Nissan
Nissan Motor Company is a Japanese multinational automotive manufacturer based in Yokohama, Japan. Nissan is in close alliance with Renault; they have the same chief executive officer, and they share technology and production sites. Nissan has joint ventures with other automakers around the world. Nissan sells cars under the Nissan, Datsun, and Infiniti brands. Nissan in 2012 was the sixth largest automaker after Toyota, General Motors, Volkswagen Group, Hyundai Motor Group, and Ford.
Kwaishinsha Motor Car Works, founded in 1911, was Nissan’s ancestor that produced its first car, the DAT, an acronym of investor family names. Its output was mostly trucks as there was virtually no consumer market for cars at the time. From 1923 to 1925, the company produced light cars and trucks under the name of Lila.
The name “Nissan” originated during the 1930s as a Tokyo stock market abbreviation for the holding company Nihon Sangyo, the famous Nissan “Zaibatsu” (combine) of Tobata Casting and Hitachi. At this time Nissan controlled foundries and auto parts businesses but did not enter automobile manufacturing until 1933.
In 1935, with construction of the Yokohama plant complete, the first car manufactured by integrated assembly rolled off the line. Nissan built trucks, airplanes, and engines for the Japanese military. Most of the machinery and processes came from the USA.
In 1967, Nissan introduced its new four-cylinder, overhead cam engine similar to Mercedes-Benz products but an entirely new design by Nissan. This engine powered the new Datsun 510 sedan, which gained worldwide respect. Then Nissan introduced the Datsun 240Z sports car, which used a six-cylinder version. The 240Z, an immediate success, lifted Nissan to world class status in the automobile market. By 1970, Nissan was one of the world’s leading automobile exporters.
Until 1983, Nissan automobiles in most overseas markets sold as Datsuns. Then the Datsun brand phased out and the Nissan brand in. All 1984 cars had both Datsun and Nissan branding, but 1985 cars dropped the Datsun name. In July 2013, Nissan announced a re-launch of Datsun as a brand for emerging markets. Since 1989, Nissan has sold its luxury models as Infinitis
Nissan, Toyota. and Honda began to build USA plants in the early ’80s. To overcome export tariffs and delivery costs to European customers, Nissan established a plant in the northeast of England for its skilled workforce and location near major ports. Completed in 1986 as a facility of Nissan Motor Manufacturing (UK) Ltd, it produces 400,000 vehicles per year as the most productive plant in Europe.
The Renault-Nissan Alliance of 1999 was the first between Japanese and French car manufacturers with distinct corporate cultures and brand identities. In June 2001, Carlos Ghosn became the chief executive officer of Nissan, in May 2009 of Renault. Renault holds 43.4 percent of Nissan shares, Nissan 15 percent of Renault shares. The alliance itself incorporated as Renault-Nissan BV in March 2002 under Dutch law owned equally by Renault and Nissan.
In December 2012, the Renault–Nissan BV formed a joint venture with Russian Technologies to become controlling shareholder of AvtoVAZ, Russia’s largest car company and maker of its best-selling brand, Lada. Carlos Ghosn became chairman of the AvtoVAZ board in June 2013. Renault–Nissan BV 2013 sales were Renault 2,628,208, Nissan 5,102,979, and Avtovaz 534,911: Total 8,266,098. Altogether, Renault–Nissan BV sells one in ten cars worldwide as the world’s fourth largest automaker.
