previous generations.

One noticeable change on the vehicle's exterior is a reduction in chrome trim. For instance, the Armada's well-known "V-motion" design element is part of the body, rather than a chrome element in front.

Lee said the design team had to be careful to retain many design signatures from past models – "customers are really, really particular" – while interpreting them in a more modern way. And that means that in place of chrome, there are now LED elements that serve as accent pieces. "The new front fascia is more seamless," he said. "In many ways, lighting is the new chrome."

Rugged looks and function

All-New Nissan Armada | Behind the Design

Nissan senior design director Ken Lee discusses the design of the all-new 2025 Armada.

For the first time, Armada is offered with a PRO-4X grade, necessitating changes that would enable the capability expected of that badge. For example, the unique front fascia allows for a more aggressive approach angle for scaling off-road obstacles, while an exposed metal skid plate helps protect the vehicle from damage.

"The PRO-4X treatment is very muscular, and gives a really serious and powerful character," said Shimizu-san.

One of the most unconventional pieces of design inside is the PRO-4X-specific seating, with chunky three-dimensional elements.

"We tried many patterns to balance being both well-appointed and tough," said Lee. "We ended up on this one, which is inspired by an athletic back brace. It looks strong and functional, like it holds you in place."

Armada PRO-4X's unique design elements continue inside, with seat patterns inspired by athletic protective gear.

Similarly, black insert upholstery in the PRO-4X dashboard, doors and center console subtly blends form and function. Like a wetsuit or other waterproof material, it has subtle reflection "dice" graphical treatments visible when light strikes at the right angle.

Other elements are designed to reference the heritage of tough Nissan vehicles. Above the grille, the eye is drawn to a three-slot opening that enthusiasts will instantly recognize from Nissan's back catalog – specifically the Hardbody pickup and the original Pathfinder SUV. While these inlets are non-functional, the passenger-side fender vent on Armada does admit cooling air for the SUV's twin-turbo V6 engine.

Clean yet bold interior

Armada's interior is loaded with comfort and tech features, including available twin 14.3-inch displays.

The inside of the all-new 2025 Nissan Armada has what designers describe as a "zone" layout: Each area of the dashboard, center console and armrests are clearly defined into their own functions. The overarching theme was "Bold Structure," ensuring that all components were intuitive while maintaining a strong design.

Although the dashboard is dominated by the dual displays (for the infotainment system and instrument cluster), it still makes use of soft material wrapping with tidy junctions between material types. Functional components like air vents and door handles are smoothly incorporated into the design – neither hidden nor out of place.

"From the beginning, the interior theme was very clean and bold; it communicates premium-ness," said Shimizu-san.

One of the team's big goals was to ensure every seating position in Armada was thoughtfully designed. For Shimizu-san, this is an embodiment of the Japanese concept of Ma, or mastery of space.

"All three rows of seats are treated as equally special; for instance, we have increased second- and third-row roominess," he said. "Additionally, by continuing the same quality and design of seating material onto all three rows of seats, we communicate to the buyer, 'this car is specifically made for your family, and for pampering all passengers inside.'"

As the eye scans the cabin, subtle "Easter Egg" elements exemplify the design team's attention to detail. In the center console, a small "Since 1951" badge alludes to the long-running history of Patrol, Nissan's iconic global SUV. Meanwhile, the rubber mat for the wireless phone charger has a texture that recalls the organic shapes of a sand dune.

Heading to showrooms – and the great outdoors – soon

Inside and out, the all-new 2025 Nissan Armada was designed to draw attention, no matter the setting. It goes on sale by the end of 2024 with five compelling grades, including the rugged PRO-4X and plush Platinum Reserve. For more on the new Nissan Armada, please see the full press kit.

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Full story here: From the big city to the great outdoors: Behind the design of 2025 Armada (nissanstories.com)

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1. 2025 Armada not yet available for purchase. Expected availability late 2024. Pre-production vehicle shown with available features. Actual production model may vary.

Media Contacts

Kevin Raftery Manager, Nissan Storytelling & Content Kevin.Raftery@nissan-usa.com

Eric Ruble Sr. Specialist, Technology & Safety Communications Eric.Ruble@nissan-usa.com