Datsun will not return to Australia
Nissan has been preparing the Datsun brand for years and has already developed models…
CEO Carlos Ghosn laid out a strategy to target the revamped brand in developing countries, where the biggest growth in affordable car sales is expected.
The offerings will be tailored to each market, including price and engine size, and target the growing market of new car buyers in countries such as India, Indonesia and Russia, where Datsun will be introduced from 2014, he said.
The executives gave several details, including the features of the Datsun models they had in development. Corporate Vice President Vincent Kobey said the new Datsuns will be entry-level vehicles in every country, aimed at "up-and-coming" successful people who "are optimistic about the future."
He said two models will go on sale within the first year in three countries, and an expanded lineup of models will be offered within three years.
Nissan Motor Co is facing stiff competition from competitors, including other Japanese players such as Toyota Motor Corp and Honda Motor Co, which are eyeing emerging markets including China, Mexico and Brazil. In recent years, growth has stalled in more established markets such as Japan, the US and Europe.
Ghosn announced Tuesday in Indonesia that Datsun will be back, three decades after the brand that helped define not only Nissan, but the Japanese auto industry in the US as well as Japan, was forgotten. According to Nissan, the name is synonymous with affordable and reliable small cars.
Datsun debuted in Japan in 1932 and appeared in American showrooms over 50 years ago. It was discontinued worldwide starting in 1981 to consolidate the lineup under the Nissan brand. Nissan also produces luxury Infiniti models.
Tsuyoshi Mochimaru, automotive analyst at Mitsubishi UFJ Morgan Stanley Securities, said the Datsun name helps differentiate cheaper, emerging-market-targeted models from other Nissan models.
“Emerging markets are where there is growth, but cheaper cars will be sold where profit margins will be lower,” he said. "By separating the brand, you don't damage the value of the Nissan brand."
According to Nissan, the new blue Datsun logo was inspired by the old one. Ghosn said Nissan has been preparing the Datsun brand for years and is already developing models. He was confident that Nissan was not far behind the competition.
“Datsun is part of the company's heritage,” said Ghosn. "Datsun is a good name."
