It formerly marketed vehicles under the "Datsun"
brand name and is one of the largest car manufacturers in the world. As
of 2011, the company's global headquarters is located in Nishi-ku, Yokohama. In 1999, Nissan entered a two way alliance with Renault S.A. of France,
which owns 43.4% of Nissan while Nissan holds 15% of Renault shares, as
of 2008. The current market share of Nissan, along with Honda and Toyota,
in American auto sales represent the largest of the automotive firms
based in Asia that have been increasingly encroaching on the
historically dominant US-based "Big Three" consisting of GM, Ford and Chrysler.
In its home market, Nissan is the third largest car manufacturer, with
Honda being second by a small margin of 2,000 units and Toyota in a very
dominant first. Along with its normal range of models, Nissan also
produces a range of luxury models branded as Infiniti.
The Nissan VQ engines, of V6 configuration, have been featured among World's 10 Best Engines for 14 straight years.
Nissan Motors founded in 1934
In 1934, Aikawa "separated the expanded automobile parts division of
Tobata Casting and incorporated it as a new subsidiary, which he named Nissan Motor (Nissan)". Nissan Motor Co., Ltd. (日産自動車 Nissan Jidōsha?).
The shareholders of the new company however were not enthusiastic about
the prospects of the automobile in Japan, so Aikawa bought out all the
Tobata Casting shareholders (using capital from Nippon Industries) in
June, 1934. At this time Nissan Motors effectively became owned by Nippon Sangyo and Hitachi.
Nissan built trucks, airplanes, and engines for the Japanese
military. The company's main plant was moved to China after land there
was captured by Japan. The plant made machinery for the Japanese war
effort until it was captured by American and Russian forces. From 1947
to 1948 the company was called Nissan Heavy Industries Corp.
CURRENTLY:
Under CEO Ghosn's "Nissan Revival Plan" (NRP), the company has rebounded
in what many leading economists consider to be one of the most
spectacular corporate turnarounds in history, catapulting Nissan to
record profits and a dramatic revitalization of both its Nissan and Infiniti
model line-ups. In 2001, the company initiated Nissan 180, capitalizing
on the success of the NRP. The targets set with 180 were an additional
sale of 1 million cars, achieving operating margins of 8%, and to have zero automotive debts. Ghosn has been recognized in Japan
for the company's turnaround in the midst of an ailing Japanese
economy. Ghosn and the Nissan turnaround were featured in Japanese manga and popular culture. His achievements in revitalizing Nissan were noted by Japanese Government, which awarded him the Japan Medal with Blue Ribbon in 2004.
