Part 5/9:
Amid these challenges, Ghosn forewarned about the auto industry's evolving landscape, where increasing R&D costs and market pressures would favor larger consolidations. Despite foreseeing these challenges, Nissan pursued ambitious sales targets often through questionable tactics—like deep discounts and saturated sales to rental fleets—that tarnished brand value.
As market preferences shifted away from sedans, Nissan struggled to introduce competitive models, leading to product stagnation. Upcoming vehicles like the Nissan Titan and Leaf had great potential, yet execution fell short, allowing competitors to seize the initiative.