The case study documents the strategy behind the launch of the Nissan Magnite during the challenging times of the pandemic and Covid-19 lockdown. Nissan Magnite completed three years of success in the Indian market, crossing the production milestone of 100,000th in 2023
Nissan Magnite: A Turnaround in the Indian Market
Gurugram, December 6, 2023: Nissan unveiled the game-changing Big, Bold, and Beautiful Nissan Magnite in India three years ago in December 2020, amid the difficult days of the Covid-19 epidemic, resulting in a turnaround for Nissan India. Nissan Magnite, with its original value proposition, quickly became a consumer favorite, with 32,800 orders in the first month of sale.
It broke new ground by drawing buyers from the SUV, sedan, and hatchback sectors, and it received several honors from auto critics and the media fraternity.
IIMA Case Study: Unraveling the Success Strategy
The amazing success of the launch and the strategy behind it has now been recorded in a case study by the Indian Institute of Management Ahmedabad (IIMA).
The case study, titled 'Launching the Magnite in Times of Pandemic: Nissan's Resurgence in India,' was created by IIMA Professor Amit Karna and his Research Associate Bushra Kureshi. It highlights Nissan India's whole journey from planning to execution, highlighting the significant difficulties and possibilities, as well as innovations to overcome the barriers encountered throughout the pandemic on the introduction of Nissan Magnite.
It also describes how Nissan India used its revolutionary Nissan NEXT approach to achieve a revival in the extremely competitive Indian car industry.
"We are proud that the success story of the game changer Big, Bold, Beautiful Nissan Magnite has been highlighted by IIMA, one of the best B-schools in the world," said Rakesh Srivastava, Managing Director of Nissan Motor India.
This case study will educate future leaders with useful strategic insights into issue solving real-world company difficulties and best methods for implementation. We believe that this case study inspires people to overcome obstacles by welcoming change and innovation, especially in times of uncertainty. Nissan Magnite sparked Nissan's revival in the extremely competitive Indian vehicle industry, bolstering the company's commitment to reinvest in India."
Reflections on Success: Nissan's Commitment and Recognition
"The case on Nissan's launch of Magnite in India underscores our commitment to actively seek cooperation with organizations to document compelling actual-life scenarios that offer students invaluable knowledge into navigating through dynamic business landscapes," said co-author Professor Amit Karna.
The tale of Nissan Magnite's successful launch under difficult conditions provides an intriguing situation for management students to analyze and learn from. At IIMA, we are committed to promoting such relationships that not only improve our students' learning experiences but also add considerably to the collective understanding of the field of strategic management."
The Magnite Evolution: Variants and Customer Reception
In appreciation of its excellent worldwide contribution to Nissan, Nissan India received the worldwide Nissan President Award in 2020. Customers and journalists alike have praised the Nissan Magnite, a subcompact SUV, for its beautiful look, large cabins, and innovative amenities.
Nissan has launched two new Magnite variants: the Magnite EZ-Shift and the Magnite KURO Special Edition. Both of these variations provide a variety of perks that address the different demands of Indian clients, giving them an excellent value offering.
The Nissan Magnite, Nissan's best-selling vehicle, exemplifies Nissan's worldwide SUV DNA of unrelenting innovation, superior technology, and Japanese engineering perfection.
Nissan Magnite's Global Impact and Milestones
In keeping with Nissan Motor India's manufacturing philosophy of 'Make-In-India, Make for the World,' the Big, Bold, and Beautiful Nissan Magnite has reached a key milestone with the production rollout of its 100,000th unit.
The Magnite has recently been released in Seychelles, Bangladesh, Uganda, and Brunei, and has been exported to 15 global countries. Nissan India's principal export market has changed from Europe to Middle Eastern nations such as Saudi Arabia, the United Arab Emirates, Oman, Qatar, Bahrain, and Kuwait in recent years.