Strategic Direction

Purpose – The purpose of this paper is to look at the car making industry who are among the major victims of the recent economic crisis, and discuss the option of developing countries in which emerging markets could be utilised. This paper aims to investigate some of the rich-country car makers who have handled opportunities in emerging nations.

Design/methodology/approach – The paper offers a summary of some of these best practices and provides case examples of successful applications.

Findings – The paper finds that car manufactures, need to tackle the “green issue” as well as targeting emerging economies. Ultimately, cars will have to change and as Carlos Ghosn, head of the Renault-Nissan alliance, puts it, we will have to move quickly to produce zero-emission vehicles or destroy the planet. As things stand, emerging markets provide the car industry with a long way to run. Whether the risks that will bring can be handled is a separate issue.

Originality/value – The article discusses an impressively exhaustive examination of the way the emerging economies are keeping the car industry afloat, while not shying away from the environmental issues.