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‘The power comes from inside’… Precisely this motto has been a guiding light for Nissan throughout its violent and rather successful history. What made the company one of the most recognizable brands in the world? Let’s unravel the mystery!
Nissan’s key business philosophy is based on diversity. The team believes that people of different genders, nationalities, ages, social strata, cultural & religious preferences as well as uncommon geography deserve equal rights in terms of the access towards the best moving solutions. With this idea in mind, the manufacturer shows respect to diversity and takes commitments in satisfying any arising need of any customer.
It was not earlier than 1933 that Nissan Motor Company started out its business. Nonetheless, its origins go back to 1911 when Masujiro Hashimoto launched the Kwaishinsha Motor Car Works. The company’s first creation was DAT. The following twenty years were noted by renaming, merging with other works and expanding the line of cars from passenger vehicles to trucks.
The name ‘Nissan’ takes roots from the holding company Nihon Sangyo, founded in 1928 by Yoshisuke Aikawa. The holding consisted of Tobata Casting and Hitachi. The first plant of the manufacturer was built in 1935 (Yokohama, Japan); the works designed engines, airplanes and trucks primarily for military purposes. The further development was marked by the agreement with Austin Sevens on the usage of licensing patents and the cooperation with U.S. Army (construction of military vehicles).
During 1950s, Nissan made a breakthrough in the international arena. Thus, Datsun small car line headed to Australia and the USA, where the company created a subsidiary, called Nissan Motor Corporation USA. To meet the rising demand, it expanded its abroad facilities by building factories in New Zealand, Mexico, Taiwan, Australia, and South Africa.
In 1966 the company signed a merger contract with Prince Motor Company, giving the rise to upmarket cars and the promotion of Skyline & Gloria brands. In early 1980s a new plant in Greece started out; it produced Datsun pick-up trucks, Cherry and Sunny lines. Some years later Nissan launched a factory in the UK, creating there a subsidiary, called Nissan Motor Manufacturing (UK) Ltd. At the turn of millennium, the manufacturer’s operations expanded to Brazil and India.
Historic Alliance with Renault
The 1999 was a determinant year for Nissan as it signed a historic alliance with Renault S.A. (France). This was a merger of two car manufacturing cultures, resulted in worldwide expansion, boosting sales, and increasing profits. Currently, the Renault-Nissan B.V. is equally owned by both companies, with 43.4% shares of Nissan belonging to Renault and 15% of Renault shares belonging to Nissan.
In late 2012 the alliance entered into a joint venture with Russian Technologies; thus, Renault-Nissan became a long-term shareholder of AvtoVAZ – Russia’s largest car manufacturing company. The joint venture brought the other boost in sales, i.e. in 2013 the alliance’s total sales reached 8.266.098; therefrom, 5.102.979 items were sold under Nissan brand, 2.628.208 items – under Renault brand, and 534.911 items – under Avtovaz brand. Taking into consideration such prosperous sales results, Renault-Nissan Alliance became the fourth largest automaker in the world.
The list of successful cases of cooperation includes Dongfeng Motor Corporation (profile: trucks, buses, light commercial vehicles), Daimler AG (profile: architecture for fuel-efficient and gasoline engines), Ashok Leyland of India (profile: commercial vehicles), Mitsubishi Motors (profile: mini cars).
Nissan boasts the expansion of its facilities far from its home country (with about 13 plants within Japan). Therefore, it has operations in China, Thailand, Malaysia, India, Vietnam, Indonesia, Philippines, Mexico, Spain, Russia, USA, Egypt, Kenya, Morocco, Brazil, Australia, and UK.
Nowadays Nissan produces the cars under different brands, which include: Nissan itself, Datsun, the most successful brand that was relaunched in 2013, Infinity, and NISMO (Nissan Motorsport International Limited).
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