Nissan North America Inc. and Microsoft Corp. have merged automobile design and gaming technology to create a fully integrated gaming system within a vehicle.

Conceived by Nissan Design America Inc. (NDA) and equipped with the Xbox 360 next-generation video game and entertainment system, the Nissan URGE concept car allows drivers (while parked) to play “Project Gotham Racing 3” using the car’s own steering wheel, gas pedal and brake pedal while viewing the game on a flip-down seven-inch LCD screen.

The LCD screen also doubles as a rear-view mirror when the car is being used for real driving.

The URGE, which will make its world debut at the 2006 North American International Auto Show on 9 January 2006, offers a glimpse of how echo boomers are influencing the next generation of vehicle design.

“Nissan conducted an Internet survey of 2,000 echo boomers, a majority of which said technology and gaming are among the most important attributes in their first car,” said Bruce Campbell, vice president of design at Nissan Design America in La Jolla, Calif. “Xbox 360 offered the latest in technology and was already a favorite among this audience.”