TBWA Worldwide to be Datsun brand’s global agency of record

Article by Christian A., on February 6, 2013

Nissan Motor Co., Ltd. has chosen TBWA Worldwide to be the Datsun brand’s global agency of record. Nissan announced in March 2012 that the Datsun brand will make a comeback and will be offering modern, dependable and accessible products that will target customers in high-growth markets. Nissan said that Datsun vehicles are equipped with modern technology to ensure that the customers receive an engaging driving experience.

Sales are expected to start in India, Indonesia and Russia in 2014. As Datsun is about to launch the first new vehicles, the selection of its global agency is considered a vital step. "Datsun," a Japanese brand, was marketed globally starting with the early years of Nissan to its quick expansion in the early 1970s and until its globalization in the 1980s.

Throughout the decades, customers desired the Datsun models’ contemporary styling, modern engineering, durability and reliability. In 1981, the Datsun brand was phased out. At this point, the Nissan name was used as the company had a global expansion.

According to Vincent Cobee, corporate vice president and global head of the Datsun Business Unit, the company is relying on the Datsun brand to make its presence known to customers in high-growth markets who want “attractive styling, an accessible price and - above all - an engaging driving experience."

He revealed that picking the Datsun name was an obvious choice since the Datsun brand is regarded to be a very much cherished brand. He also said that there’s an authentic connection between today’s Datsun and that of yesterday.

Cobee added that as there are few choices available to customers in high-growth markets, they are confident that the new Datsun will hold a similar appeal to the present generation as those in the 1930s, 40s and 50s who sought top-quality and durable vehicles.

In January, we reported that new low-cost Datsun cars will be underpinned by the new Lada Kalina platform, as disclosed by Nissan executive vice president Colin Dodge during an interviewed with Automotive News Europe. According to Dodge, new Datsun cars will sit on a modular platform with shared elements such as braking and fuel systems as well as steering mechanicals.

Dodge remarked that Datsuns would be visually different from the Russian subcompact, adding that the upper body and interior would be very different, making them unrecognizable as a Lada. Since January 1, Dodge turned over responsibility for Africa, Middle East, India and the European region to Trevor Mann.

Nissan is depending on Datsun to lead its expansion into emerging markets. Cobee said that Daysun would launch two models in the first year while the third is set to arrive in 2015.

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Topics: datsun

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