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Case
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Reference no. 119-0061-1
Authors:
Ed Tew (University of Winchester)
Published in:
2019
Revision date:
10-Jul-2019
Length:
12 pages
Data source:
Published sources

Abstract

The Nissan LEAF is a hatchback electric car and it was introduced in Japan and the United States in December 2010, followed by various European countries and Canada in 2011. The latest 2016 Nissan LEAF comes with the 30 KWh battery is 172 km (107 miles) on a full battery charge, while the range with the smaller 24 kWh battery is 135 km (84 miles), the same as the 2014/15 model year. More than 300,000 Leafs have been sold worldwide through January 2018, making the Leaf the world's all-time best-selling highway-capable electric car in history. As of December 2017, the United States is the world's largest Leaf market with almost 114,827 sold, followed by Japan with almost 72,500 units, and Europe with almost 68,000. However, this sales figures were not that satisfactory since then and Nissan LEAF faces many challenges especially from rivals’ competition such as Tesla and BMW. This case is to understand Nissan LEAF strategic position in UK and Europe and how it can maintain its glory as the best electric car in the world.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Topics

Strategic management accounting; Business strategy and management; Management accounting concepts

Setting

The events covered by this item took place in 2016-2018.

Geographical setting

Region:
Europe
Country:
United Kingdom

Featured company

Company name:
Nissan
Type:
Public company

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