Inside Nissan’s Crisis — How Did It Get This Bad?

What happened to Nissan? Once one of the world’s largest and most influential automakers, Nissan is now fighting through one of the most difficult periods in its modern history. In 2017, Nissan sold nearly 5.8 million vehicles worldwide. Today, sales are dramatically lower, profits have been squeezed, factories are being consolidated, thousands of jobs are being cut, and the company is trying to rebuild itself through its massive Re:Nissan turnaround plan. So how did a company that gave us the GT-R, Z, Patrol, LEAF and some of Japan’s most recognizable cars end up here? In this documentary, we break down the decisions and challenges that pushed Nissan into crisis — including its dependence on discounts and volume, an aging product lineup, its failure to capitalize on the hybrid boom in North America, the collapse of its position in China, excess manufacturing capacity, the fallout from the Carlos Ghosn era, tensions with Renault, and the failed merger discussions with Honda. We also look at Nissan’s attempt to fight back. From e-POWER hybrids and new EVs to factory closures, cost reductions and a new CEO, Nissan is betting that becoming smaller, faster and more profitable can save the company. But cost cutting alone won't rebuild Nissan. Is Nissan at the beginning of one of the automotive industry's great comeback stories — or are these changes simply buying the company more time? 👇 Tell me what you think in the comments. If you enjoy documentary-style stories about the business decisions, financial gambles and corporate battles behind the automotive industry, subscribe to Driven by Capital. There are many more stories coming about the decisions that built — and sometimes broke — the world's biggest car companies. Subscribe and join us for the next story. #Nissan #AutomotiveHistory #CarIndustry #DrivenByCapital