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Questions and Answers
What was the main aim of the Horizon Task Force when it was formed?
What was the main aim of the Horizon Task Force when it was formed?
- To compete directly with U.S. luxury brands
- To expand Nissan's presence in European markets
- To create a new performance luxury brand (correct)
- To rebrand existing Nissan vehicles as luxury models
What approach did the Horizon Task Force decide against in their project?
What approach did the Horizon Task Force decide against in their project?
- Simply re-badging existing vehicles (correct)
- Embracing innovative marketing strategies
- Focusing on advanced technology
- Creating an expansive vision for luxury
When was the Horizon Task Force established?
When was the Horizon Task Force established?
- 1995
- 1980
- 1985 (correct)
- 1990
What challenge did the Horizon Task Force face when entering the market?
What challenge did the Horizon Task Force face when entering the market?
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Which of the following was NOT a focus for the Horizon Task Force?
Which of the following was NOT a focus for the Horizon Task Force?
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Study Notes
The Horizon Task Force
- Established in 1985 as part of Nissan's initiative to develop a performance luxury brand.
- Operated under a veil of secrecy, signaling the importance and ambition of the project.
- Differentiated from previous strategies by avoiding simple re-badging of existing models, instead aiming for a completely original luxury vehicle concept.
- Envisioned a comprehensive luxury brand experience, emphasizing the entire purchase and ownership process, not just the product itself.
- Entered a competitive market dominated by established luxury brands in the U.S. and Europe, presenting significant challenges and risks.
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