In the midst of a crisis, can Nissan repeat the “miraculous comeback” of 1999?
After posting a loss of €4 billion for 2024, the Japanese car manufacturer is attempting to revive its business by downsizing. Despite its relatively healthy cash flow, the road ahead appears fraught with pitfalls, warns the Japanese press.
In a global auto industry marked by the transition to electric vehicles and the increase in customs duties decided by Donald Trump, the future of Nissan does not seem very promising. Last May, the management of the Japanese manufacturer, which recorded a colossal loss of 670 billion yen (4 billion euros) for the year 2024, announced the layoffs of a total of 20,000 people and the closure of seven of its 17 factories, reported the Japanese news site Toyo Keizai at the time .
Furthermore, the proposed merger with Honda, which was supposed to allow the company to better position itself in the trade war, has fizzled out. The days of the late 2010s seem a distant memory, when, under the leadership of Franco-Lebanese-Brazilian Carlos Ghosn, the brand, through its alliance with Mitsubishi and Renault, reigned supreme in global car production.
In this context, The Japanese business daily Nihon Keizai Shimbun published an article titled: “Is Nissan capable of reviving itself?” In fact, the manufacturer is not experiencing its first existential crisis. In its history, it has already gone through five: “I don’t know of any other brand that is so unstable,” comments
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