Nissan India successfully launched the Big, Bold, Beautiful Nissan Magnite in December 2020, marking a significant turnaround during the Covid-19 pandemic. Nissan Magnite, with its innovative value proposition,became an instant customer favouritewith 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 Indian Institute of Management Ahmedabad (IIMA) has documented the success story of Nissan Magnite’s launch, which reached the production milestone of 100,000th in 2023, highlighting the strategy behind its success. The case study, titled ‘Launching the Magnite in Times of the Pandemic: Nissan’s Resurgence in India,’ by Professor Amit Karna and Research Associate Bushra Kureshi, examines Nissan India’s journey from planning to execution, highlighting challenges, opportunities, and innovations faced during the pandemic.
It also highlights how Nissan India used its innovative Nissan NEXT strategy to regain its position in the competitive Indian auto market. Rakesh Srivastava, Managing Director of Nissan Motor India, said, “Nissan Magnite led the resurgence of Nissan in the highly competitive Indian auto market enhancing the commitment on investment in India.”
