Nissan pins hopes on eco-car

       Nissan Motor Thailand is aiming for a double-digit market share in Thailand within four years under a business plan dubbed Revolution 2012.
       The company outlined the strategy yesterday while also introducing images of the new eco-car that it will begin making in Thailand next year, becoming the first carmaker to produce the widely anticipated small vehicles.
       The business plan resembles parent Nissan Motor Corporation's plan in 2008 called GT 2012, which stressed a commitment to quality leadership, zeroemission vehicle leadership and 5% revenue growth on average over five years.
       The five-year strategy was shelved when the global recession hit.
       But Nissan's Thai unit initiated its own strategy with full support from its parent company, said Nissan Motor Thailand president Toru Hasegawa.
       Nissan will launch at least one new vehicle every year until 2012, including the eco-car in March 2010. Nissan expects to be the first of six car companies that pledged to build an eco-cars in Thailand to complete the project.
       The plan also called for Nissan to increase vehicle production from 63,000 units in 2008 to 200,000 in 2012.
       Mr Hasegawa said the plan was based on the successful launch of the eco-car,improvement of management, product and sales/service quality, and implementation of the Nissan Way mindset for employees as a foundation for change in the corporate culture.
       Nissan has invested 5.05 billion baht in tooling, in-house vehicle production and parts imports for the eco-car.
       At least 30,000 units will be built next year, one-third for domestic sales and the reminder for the export market.
       He declined to provide a model name or retail price but insisted the price would be reasonable and affordable.
       The eco-car hatchback will be powered by a 1.3-litre gasoline engine and will be compatible with E20 fuel gasohol.
       The project will make Nissan's Thai operation an export hub, taking advan-tage of cost competitiveness through localisation and economies of scale.
       With its plan to raise its Thai market share to at least 10% in 2012 and with sales proportions set for the domestic and overseas markets, Mr Hasegawa is confident of selling 100,000 units by the fifth year of eco-car production as required by the Board of Investment.
       "The plan has started to show steady progress, with market share growing to 5.7% in fiscal year 2009 to date versus 5% last year. The new Teana introduced in March has led the way," he added.
       Hasegawa: Eco-cars to help market share
       Nissan's eco-car, due for a March launch,will have a 1.3-litre engine and can use E20 gasohol.