Strategy Business: Renault-Nissan’s Journey to Affordable Cars

In 1997, Louis Schweitzer, then CEO of French carmaker Renault, had just returned from a trip to Russia where, much to his dismay, he had discovered that the Lada (a locally made, boxy car priced at US$6,000) was selling like hotcakes while Renault’s fancier cars (priced at $12,000 or more) had few takers. Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business and Enterprise and Director of the Centre for India & Global Business at Cambridge Judge Business School…

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