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Reviving Nissan: From Bankruptcy to Global Leader Under Carlos Ghosn

In the late 1990s, Nissan faced a crisis with $17 billion in debt and outdated designs. In 1999, Carlos Ghosn was appointed to change its trajectory. He implemented drastic measures including payroll cuts and plant closures. Over the next six years, Nissan shares quadrupled, transforming it from the brink of bankruptcy to the most profitable car manufacturer in the world. Ghosn introduced innovative vehicles like the 350Z and focused on research in hybrid technology. Nissan now aims for geographical expansion and sustainable innovation.

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Reviving Nissan: From Bankruptcy to Global Leader Under Carlos Ghosn

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  1. Nissan's Comeback

  2. Nissan Before 1999….. • 17 billion in debt. • Unchanged vehicle designs since late 1980’s. • Brand equity was deteriorating.

  3. Nissan’s New Begining • 1999 Hired Carlos Ghosn from Michelin. • Chief operating officer • Installed by Renault, owns 45% of shares. • Cut payrolls and closed plants. • Difficult to adapt to cultural differences within Nissan.

  4. Nissan Now • Nissan shares have quadrupled in the past 6 years. • Gone from brink of bankruptcy and #2 automaker in Japan to most profitable car company in world. • This April Ghosn assigned President and CEO of Nissan

  5. New Lines • 350z, Maxima, Altima, Titan, Armada, Pathfinder , Xterra, Frontier and Murano

  6. Strategy • Reduce Operating Costs (purchasing 50%, manufacturing, distribution). • Research and development (hire 1,000 engineers a year). • Working on Hybrid technology (Hybrid Altima in 2006). • design is recognized and is balanced with engineering, marketing and product planning. • “We want people to buy our cars because they want our cars. We come out with cars with emotional attributes.” (Carlos Ghosn)

  7. Strategy Continued… • synergies and commonalities for the sake of better performance through lower costs, higher quality and faster reactions • Innovation

  8. The Future of Nissan • Geographical expansion (Russia, India, Africa, South America) • US expansion (there are six segments where we're not represented). • Leverage Infiniti • protection of the environment — hybrids, fuel cells, better combustion engines, better diesel engines. • Make vehicles more time oriented (possibility to call in a safe way, to communicate with the car, to receive information in the car).

  9. Sources http://www.smartmoney.com/mag/ceo/index.cfm?story=november2004 http://edition.cnn.com/2005/BUSINESS/04/20/boardroom.ghosn/ http://www.edmunds.com/insideline/do/Features/articleId=104633 http://www.freep.com/money/autonews/nissan22e_20050222.htm

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