Three years ago, people celebrated the arrival of a heroic era. The representative Carlos Ghosn gave an exclamation mark to the global automotive community. Three years later, people sighed with a historic ending, and the auto giants reorganized again, representing the representative Carlos. Ghosn, this time he is a question mark.
From Nissan
According to the biased opinions formed by the Nissan Yokohama shareholders' meeting, the famous Renault Nissan dual CEO Carlos Ghosn in the auto industry may be fired by Nissan. Nissan’s annual report shows that due to weak sales in Japan and the United States, net profit of the company’s consolidated results for the March 2007 period (April 1, 2006 to March 31, 2007) declined for the first time in seven years. Many shareholders questioned Carlos Ghosn and even demanded that they "draw resignations."
Ghosn has grievances in his heart, and he treacherously admitted: "If you can not contribute to the company had to leave." But he quickly told the media: "I will not resign now. Although Nissan had to admit our Failed, but what we need to do is analyze failures and react quickly. In addition to short-term goals, we have long-term goals. I hope to continue as president and commit to operational reform.†In fact, Nissan has been A series of measures were taken, including the replacement of top management personnel and the reduction of 1,150 employees.
heroic figure
In 2004, Carlos Ghosn from Reynolds took over Nissan. He inherited the spirit of the two famous reformers of the last century—Ecoca and Super Lopez—strengthly reduced costs and leanly simplified the platform. On a relatively small number of platforms, new products that meet the needs of the market will be launched faster. Ghosn’s revival plan was very successful in the early days. A company that almost made the Japanese desperate was brought back to life, and the story of Suzuki and Fujitsu sold to the Americans did not repeat itself.
Japanese people treat Ghosn as if they were big names, and people have even suggested that a radical change in Japanese companies requires a change in the system of internal management of managers. Nissan's employees began to feel proud. In the past, they always ridiculed Toyota as a company in the country. Ghosn’s arrival allowed them to regain confidence. Nissan represented the most advanced production methods and management models, and Toyota only selected their own people.
From Tokyo Detroit to Frankfurt, Nissan and INFINITY new cars are the most, which is the upward growth. In 2004, Nissan and Renault created new records with the lowest bicycle costs and highest cycling profit rates respectively. Heroes have created history.
The nemesis is coming
But no one saw the nemesis come. Nissan's performance changed almost overnight. Who is this nemesis?
When we regard the cultivation of corporate culture as a growth process, it actually indicates that this culture will inevitably come to a day when reform is needed. Nissan’s strong tolerance is not what Toyota does, but it is not necessarily a good choice to stack with Renault.
As a company with 90% of state-owned assets, Renault has always been a conservative old man isolated from the outside world. Nissan is also a nobility in Japanese companies that cannot be integrated with lean production. Let the awkward partner of the elderly and aristocrats come to this day, and the value output of the advantages of the two sides has reached the highest peak. The Renault-Nissan dual-brand compact car platform sold more than 2 million vehicles in 2006 and became the world's top 10 platform model sales champion.
However, traditional corporate culture has too many stories and old customs, and its powerful repulsive force is not something that a manager can solve. In 2005, when Nissan was forced to stop a factory because of steel prices, internal opposition began to spread. In Ghosn’s view, this accusation is extremely unfair, because Toyota was forced to stop several factories in the same period because of floods. People think that it is force majeure and give sympathy to Toyota President Zhang Fujifu. Is it the CEO’s personal responsibility to suspend the production of the global car industry now? Ghosn finally understood that there is always a force behind him that controls the situation. Like the end of the kite line, it is pinched in the hands of others and allowed him to go straight to the Qingyun, and he can also be put to hell.
Gorner crisis
Of course, the current market changes also exceed Ghosn's control. Industry experts believe that Ghosn has done its best under the premise of a decline in global auto sales. No one can exceed him.
At present, Japanese auto sales are basically saturated. The annual output of one of Toyota’s largest factories is only 50,000, and Nissan’s market share on the island has not changed much in decades. In the US market, INFINITY is selling well, but Nissan’s car is far inferior to Honda and Toyota. In Europe, all companies are bad, and Toyota has already opened three factories in Europe. Both Hyundai and Mitsubishi are squeezing in, making the space even smaller.
Only China, Ghosn devoted great hopes. In 2005, with Nissan’s comprehensive cooperation, Nissan paid a total of several billion US dollars. This investment is of great value. Not only is the Chinese government affirming it, their colleagues also believe that Ghosn To the best original stocks. Since then, Tian Hao has created a miracle, followed by Tiida and Tiida. Nissan has achieved sales of 4,000 to 5,000 vehicles per domestically produced car in the first month of its listing.
However, with the market growth, Nissan's competitors are also increasing, Toyota Camry and General Motors Excelle, Honda Fit quickly overtook Nissan. At the same time, Ghosn’s hard-line attitude also displeased the East. After 2004, Ghosn did not arrange an interview with a Chinese reporter. In the previous interview, he responded for the first time to the accusations of “China’s contribution to zeroâ€. "We only have a Dongfeng partner. How much is Dongfeng? At least it is disproportionate." When the outside world's accusations against Ghosn increased, he felt that he was wronged. He was enthusiastic about the Chinese market, and he came from the Chinese market. The return is not proportional.
According to the latest news, within one month, Dongfeng Nissan will launch the largest new product since it was put into operation, and the target is a new generation of Scorpio. However, even if the new Tian Hao can defeat Camry, even if the Dongfeng Nissan models can once again squeeze into the top three segments, it is too late, Ghosn era will end.
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