Nissan’s Electric Vehicle Strategy in 2011: Leading the Way Toward Zero-Emission Harvard Case Solution & Analysis

This case details the strategic decisions that went into Nissan's development of the LEAF, the very first mass- produced all-electric car. The Alliance was assembling capacity for 500,000 zero-emission vehicles in Japan, United States and Europe. the The case covers the inception and start of the LEAF; Nissan's marketing strategy for the car; the building of charging stations; and Nissan's electric car strategy in the context of the Renault-Nissan Alliance. Additionally, it discusses the challenges resulting from the high cost of electric vehicle batteries, along with the benefits of Nissan's joint venture with Japanese battery manufacturer NEC.

Nissan created a separate business called 4R Energy Corporation to manage battery reuse and recycling. The case also provides a summary of the electric automobile business and also the different economic, psychological and political forces that could either improve or impede the success of the electric car. It discusses Nissan's competitors, including: General Motors, which came out with its plug-in hybrid vehicle the Volt at the exact same time the LEAF was started; Tesla; China-based BYD; and the upcoming electric cars promised by Ford, Volkswagen and Toyota.

PUBLICATION DATE: June 16, 2011 PRODUCT #: SM189-HCB-ENG

This is just an excerpt. This case is about STRATEGY & EXECUTION

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