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Business Case:
Nissan’s recovery - Ghosn as a solution?

Summary

Historical Background 3
Nissan’s Success 3
Nissan’s Breakdown 4
Situation in late 1990s 4
The Renault-Nissan Alliance 5
Carlos Ghosn: The Key Man of Success 6
Carlos Ghosn background 6
Carlos Ghosn personality 7
The Carlos Ghosn way of doing 7
How Carlos Ghosn saved Nissan 9
In 2005, Carlos Ghosn is both CEO of Nissan and Renault 10
Nissan today 10
Possible questions 12

Historical Background

Short term of Nihon Sangyo, meaning Japanese industry, Nissan is one of the biggest car company in Asia.
This huge group is the result of 2 joint ventures: the first in 1925 between the two Japanese car companies Kaishinsha (created in 1911) and Jitsuyo Jidosha (created in 1919) formed the company Jidosha Seizo; this latter joint Nihon Sangyo in 1934 to form Nissan Motor Co. Yoshisuke Aikawa was named the new company’s president.

The first Datsun car was launched in 1930, and became a brand in 1932. From 1934, Datsun name will be only used for exported cars, until 1983, when all cars got the unique name of Nissan. Little by little, it became a symbol of performance, technique and value all around the world.

From 1938 to 1947, during WWII, car production was stopped, and Nissan only produced trucks, airplanes, and engines for the Japanese military. Eleven years later (1958), the first Nissan-post-war car appears, and in the same year, they started exporting to US. In 1964, Nissan diversifies its activity with the first diesel motor car, thanks to equity interest in Minsei Diesel Motor Co acquired in 1950.

Nissan’s Success

Nissan had its strongest expansion in the 1970s, when the whole Japanese car industry spread. Its growth was particularly consequent with the launch of 240 Z model which became little by little the most sold sports car in the world, with 500 000 units sold within ten years.
By this time, the Japanese work methods that Nissan developed were completely