Word: yoshida
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Dates: during 2000-2009
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...Tatsuo Yoshida, senior analyst at UBS Securities Japan, says, "Nissan is very shrewd leveraging politicians and political power." Nowadays, many local and regional politicians jump at the chance to be perceived as sensitive to environmental concerns and so are eager to partner with Nissan. "They want an EV-assembly site or a battery-assembly site as an icon," says Yoshida. "So the motivation of the politicians and the motivation of Nissan matches. It's very clever." (Watch TIME's video about charging your electric car for 60 cents...
...Nissan plans to build 50,000 EVs at its Oppama plant in its first full year of production. The company anticipates sales of 200,000 in 2012, when the car will be sold globally. Richter says 200,000 is a conservative goal. But Yoshida argues that it's far from certain drivers will switch. "There's still a big question mark [regarding sales] because of consumer perception caused by the limitation of driving range...
...expensive - the i-MiEV costs $47,500 - and the market will take years to reach the level of hybrid sales. "For five to 10 years, EVs will be for city commuters, used in a limited area, while the hybrid is a pure alternative to the conventional vehicle," says Tatsuo Yoshida, senior analyst at UBS Securities Japan. "There needs to be a breakthrough to the battery technology so that the EV becomes a viable alternative to existing vehicles." (See the 50 worst cars of all time...
...third year, took on the theme of "Found Muji" and invited designers worldwide to submit ideas that adapt existing products to fit a different lifestyle. Last year's winners included a customizable towel and a stackable clothes hanger. "We're still a fairly new team," says Masayuki Yoshida, World Muji product manager, who is responsible for coordinating with outside designers. New and young: the average age of a category manager is 30. But the concept of "no mark, quality goods," which is nearly as old, remains central. "What is foremost in the designers' thinking is how to get a reaction...
...Additional steps are expected. But Toyota's options are dwindling, says Yoshida. The company in October tried to stimulate U.S. sales by offering 0% financing, a tactic Detroit can no longer afford. But frightened, cash-strapped consumers didn't bite. Japanese car companies are also shifting their focus to India and China, but even though those markets are still growing, they remain relatively small, and their contribution to profits isn't significant enough to offset the decline in North America. Says Yoshida: "The water that has spilled out of the bucket cannot be caught by a small single glass...