New Moon Project (New Moon) is a new idea put forward by Nissan after the arrest of its former president, Carlos Carlos Ghosn, in 2018.
Nissan hopes that, like the new moon, it will set out again in the face of upheaval in the industry, braving the darkness.
After a series of equity changes, Nissan and Renault finally established a more equal relationship, but today, Nissan has not taken on a new look like the new moon.
In recent years, the management of the company has been caught in a thick fog of products and strategy, and the newborn moon is still shrouded in the dark clouds of sales and profitability.
Where on earth is the optimal solution of the New Moon Project? Now marriage and integration have become a new way to survive in the storm.
Nissan and Honda are currently engaged in merger-related negotiations to integrate their resources in response to competition from auto companies such as Tesla and China’s BYD, the Nippon Keizai Shimbun reported Monday.
It is reported that the two sides are considering setting up a holding company and bringing two enterprises into their operations.
In the future, Mitsubishi Motors is also likely to be included in this holding company, which means that after the merger, the annual sales of the three companies will reach 8 million vehicles, making it the third largest automobile group in the world.
It is obvious that this bold plan of Japanese car companies has been forced by the external environment.
When discussing the merger of Honda and Nissan, the Japanese industry even cited the forward-looking case of “innovator’s dilemma” by Clayton M.
Christensen, a management guru.
Over the years, the rise of electric / smart cars has proved to be destructive for some traditional carmakers.
The Nippon Keizai Shimbun summed up the above-mentioned “destructive existence” as automakers represented by China’s BYD and the US Tesla, while the latest actions of Nissan and Honda, it is also interpreted as a realistic choice to “surpass Tesla and BYD”.
It was only the Japanese camp that quickly cut the mess, and the disruption of Taiwan’s Hon Hai, the parent company of Foxconn.
All these are brewing the automobile industry of Japan and Japan.
In the future, Toyota + Suzuki + Mazda + Subaru and Nissan + Honda + Mitsubishi will be formed.
Everything is ready and waiting for the east wind what is the possibility of a merger? First, the sincerity of the enterprise.
After the news came out President Toshihiro Mitsuba of Honda told the Japanese media that the company and Nissan were discussing various possibilities including operational integration.
Moreover, from top to bottom, he personally thinks that the merger is possible, but no decision has been made yet.
Second, support at the government level.
Japanese Chief Cabinet Secretary Lin Fangzheng said that he would not comment on the operation of individual enterprises for the time being.
However, the external environment has changed greatly around the competition in the automobile industry, such as electrification, and he is personally looking forward to the efforts of Japanese enterprises to win in the international competition.
In fact, the Japanese government supports this round of integration of Nissan and Honda, and the government behind this round of internal integration of the Japanese camp will not have a blocking effect.
In an interview with the Japanese media on the morning of the 18th, Minister of economy, Trade and Industry Rongji Muto said that Honda and Nissan are discussing business integration, which is a positive move and that the merger of Mitsubishi Motors will not be ruled out in the future.
Japan will be the third largest group in the world.
However, the Japanese industry is “sober”.
In response to the much-discussed “world’s third largest automobile group”, the Nippon Keizai Shimbun wrote directly that the size of 8 million vehicles is not a reassurance of victory, but a “ticket” to a new era.
“Stellantis Group, which integrates a number of auto companies, such as Peugeot Citroen and Fiat Chrysler, has a cumulative total of 14 brands and global sales of more than 6 million vehicles.
But this year has been in the doldrums.
This shows that piecing together does not create real competitiveness.
” Even the Japanese themselves know that patchwork does not represent real strength.
Taking into account the current industry environment, as well as the operating fundamentals of the two enterprises, “tie the knot” is not necessarily a good thing to celebrate.
Third, everything has been laid.
In March this year, Honda and Nissan signed a memorandum of cooperation on joint procurement of new energy vehicles, sharing battery and motor technology and software, and discussed cooperation in the production of core components in the new four modernizations era.
In August, the two sides will continue to deepen their areas of cooperation, including the standardization of on-board computer operating systems and the sharing of key components such as motors and inverters.
It is worth mentioning that at this stage, Mitsubishi also said that it will participate in the follow-up.
In the future, there will be only two “Japanese car companies”.
In today’s automobile industry, the general trend of the world will be divided for a long time.
It’s just that this kind of “cooperation”, judging from the cases in recent years, is not a warm reunion of human feelings, but a merger, devour, or a newspaper group forced to the edge of a cliff to keep warm after a bloody expropriation.
In the second half of winning the Automotive Industry, McKinsey pointed out that in the environment of slowing growth, we have found that the performance polarization is becoming more and more serious among both local and multinational car companies.
The profitability of the industry has entered a downward channel, while the investment demand for the new four modernizations of cars continues to rise.
