Nissan's five-year business plan

I usually find auto industry insider news boring as all get out. But I'm constantly fascinated by the moves of Nissan under the direction of the charismatic Carlos Ghosn.

In case you've never heard of Ghosn (rhymes with "bone"), he's been in charge of Nissan since 1999, and is widely credited with turning the company around. Ghosn was born in Brazil to Lebanese parents, and worked his way up the ladder at Michelin before moving over to Renault in the mid-1990s. He was instrumental in the Renault/Nissan takeover, and currently reigns over both companies.

Ghosn has been the subject of several books, including Turnaround : How Carlos Ghosn Rescued Nissan by David Magee, and The Ghosn Factor: 24 Inspiring Lessons from Carlos Ghosn, the Most Successful Transnational CEO by Miguel Rivas-Micoud, as well as a graphic novel series in Japan. He's a brand name executive in the mold of Lee Iacocca -- a guy who really provides direction for a big company.

So, when Nissan makes an announcement, I pay attention. The plan, called "Nissan GT 2012," consists of three commitments: 1. Quality Leadership; 2. Zero-emission vehicle leadership; and 3. Five percent revenue growth on average over five years. According to a Nissan press release, Ghosn said that "There's a balance to be sought between the potential growth in world markets and the demand for a cleaner planet. We are convinced that the mass availability of affordable zero-emission vehicles is the most significant breakthrough our industry could deliver, and, together with Renault, Nissan intends to be the breakthrough leader."

If Ghosn follows his history, expect big things from Nissan over the next half-decade -- and expect other manufacturers to follow Ghosn.

Photo © Jason Fogelson