In 1999, Nissan told its suppliers that they had to reduce prices if they wanted to keep the car manufacturer’s business. Since then Nissan has achieved a turnaround, achieving its 20 per cent cost cutting target a year earlier than planned. Despite this, Nissan has asked suppliers for a further 15 per cent cost cut and some have reacted angrily, pointing out that Nissan made a record net profit of $3.2 billion last year.