From Marchionne and Li Shufu’s previous prediction that “there are only 5-10 car companies left in the world / China in the future” to after the collapse of Ji Yue, people are still happy to discuss “how many new energy car companies can survive.
” are repeatedly emphasizing the fact that the merger and reorganization of the automobile industry will continue to move forward, and under the polarized Matthew effect, the strong will grow stronger with many scars.
The weak will be irrevocably sunk into the nine abyss.
The internal integration of Japanese enterprises has always been traceable.
Whether Toyota Nissan did not have fierce price competition in the 1960s, or Mitsubishi / Mitsubishi / Sumitomo / Fuji / Mitsubishi / Sumitomo / Sanhe / Quanyin “six consortia”, it is a tradition for Japanese enterprises to reduce internal friction and stick together to help each other.
now that there is a serious volume in the automobile industry, Japanese car companies are gradually using marriage as a common method.
From Toyota’s hand-in-hand with Daihatsu, Hino, Isuzu, Fuji heavy Industries and Suzuki, to Toyota’s marriage with Mazda, Toyota’s previous series of technical cooperation has also revealed a current trend in Japanese automobile manufacturing.
, inBefore Honda and Nissan officially announced their merger, “there are only three Japanese car companies in the future” is an exaggerated description, but the three major Japanese car industry alliances have already loomed in the past.
Toyota-Daihatsu-Hino-Isuzu-Fuji heavy Industry-Suzuki-Mazda, Renault-Nissan-Mitsubishi-Volga, and Honda, which has a strong relationship with GM.
From the survival of the group at that time to the success of marriage today, the road for Japanese car companies to hold hands has gradually become clear.
Once Honda and Nissan join hands at the capital level, and Mitsubishi continues to follow, then the Japanese car companies will really have only Toyota + Suzuki + Mazda + Subaru and Nissan + Honda + Mitsubishi.
Last month a Nissan executive revealed that the company is looking for new investors and there are only 12-14 months left for Nissan to support.
At a time when Volkswagen in Europe is worried about layoffs and strikes, Stellantis sacked Tang Weishi because of declining performance, and North American General Motors cut its self-driving taxi business for cash flow, the global reshuffle has brought several Japanese car companies to the card table.
At the 2024 semi-annual results conference, Nissan president Chengcheng Neida spoke bluntly that Nissan’s challenge is that the market is changing rapidly, while the company plans to be too cautious in product, technology, sales and other dimensions.
Nissan lags behind at this stage.
And the old system of the Ghosn era was a drag.
The problem with Nissan’s old system is the fundamental problem that Nissan has been trying to solve over the past few years.
One of the reasons for its continued poor performance is that its management culture has not changed since GE, top-down bureaucracy, and management processes such as “waiting for instructions” are still deep-rooted and unable to cope with drastic changes in the industry.
The root cause of the disease is the need for “bone scraping”.
For example, Volkswagen has been carrying out system reform, the “decentralization / decentralization system” is a direction to change the malpractices of family-owned enterprises, because the rise and fall story of Volkswagen Godfather Pi ë ch is repeated again and again in the head of Volkswagen.
The full control of group management leads to multiple leaders, bloated organizations and complex businesses, poor response, poor communication up and down, and many problems are hidden and unsolved.
The same is true for Nissan.
As long as the root cause of the problem is not solved, it is a very realistic topic that how 1 / 1 is greater than 2 after the merger of the two enterprises.
What’s more, Honda now faces many challenges.
More importantly Japanese companies themselves know that their primary enemies of internal huddling are Tesla from the North American camp and BYD from the Chinese camp.
In the past year, the Nippon Keizai Shimbun, in conjunction with Japanese industry bodies, dismantled a number of Chinese electric cars in an attempt to find out why Chinese car companies are ahead in the field of intelligence and electrification.
On the day that Honda and Nissan were bombed to negotiate a merger, their front-page pictures even directly used BYD’s logo–,.
“cheap made in China and poor product quality are a thing of the past.
” Now many areas of technology than Japan, Nissan and Honda jointly built 8 million clubs, the primary goal is to surpass BYD.
” Once the market share of Japanese cars in Thailand was as high as 90% but in recent years with more than 20 Chinese brands such as BYD entering the market the market share of Japanese car companies has fallen to 76% in two years.
It can be seen that the deeper binding between Nissan and Mitsubishi and Honda is a key leap and last resort for Japanese car companies in the big wave of transformation of the new four modernizations.
The merger is also driven directly or indirectly by the influence of other companies or individuals, such as Hon Hai in Taiwan.
It is reported that Foxconn parent company Hon Hai took a fancy to poorly managed Nissan and tried to acquire a majority stake in it.
Auto Commune will continue to report on the stories of Hon Hai, Nissan and Honda.
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