Nissans Electric Vehicle Strategy in 2011: Leading the Way Toward Zero-Emission Case Solution

This case strategic decisions that went into the development of the Nissan LEAF, the first all-electric car built in series detailing. Carlos Ghosn, President and CEO of the Renault-Nissan Alliance, made a bet of $ 5,000 million electric cars could be the wave of the future. The Alliance was the creation of a capacity of 500,000 zero-emission vehicles in Japan, USA and Europe. The case concerns the creation and launch of the leaf, Nissan marketing strategy for the automotive, construction of charging stations, and the strategy of Nissan electric car under the Renault-Nissan Alliance. It also addresses the challenges posed by the high cost of batteries for electric vehicles, as well as the benefits of Nissan’s joint venture with Japanese manufacturer NEC battery. To manage the reuse and recycling of the battery, Nissan created a separate company called 4R Energy Corporation. The case also provides an overview of the electric car industry and various economic, psychological and political forces that could promote or hinder the success of the electric car. Nissan targets the competitors, including: General Motors, which came out with its plug-in hybrid Volt, while LEAF was launched, Tesla, BYD located in China, and the next electric car promised by Ford, Volkswagen and Toyota.
by
Robert A. Burgelman,
Debra Schifrin
Source: Stanford Graduate School of Business
44 pages.
Release: June 16, 2011. Prod #: SM189-PDF-ENG
Strategy of Nissan electric vehicles in 2011: Leading Zero Emission Solution Case

Nissans Electric Vehicle Strategy in 2011: Leading the Way Toward Zero-Emission Case Solution
Share This