This case in detail the strategic decisions that went into the development of Nissan leaf, the first production all-electric car. Carlos Ghosn, president and CEO of the Alliance Renault-Nissan, made a $ 5 billion bet that electric cars would be the wave of the future. Alliance building capacity to 500,000 zero-emission vehicles in Japan, the United States and Europe. The case covers the creation and launch of the sheet; marketing strategy for Nissan vehicles, construction of charging stations and electric cars Nissan strategy of the Alliance Renault-Nissan. It also addresses the problems caused by the high cost of battery vehicles, as well as the advantages of a joint venture with Japan's Nissan battery manufacturer NEC. Battery for reuse and recycling, Nissan created a separate company called 4R Energy Corporation. The case also provides an overview of the electric car industry and various economic, psychological and political forces that can either advance or hinder the success of the electric car. It examines competitors Nissan, including: General Motors, which came with its Volt hybrid cars at the same time LEAF was launched; Tesla, a China-based BYD, and the upcoming electric cars promised Ford, Volkswagen and Toyota. "Hide
by Robert A. Burgelman, Debra Shifrin Source: Stanford Graduate School of Business 44 pages. Publication Date: June 16, 2011. Prod. #: SM189-PDF-ENG
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