Nissan confirms Datsun brand revival to further penetrate emerging markets

Article by Anita Panait, on March 20, 2012

Nissan Motor Co. will resurrect its Datsun brand to increase its sales in India, Indonesia and Russia, according to chief executive Carlos Ghosn. To revive Datsun, Nissan will have to invest $400 million in Indonesia over the next two years, double its hiring by 2014 and triple its dealerships in the country to 90,000. Nissan will revive the Datsun brand for cars and trucks starting in 2014 for emerging markets, according to the company.

Regarding on what to expect of the cars in Datsun brand, Ghosn said that the brand will offer green, affordable vehicles with small displacement, high local content.

Nissan gave birth to the Datsun brand in Japan in 1932. A few decades after, the Datsun brand was rolled out in US showrooms, playing a major role in building Nissan’s business in North America. Nissan killed the Datsun brand in 1981 to give way to the unification of its model lineup worldwide under the Nissan brand. Nissan currently markets the luxury Infiniti brand.

Nissan’s current strategy is to penetrate quickly into emerging markets like India and Brazil. The Japanese carmaker has an existing partnership with Ashok Leyland Ltd. in India and is planning to build another factory in Brazil, where it aims to triple its market share by 2016.

Nissan and Renault SA, which Ghosn also heads, are close to signing an agreement with shareholders of AvtoVAZ to increase the alliance stake in the Russian automaker. Nissan’s latest decision to revive Datsun coincides with the return of other heritage nameplates, like 86, or "Hachi-roku" sports car of Toyota, Dodge Dart compact car of Chrysler, and the 500 minicar of Fiat.

Topics: nissan, datsun

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