Delivering quality that meets the high expectations of our customers is the foundation of Nissan's production philosophy.
Nissan studies quality from the customer's perspective, and we define it in three ways. First is the type of quality that our customers have come to rely on and expect — the inherent expectation of a smooth driving experience with complete peace of mind. The second kind of quality is the innate, intangible appeal of a product—its power to captivate and excite. The third is sales and service quality, measured by the level of satisfaction our customers express. The quality that customers have come to expect from Nissan is the most fundamental of the three. Because a car is an expensive purchase for the majority of consumers, even the most appealing vehicle will fail in the market if it has obvious defects. Some of the biggest concerns consumers have are the vehicle's safety, comfort, reliability and durability. For example, if a high-performance compact car is radically reduced in size to enhance performance, it may no longer be safe for long-distance driving, making it a less attractive option.
In addition to the inherent quality customers naturally expect, they seek a car with features that capture their attention and imagination. The level of attentiveness and service during the sales process—and long after the sale is completed—is the crucial third element. Together, these elements are what Nissan's concept of quality is all about.
How Nissan Defines Quality
Quality that customers can easily perceive
Nissan places great emphasis on delivering the level of quality our customers have come to expect, no matter where they live or drive our vehicles.
Here is an example of what we mean. In Country A, a certain model is popular and considered trouble-free. However, some customers in Country B are concerned about a noise they hear as they drive — noise that could stem from a design fault or mechanical malfunction.
There are many reasons this issue might arise in Country B. For example, people there might regularly drive at high speeds through the desert, or their sense of hearing may be particularly acute. The environment, road conditions, culture and the driver's senses are all influencing factors. The standard of quality that customers expect can and does differ by region. We believe, however, that Nissan owners are entitled to a rewarding motoring experience no matter where they drive. As a global automaker, Nissan continually strives to deliver a high standard of quality that customers everywhere can clearly perceive and appreciate.
Nissan's policy: Satisfy every customer, everywhere
Japanese consumers are said to be among the world's most discerning and demanding. The Japanese eye for detail and single-minded sense of purpose, in fact, have had a great deal to do with the rise of Japan's auto industry and its reputation for reliability.
Nissan's customers in Japan have honed us as well. The relentless emphasis on quality has been deeply ingrained into our production culture. A great deal of effort is needed to further elevate the standard of such quality, of course. To ensure that we satisfy the needs of all our customers, Nissan has developed the Nissan Product Quality Policy (NPQP).
