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Nissan recovery to focus on U.S., Japan, China markets

Nissan will pull back from Europe and elsewhere to focus on the United States, China and Japan under a plan that represents a new strategic direction for the embattled carmaker, people with direct knowledge of the plan told Reuters. The "operational performance plan" is due to be announced on May 28 and goes beyond fixing problems from ousted leader Carlos Ghosn's aggressive expansion drive, the people said. The company's struggles predate the current global economic shutdown. Nissan's 2019 sales slumped severely.  Nissan was already planning to implement what was described as a "do or die" plan in January, before the global coronavirus pandemic froze automotive production and sales worldwide.  Pursuit of market share, particularly in the United States, led to steep discounting and a cheapened brand. Under the new, three-year plan — reported here for the first time — Nissan aims to restore dealer ties and refresh lineups to regain pricing power and profitability, the people told Reuters. "This is not just a cost-cutting plan. We're rationalizing operations, reprioritizing and refocusing our business to plant seeds for the future," one of the people said. The plan also aims to cut competition and expand cooperation with alliance partners, the people said. Nissan will follow Mitsubishi in plug-in electric hybrid vehicle technology, with the smaller peer taking the lead in Asian markets outside China and Japan. France's Renault will likely focus on electrical vehicle technologies and Europe. Nissan and Mitsubishi declined to comment. Renault did not immediately respond to a request for comment. The plan, led mainly by Chief Operating Officer Ashwani Gupta rather than Nissan's low-key chief executive, Makoto Uchida, is aimed at freeing resources to invest in products and technology for the United States, China and Japan, the people said. "The net effect is even though we reduce our R&D spend this year versus last year and make other savings, we pump those freed-up resources back into core markets and core products," said one of the people, who declined to be identified as they were not authorized to speak with media on the matter. The plan is likely to take up to two weeks to be finalized, with sales and earnings targets complicated by the anticipated long-term impact on auto sales of government measures worldwide taken to stop the coronavirus outbreak, the people said.

1992 Infiniti Q45 with under 9,000 miles is a window into the glory days of Japan, Inc.

The 1980s saw Japanese auto boom in the U.S., while at home the "Bubble Economy" of the latter half of the decade swelled corporate coffers. The heady atmosphere lead first Honda, then Toyota and Nissan, to launch luxury divisions, aimed primarily at the U.S. market. Nissan formed a secret task force in 1985 to create Infiniti, and the brand launched (simultaneously with Lexus) at the 1989 Detroit Auto Show. The Infiniti Q45 was the brand's flagship and displayed a distinctly Japanese take on the luxury sedan. Whereas the Lexus LS400 was like the world's most perfect Cadillac — all silence and smoothness — the more driver-oriented Q45 was something akin to an Asian Jaguar. The Zen-like styling eschewed luxury car cliches such as interior wood trim and a fancy chrome grille. Instead, the nose of the Q45 was adorned with a stylized badge that was suggestive of a samurai shield. When Lexus stormed out of the gate and left Infiniti far behind, Nissan's luxury division began to dial back the iconoclasm and tack toward conventionality. All of which makes this early, 1992-model Q45 a rare and intriguing machine. It's all the more representative of Infiniti's early days because of its ultra-low mileage: just 8,800 miles are on the clock. Up for sale right now on the auction website Cars & Bids, this Q45 reportedly had just one owner up until last year. It features a leather interior, power seats, a sunroof and a trunk-mounted 10-disc CD changer. Under the hood is a DOHC 4.5-liter V8 that's good for 278 horsepower and pairs with a four-speed automatic transmission to drive the rear wheels. Of note is the factory case that houses the original titanium keys. At this writing, bidding for this rarely seen Japanese luxury sedan stands at $11,000 with two days left to go in the auction. That seems a small sum for such a well-preserved totem of the Japanese auto industry's master-of-the-universe period. Related Video:

Infiniti gets boiled down to four P's: Performance, passion, precision, provocation

So then we asked, "Well, what does that mean?"
We met Andreas Sigl, the global director of Infiniti's Formula One involvement (that's him above on the right), at the US Grand Prix in Austin last year, and our questions to him were aimed at understanding what Infiniti was doing and where it intended to go. In spite of regard for its products and increased sales, few outside - and even inside - Infiniti seemed to have a clear idea of what the brand stood for.