{"id":1183,"date":"2015-09-25T05:14:30","date_gmt":"2015-09-25T05:14:30","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&p=1183"},"modified":"2024-05-13T20:12:54","modified_gmt":"2024-05-13T20:12:54","slug":"reading-product-development-example","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/reading-product-development-example\/","title":{"raw":"Reading: Product Development Example","rendered":"Reading: Product Development Example"},"content":{"raw":"

Nissan Motors<\/h2>\r\n

Product development: create\u00a0new products that can be sold in existing markets<\/h3>\r\n\"Showroom<\/a>\r\n\r\nNissan was the first major automaker to commit\u00a0to the mass production of an electric vehicle (EV). In 2008, it made good on its promise with the\u00a0launch of the Nissan Leaf. Industry\u00a0analysts immediately recognized the significance of this major move. The Economist<\/em> had this to say:\r\n
Within the industry, the adjective most often used to describe Mr. Ghosn\u2019s plan to make the Renault-Nissan alliance the first big manufacturer of zero-emission vehicles is \u201cbold\u201d\u2014in other words, somewhere between very risky and certifiably mad.[footnote]Mr Ghosn bets the company. The Economist<\/em>, October 17, 2009. http:\/\/www.economist.com\/node\/14678942<\/a>[\/footnote]<\/blockquote>\r\nIn 2011,\u00a0industry watchers reported the following:\r\n
When announced in 2008, Nissan\u2019s EV [electric vehicle] program was lauded by environmentalists and derided by the auto industry in equal measure. Nearly three years on . . . it has precipitated a seismic shift towards EVs in the auto industry, with all the other automakers now following suit. But will Nissan\u2019s heavy EV investment program deliver the environmental benefits and market share that it hopes for? It is too early to tell, but it is undeniably exciting.[footnote]http:\/\/www.thecrowd.me\/sites\/default\/files\/NissanCaseStudy.pdf<\/a>[\/footnote]<\/blockquote>\r\nEight years after the Nissan Leaf was introduced, it's fair to say that the company's gamble paid off. Nissan saw\u00a0two unmet needs in the market\u00a0that\u00a0it sought to address. It recognized\u00a0that the zero-emissions Leaf\u00a0would\u00a0appeal to the environmentally minded consumer concerned about climate change. With oil prices on the rise, Nissan saw that their\u00a0electric vehicle would also appeal to the cost-conscious consumer who wants to save on\u00a0fuel expenses.\r\n\r\nToday, the Nissan Leaf is the world's top-selling, highway-legal, plug-in electric car, reaching\u00a0global sales of nearly\u00a0200,000 vehicles in September 2015.[footnote]Jeff Cobb (2015-09-16). \"One Million Global Plug-In Sales Milestone Reached.\" HybridCars.com. Retrieved 2015-09-16. Cumulative global sales totaled about 1,004,000 highway legal plug-in electric passenger cars and light-duty vehicles by mid-September 2015.[\/footnote] The company's product development strategy enabled it to move into\u00a0a leadership position among\u00a0EV manufacturers, while successfully fulfilling unmet needs in its existing markets.","rendered":"

Nissan Motors<\/h2>\n

Product development: create\u00a0new products that can be sold in existing markets<\/h3>\n

\"Showroom<\/a><\/p>\n

Nissan was the first major automaker to commit\u00a0to the mass production of an electric vehicle (EV). In 2008, it made good on its promise with the\u00a0launch of the Nissan Leaf. Industry\u00a0analysts immediately recognized the significance of this major move. The Economist<\/em> had this to say:<\/p>\n

Within the industry, the adjective most often used to describe Mr. Ghosn\u2019s plan to make the Renault-Nissan alliance the first big manufacturer of zero-emission vehicles is \u201cbold\u201d\u2014in other words, somewhere between very risky and certifiably mad.[1]<\/sup><\/a><\/p><\/blockquote>\n

In 2011,\u00a0industry watchers reported the following:<\/p>\n

When announced in 2008, Nissan\u2019s EV [electric vehicle] program was lauded by environmentalists and derided by the auto industry in equal measure. Nearly three years on . . . it has precipitated a seismic shift towards EVs in the auto industry, with all the other automakers now following suit. But will Nissan\u2019s heavy EV investment program deliver the environmental benefits and market share that it hopes for? It is too early to tell, but it is undeniably exciting.[2]<\/sup><\/a><\/p><\/blockquote>\n

Eight years after the Nissan Leaf was introduced, it’s fair to say that the company’s gamble paid off. Nissan saw\u00a0two unmet needs in the market\u00a0that\u00a0it sought to address. It recognized\u00a0that the zero-emissions Leaf\u00a0would\u00a0appeal to the environmentally minded consumer concerned about climate change. With oil prices on the rise, Nissan saw that their\u00a0electric vehicle would also appeal to the cost-conscious consumer who wants to save on\u00a0fuel expenses.<\/p>\n

Today, the Nissan Leaf is the world’s top-selling, highway-legal, plug-in electric car, reaching\u00a0global sales of nearly\u00a0200,000 vehicles in September 2015.[3]<\/sup><\/a> The company’s product development strategy enabled it to move into\u00a0a leadership position among\u00a0EV manufacturers, while successfully fulfilling unmet needs in its existing markets.<\/p>\n\n\t\t\t

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Candela Citations<\/h3>\n\t\t\t\t\t
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CC licensed content, Original<\/div>