Nissan launched the game changing Big, Bold, Beautiful Nissan Magnite in India, three years ago in December 2020during the challenging times of Covid-19 pandemic, making a turnaround for Nissan India. Nissan Magnite, with its innovative value proposition, became an instant customer favourite with 32,800 customer bookings in the first month of launch. It broke boundaries by attracting customers from the SUV, sedan, and hatchback segments and won multiple awards from auto journalists and media farternity.
The phenomenal success story of the launch and the strategy behind it is now highlighted in a case study documented by the Indian Institute of Management Ahmedabad (IIMA).
The case study, titled ‘Launching the Magnite in Times of the Pandemic: Nissan’s Resurgence in India,’ was developed by Professor Amit Karna, Professor of Strategy at IIMA and his Research Associate Bushra Kureshi. It covers the entire journey of Nissan India from planning to execution, highlighting the key challenges and opportunities, innovations to overcome the obstacles faced during the pandemic on the launch of Nissan Magnite. It also outline show Nissan India leveraged its innovative Nissan NEXT strategy to turnaround its position on the resurgence in the highly competitive Indian auto market.
Rakesh Srivastava, Managing Director of Nissan Motor India, said, “We are proud that the success story of the game changer Big, Bold, Beautiful Nissan Magnite has been spotlighted by IIMA, one of the best B-schools in the world. This case study will provide valuable strategic insights to future leaders into problem solving real-world business challenges and best practices on execution. We hope that this case study will inspire to overcome challenges by embracing change and innovation especially in uncertain times. Nissan Magnite led the resurgence of Nissan in the highly competitive Indian auto market enhancing the commitment on investment in India.”
Professor Amit Karna, co-author of the case study, said, “The case on Nissan’s launch of Magnite in India underscores our commitment to actively seek and engage with organisations to document compelling real-life situations that offer students valuable insights into navigating through dynamic business landscapes. The story of the launch of Nissan Magnite, achieved under challenging circumstances, presents a fascinating scenario for management students to analyse and learn from it. At IIMA, we are dedicated to fostering such collaborations that not only enrich the learning experiences of our students
but also significantly contribute to the collective knowledge in the field of strategic management.”