Renault-Nissan Alliance: Success by Integration
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Case Code: BSTR422 Case Length: 14 Pages Period: 2000-2012 Pub Date: 2013 Teaching Note: Not Available |
Price: Rs.400 Organization: Renault, Nissan Industry: Automotive Countries: Europe; Japan; Global Themes: Implementation, Integration, Strategic Alliances, Globalization |
Abstract Case Intro 1 Case Intro 2 Excerpts
About Nissan
Nissan's origins date back to 1911, when Masujiro Hashimoto set up The Kwaishinsha Motor Car Works in Japan. After assuming different forms, the company was rechristened Nissan Motor Co. Ltd., when Nihon Sangyo Co. Ltd. acquired a 100% stake in June 1934.
Nissan's first factory was based in Yokohama city, Kanagawa Prefecture. The first automobile models, called "Datsun," were launched in the early 1930s. In 1937, Nissan introduced the Model 70, a passenger car model; the Model 80, a truck; and the Model 90, a bus.
During the Second World War, Nissan was forced to stop production of passenger cars and trucks. Production resumed in 1945, when the first post-war car rolled off the production line. The late 1940s witnessed the launch of several new models, such as the Model DA, Model DB, Model 290, etc.
In 1952, Nissan entered into a technological cooperation agreement with UK-based Austin Motor Co. Ltd. In 1959, the company established its first overseas factory in Taiwan.
In 1960, Nissan set up base in the US. The following year, Nissan Mexicana, SA de CV was established in Mexico. In the 1960s, several new models such as the Datsun Bluebird, Gloria, Silvia, President, Laurel, Skyline, Cedric, Echo, Sunny, etc., were launched. In 1969, cumulative exports touched the 1 million mark.
In 1972, the cumulative domestic production of vehicles breached the 10 million mark. And by 1977, cumulative production had surpassed 20 million units.5 In 1979, the Nissan Design International, Inc. was established in the US. During this period, Nissan launched models such as the Cabstar, Civilian, Cherry FII, and Caravan...
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