Mot- Nissan
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As one of the leading automakers in Japan, Nissan Motors is ranked No.48 in Fortune Global 500 of 2011 and operates global automaker business across Japan, North America, Europe and other foreign countries. Its enterprises include marines, one of the largest forklift manufacturers, and automobiles with “Nissan” and its luxury brand “Infinite”.
Nissan was targeting to the lower-price and fuel-efficiency cars with accepted quality to gain market share before, yet faced financial difficulty in 1990s. To overcome the crisis, Nissan started to cooperate with Renault and had been managed by Carlos Ghosn, the Chief Executive Officer of Renault. He carried out “Nissan Revival Plan” to revive this company and lead it back to its competitive position. However, Nissans success was soon challenged by the global economic crisis in 2008 and 2009.
Even though the recession strongly impacted automobile market, Nissan quickly adjusted manufacturing volumes to pass it. Besides, due to the manufacturing problem, Nissan recalled these defective vehicles on March 2, 2010 to win back its credit. In order to strengthen the technology development, Renault-Nissan had an expanded alliance with Daimler On April 7, 2010. Nissan-Renault will benefit from Daimlers engines, the same as Daimler from Renault-Nissans transmissions. In 2011, the earthquake and the tsunami influenced many manufacturing plants of Japanese automaker companies. The shortage of parts and other resources became either a crisis or an opportunity to Nissan, depending on if it can gain more market share from its Japanese competitors. Under its differential strategy, Renault-Nissan Alliance is not only successfully innovated the top Gear car “GT-R”, which not only can compete against Porsche 911 with much lower price but also target on the potential electric vehicles market with “Leaf”, 100% electronic and zero-emission SUV.