Nissan is cutting 9000 jobs, along with 20% of its production capacity. Additionally, Nissan CEO, Makoto Uchida, is taking a voluntary 50% pay cut. This is a severe situation for Nissan. But it’s not unique only to Nissan, as it seems nearly every week there’s another legacy carmaker in a self-induced detrimental situation.
In Nissan’s case (and in most of these cases)…
The heart left the brand along time ago. And – the Altima became the modern symbol (and stigma) of Nissan. Nissan quit making cars for people who wanted cars, and they made appliances for consumers who needed transportation. And now – Kia AND all these up-&-coming Chinese car brands can BOTH make a better ‘Altima’ than Nissan.
Without passion driving & defining the Nissan brand…
There’s nothing separating Nissan from any other appliance on 4 wheels. To Nissan’s credit, they are making notable efforts with the Pro-4X and Rock Creek models… and of course the Z. But Nissan needs to make it count. Amp-up the Pro-4X and Rock Creek trims. Meaning – market them! And overcome the obstacles of the Z… push inventory & control your damn dealerships.
The root of the problem is…
Carmakers have been leaving soul & sensation out of their DNA for so long now, that consumers aren’t looking for it anymore. Today’s car commercials don’t advertise the thrill, spirit, and independence of driving. Rather, they advertise incompetence… like the inability to park or reverse your own car. It’s pathetic. Legacy carmakers have helped create an environment where drivers don’t want to drive anymore. Unfortunately – this was the bed Nissan helped make. And now they have to find a way to sleep in it (likely as the little spoon to China)… or fix it. PS: There is no word at this time on what regions will get hit with the job cuts.
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