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Ghosn's legacy: one of the auto industry's most effective execs

"Bob Lutz ... estimated that carrying out the Nissan operation would be the equivalent, for Renault, of putting $5 billion in a container ship and sinking it in the middle of the ocean." So wrote Carlos Ghosn in "SHIFT: Inside Nissan's Historic Revival," which was published in the U.S. in late 2004. Two points about that observation: It is in keeping with Lutz's "Often wrong but never in doubt." It shows that Ghosn is a remarkable executive, given that he was able to take Nissan from the edge of financial oblivion to one of the foremost automotive companies (although with alliance partners Renault and, more recently, Mitsubishi). In 1999, Ghosn created what was named the "Nissan Revival Plan." It could have just as well been called the "Nissan Resuscitation Plan." Things were that bad. Now Ghosn is in the midst of legal trouble, accused of financial improprieties of some sort. There is no indication that this is at anything near the scale of what happened at Volkswagen Group. There's malfeasance. And then there's malfeasance. It is likely that this is going to be the end of Ghosn's career, but at age 64, and as a man who has spent nearly the past quarter-century essentially on airplanes, it is probably a good time to leave the stage. What his next act will be — to court or even prison — is an open question. But arguably, Ghosn's performance in the transformation of Nissan and Renault, which also needed some strong medicine to keep it from collapse in the early '00s (although one suspects that the French government would have done its damnedest to keep it propped up), makes him one of the all-time most-notable executives in the auto industry. Ghosn closed plants in both France and Japan and he worked to dismantle the Nissan keiretsu network of interlocked companies, things that were absolutely unthinkable. He established plans with stretch goals in their titles, like the "20 Billion Franc Cost-Reduction Plan," and worked with his people to achieve them, despite the pushback that seemed to come along with the announcement of the plan. As in, as he recalled in SHIFT, "Some people said, 'He's off the deep end. He's raving mad. Doesn't he know that at Renault you set the most conservative goals possible so you can be certain to reach them?' My answer to that sort of thinking was 'You're going to get what you ask for. If you set the bar too low, you'll be a low-level performance.

Nissan, Kia spending big to promote EVs, Chevy stays conservative on Volt

With 22 months of record Leaf sales under its zero-emission belt, Nissan has started two big ad campaigns for the battery-powered Leaf. On TV, there's the Kick Gas campaign (it's a popular name) and on social media, Nissan is promoting the EV as the "world's cleanest car" (it's a paint thing). We don't know how much the paint prank is costing, but we do have some estimated numbers for the TV ads. Nissan has spent over $30 million on TV advertising for the Leaf in 2014. According to iSpot, which tracks these sorts of things, Nissan spent over $30 million promoting the Leaf on TV in 2014. "Through November of this year," iSpot CEO Sean Muller wrote to AutoblogGreen, "Nissan spent more then $400 million in TV advertising for its traditional fuel fleet, and $22 million for the rechargeable Leaf. It has since dedicated an additional $9 million on it its new Kick Gas campaign, which started airing November 3, shortly after news of the electronic sales slump broke." iSpot says that Kick Gas aired predominately on NBC, CBS and Fox. The result of those airings can be seen in the charts below, but the takeaway point is that viewers of college football, Gladiator and The Rachel Maddow Show were the most engaged by the ad. Nissan has said the ad is working and that it helped increase Leaf sales in November. How is Chevrolet promoting the Volt? Not nearly as aggressively as Nissan is with the Leaf. Muller said iSpot estimates that GM spent just $2 million over the past couple of years to sell the plug-in hybrid on TV, despite offering 62 different Volt ads online. Then there's new entry into the mix, the Kia Soul EV. iSpot figures Kia has spent about $15 million on TV airings of that odd sexified hamster spot. That's a lot of money for a car that just went on sale here in October, let alone one that isn't available in most states. We've asked Chevy, Kia and Nissan for comment on the iSpot numbers but have not yet heard back. You can watch ads for all three vehicles below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Details on Nissan's Kick Gas:

Here's how Nissan is quietly getting ready for Leaf 2.0 [UPDATE]

The Nissan Leaf had its best sales month of the year in May, selling 2,104 units. By July that number had come down nearly 50 percent to 1,074 units, and Hybrid Cars reports that Leaf production is on an even steeper decline as the company prepares to roll out the updated 2016 Leaf. In April, Nissan built 2,575 EVs, in May that dropped to 1,569, in June it was just 504. That has pushed the number of Leafs in dealer inventories to a 2015 low of 62 days worth of sales. The trend gave the Chevrolet Volt the upper hand in July sales for the first time in almost two years, even though the Chevy's annual performance is also down for the year. The likely culprits in both cases are customers waiting on the 2016 models to arrive, along with expiring tax credits, a fleet of expired-lease vehicles rolling back onto the market, and declining gas prices. As for the much-rehashed expectations, a Leaf with at least 20 miles more range and perhaps up to 35 miles more range is what customers are anticipating in the fall. Either one of those would be a significant number that justifies not buying right now, and orders for the coming hatchback are being taken in some states. The new Leaf will also get a more conventional style and might also come in a small CUV version. We've asked Nissan for a comment on the declining production numbers, but have not yet heard back. We'll update the post if we get a response. UPDATE: Nissan's Paige Presley told AutoblogGreen, "While I can't comment on future products, I can tell you that we are managing production in line with vehicle demand in the market. With higher sales of Altima and ramping up of Maxima, we have shifted Smyrna's production toward those models. (Additionally, the Smyrna Vehicle Assembly Plant was on its annual summer shutdown for two weeks in June.) The Nissan LEAF continues to be the global leader in EV sales, and we expect EV sales to continue to rise over time with increasing emission regulations, low operating costs, reduced dependence on foreign energy sources, environmental concerns and fulfilling driving experience." Related Video: Featured Gallery 2015 Nissan Leaf View 12 Photos News Source: Hybrid Cars Green Plants/Manufacturing Nissan Car Buying Hatchback Electric