LONDON: Nissan, which this year became the fourth-largest automobile maker in the world following its alliance with Renault, has created a single department to manage communications across Europe and to support a massive marketing push.
LONDON: Nissan, which this year became the fourth-largest
automobile maker in the world following its alliance with Renault, has
created a single department to manage communications across Europe and
to support a massive marketing push.
UK corporate affairs head Daniel Ward has been promoted to run the
department in the new role of communications director for Nissan Europe.
The changes were implemented by new company president Sir Ian Gibson,
who has made communications a major priority during the early months of
Gibson also wants to develop the Nissan brand and re-emphasize employee
communications as the company prepares to launch 12 new models in the
The eight-strong regional communications department at the company’s
headquarters in Amsterdam previously reported to vice president of
corporate strategy Sage Mihara. In the wake of the reshuffling, Mihara’s
responsibilities no longer include PR.
Nissan’s Amsterdam headquarters will have a more extensive PR
coordination role than in the past. While all European countries will
continue to control their own PR operations, they will now be
coordinated from Amsterdam.
The communications department’s original product and corporate affairs
responsibilities have been extended to cover relations with staff,
governments, national sales companies and suppliers. Employee and
supplier relations were previously based out of Nissan’s Spain and UK
outposts, where the firm manufactures vehicles.
’The communication to all of these audiences has been brought under one
person to make it better and more consistent,’ said Ward, who will
divide his time between London and Amsterdam.
In March, Renault paid nearly dollars 5.2 billion for a 37% stake in
Nissan, and the two companies expect to start sharing car technology
soon. Combined, the two produce 4.8 million vehicles a year. The biggest
manufacturer, General Motors, produces 7.7 million.