Datsun made its debut in the U.S. all the way back in 1958, and lasted almost 25 years in North America before it was phased out. Today, Nissan CEO Carlos Ghosn has confirmed that Datsun will live, and carry Nissan’s products into new and emerging markets such as Indonesia, Russia and India.
Indonesia will see an investment of $400 million from Nissan in an attempt to double the labor work force and triple the amount of dealers already selling cars there. “The priority (for Nissan Motors in Indonesia) is for the Indonesian market,” Carlos Ghosn said, “If there is any room for more capacity it will be located for the domestic (market) rather than for exports, although cost is competitive.”
In other parts of the world, Nissan is relying on partnerships with domestically established companies to help them move Datsun product. In India, a partnership with Ashok Leyland Ltd is already established and the joint venture is designing a small city car which they hope to sell by 2014. Nissan also has ties with French company Renault SA, and together they are looking to make a deal with Russian based AvtoVAZ, the maker of Lada automobiles in Russia to help aid in Datsun’s re-emergence into the Russian automotive world.
The revival of Datsun is necessary for Nissan to be able to have separate branding and marketing strategies, with Nissan cars as a little more expensive and upscale, and Datsun as a low cost option for the common man. Nissan CEO Ghosn says about Datsun, “It’s a green car, affordable car, small displacement, high local content, It’s going to be a generous car.”
Funny how old becomes new again, with the Dodge Dart, Dodge Barracuda Fiat 500, Toyota 86 and Dodge Challenger as just a few nameplates which have been dug up from the past and revived as modern day iterations of the classics they share a name with. Now, Datsun can join the list as the newest revival in the auto industry.
See the new Datsun Logo in the gallery below.