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Nissan is ramping up for the revival of its Datsun brand, which will hit the spotlight this year with its first product introductions.
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.
GALLERY: 2014 Datsun Logo
Japanese automaker Nissan is readying a revival of its Datsun nameplate, but it won’t be making its presence known in America. Instead, the Datsun brand will be used for Nissan’s entry-level models in emerging markets like India, Indonesia, and Russia.
According to reports, the revival could come as soon as 2014 and the Datsun-branded models will also be produced in those emerging markets. The price range for these vehicles will simply be affordable and economical, with a range of around 500,000-yen or $6,200. Nissan is hoping to sell around 300,000 Datsun vehicles annually.
The Datsun name brand started to get phased out in 1986 in America, as the newly renamed Nissan started to emerge. The automaker wants to separate these cheaper, lower-end models from their Nissan brand in order to not dilute the prestige it has established over the years. The same strategy is used by other manufacturers, such as Volkswagen with their SEAT and Skoda names.
[Source: The Detroit Bureau]