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Submitted by sasanka on May 5, 2008
Category: Business
Words: 382 | Pages: 2
Views: 52
Popularity Rank: 110,695
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One of the most celebrated joint ventures is NUMMI (New United Motor
Manufacturing, Inc.), a joint venture between General Motors and Toyota. It seems
surprising that the two largest competitors would even think of joining forces. GM is the
number one manufacturer in the United States as well as in the world. Toyota, on the
other hand, is number one in Japan and number two worldwide. NUMMI is a fifty-fifty
joint venture with the board of directors split equally between the two companies. Initially,
the venture was to manufacture the Toyota-designed subcompact, and the name chosen for
the car was Nova. The total number of vehicles assembled at NUMMI in 2002 was 369,856:
Toyota Tacoma (164,550), Toyota Corolla (137,642), Pontiac Vibe (59,556), Toyota Voltz
(8,108). What are the benefits each partner can expect to derive from the NUMMI joint
venture? Do you foresee any problems?
One benefit of this GM-Toyota is that it substantially reduces the amount of resources in
terms of money and personnel which each partner must contribute. The $300 million joint
venture saves GM a great deal of time and money in finding a new car to replace its aging
Chevette. Designing and tooling a new car can take three years or more and may cost $1.5
billion. The joint venture cut the time requirement in half and cost GM only one-tenth the cost
of what it would have taken if GM did it alone. GM also would learn the Japanese methods of
managing and manufacturing. In addition, GM could use Toyota's quality reputation and low
prices to attract entry-level buyers who previously shopped for only imports. This was important
because GM's overpriced J cars did not perform well against imports.
For Toyota, the joint venture also offers a number of benefits. The company wanted to
find out whether it could build cars in the United States with the same...
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