Descriptive analysis of Nissan's electric vehicle commercialization strategies

Abstract

Purpose -The aim of this study is to identify and describe the factors associated with Nissan Company's electric vehicle (EV) development. In addition, Nissan's different commercialization strategies toward EV and HEV development will be discussed. Design/methodology/approach -This study uses a descriptive case study approach to provide a deep understanding of successful or failed projects of Nissan. In this term, the company's green car development between 1996 and 2012 will be analyzed. Based on the market presence, Nissan's electric vehicle production trend is divided into two different generations with different characteristics. The gap between these two generations has a structural effect on the current state of Nissan's EV development. Findings -One key factor behind Nissan's success and lead in the current electric vehicle market is the long-term experience with specific type of market structure, which has nurtured the company with a strong green vehicle development capability. The study shows that the electric vehicles market gap acted as a catalyst for later Nissan's successful cases. Also, the authors demonstrate how the dramatic shifts in Nissan strategies helped the company to revitalize its leadership as an electric car guru. Originality/value -This study provides a better insight into the importance of early stage commercialization strategies in the re-born market of ecofriendly vehicles.

An Extensive Critique on Electric Vehicle Components and Charging Systems

“…Nissan initialized the research and development of battery storage based on lithium-ion battery technology. However, Nissan released the first lithium-ion battery-based EV by the name Prairie Joy EV [27]. Besides, Nissan developed another EV named Altera, which is driven by the permanent magnet synchronous motor drive.…”

Electrifying the Market: How Traditional Automakers Are Cultivating Electric Brand Identities

“…Electric vehicles have grown in popularity over the past decade (Morgan, 2020), fueled in part by aggressive marketing employed by EV-only manufacturers such as Tesla Inc (Hardman, 2015), advancements in battery technology, governmental environmental initiatives (Morgan, 2020), and shifting consumer demand (Dehkordi et al, 2013). Moreover, EVs have drastically different qualities when compared with their internal combustion engine (ICE) counterparts, both in concept and in functionality (Gärling & Thøgersen, 2001).…”