Shift into Global Gear
Through strategic management and vision, Nissan has become one of the world's
biggest competitors to America's Big Three automakers. It made its mark over
decades by focusing on its corporate slogan "Shift_". This does not refer to gears
and auto transmissions but to a philosophy. To Nissan, "Shift_" means the ability to
change, react, push boundaries and be nimble in a very complex international
market.
Nissan's history began in 1918 with a car named DAT -- which subsequently
morphed to the more familiar Datsun. Ten years later Yoshisuke Aikawa founded
Nippon Industries, a holding company. On the Tokyo stock market his holding
company was abbreviated as NISSAN. In 1931 Mr. Aikawa bought a controlling
interest in DAT and merged
...more
Shift into Global Gear
Through strategic management and vision, Nissan has become one of the world's
biggest competitors to America's Big Three automakers. It made its mark over
decades by focusing on its corporate slogan "Shift_". This does not refer to gears
and auto transmissions but to a philosophy. To Nissan, "Shift_" means the ability to
change, react, push boundaries and be nimble in a very complex international
market.
Nissan's history began in 1918 with a car named DAT -- which subsequently
morphed to the more familiar Datsun. Ten years later Yoshisuke Aikawa founded
Nippon Industries, a holding company. On the Tokyo stock market his holding
company was abbreviated as NISSAN. In 1931 Mr. Aikawa bought a controlling
interest in DAT and merged his other interests to create what we know today as
Nissan Motors. Many of the cars from these early years are popular with die cast car
collectors.
He brought American William R. Gorham on board to help build his vision for the
new car manufacturing company. Mr. Aikawa had been to Detroit in 1908 and left
brimming with ideas. Mr. Gorham helped bring American technology and know-how
to the venture. Nissans were based on U.S. engine and car designs, refined and
tailored to the Nissan vision.
In the 1950s, Nissan took another look at foreign markets, including America's. The
company made plans for major expansion. The biggest boon to Nissan was the
1973 oil crisis. Suddenly, there was a worldwide market for smaller, more fuel
efficient cars. In America, with its love of big automobiles, this was particularly true
and Nissan was welcomed with open arms and gas caps.
Riding on the wave of success, Nissan dressed up their economical cars in sporty
designs, making them even more appealing. In 1993, Nissan formed an alliance with
Ford and produced the Mercury Villager and Nissan Quest -- the latter remains one
of America's favorite minivans. At the same time, Nissan offered the luxurious
Infinity to the U.S. market.
But, Nissan was experiencing internal and financial strife. The company that grew
fast and furiously needed a new management strategy to survive. An alliance was
formed with Renault in which both companies own near-equal shares of each other.
Under the new leadership of Brazilian-born Carlos Ghosn, Nissan's star is again on
the rise as is admiration for the "outsider" who took the reins and returned the
company to success.
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