Nissan Motor Company, Ltd.: Do You Speak Micra? campaign
Mark LaneOVERVIEW
In the late 1990s, after nearly a decade of declining sales, Japan's Nissan Motor Company, Ltd., flirted with bankruptcy. The 1999 arrival of Carlos Ghosn as Nissan's CEO, however, marked the beginning of one of the automotive industry's most striking turnarounds. Within a few years Ghosn moved Nissan out of debt and into a new era of profitability, thanks to dramatic cost-cutting measures and a renewed emphasis on innovation in car design. The European automotive market remained a tough one for Japanese brands, but Nissan was counting on...