Thirty years ago, the Japanese car manufacturer Nissan had discarded the 'Datsun' brand and over a period of time, it became a phased out name in the global automobile industry. However, Nissan has now decided to revive the 'Datsun' brand with its five upcoming models. All these models will be low cost cars, manufactured especially for the emerging economies of the world.
Carlos Ghosn, the chief executive officer at Nissan Motor Co. Ltd., on his visit to Jakarta, told that Datsuns will go on sale in Indonesia, India as well as Russia, from the beginning of 2014. “It’s a green car, an affordable car, a small displacement, with high local content,” Ghosn added. The Japanese manufacturer has not yet decided about the Datsun-branded cars' manufacturing units. However, a spokesman said that the production of these cars will probably take place in Asia. Nissan's low cost brand will launch the five low-cost cars by the year 2015.
As per the information, the automobile manufacturer is preparing three small cars and a compact utility vehicle whereas the fifth car may be a compact sedan. Datsun's models will be placed at different price slabs of the small car segment with a starting price of about Rs. 2 lacs. All these three small cars will be in direct competition to the likes of Tata Nano, Hyundai i10, Maruti Suzuki Alto and Swift. The earliest of the Datsun cars, as planned would be available in the market by the early 2014.
Nissan has recently informed the auto component makers about its plans to re-launch Datsun brand's cars, after Nissan Motor India disclosed its plans to launch the brand in the country in March. The company hopes that these low priced small cars will cater to the basic requirements of space, fuel-efficiency and reliability, of small car buyers in India. Nissan expects that the overall performance of these small cars coupled with affordable pricing will give a significant blow to the rival manufacturers' sales. The compact SUV will be a direct competitor of Renault's recently launched compact SUV, Duster.
According to a global consultancy, J D Power, the Indian automobile industry is expected to become the third biggest market throughout the world by 2020. With the growing middle-class
in India, most people are yet to own a car. As per the study, in urban areas out of every 1000 people only 14 own a car whereas in rural areas the number reduces to only 8 people per 1000. The revival of Datsun car brand is a part of Nissan's global plan `Nissan Power 88'. This plan is expected to accelerate Nisaan's growth across new segments and markets till 2016.
As per the company officials, all Datsun cars will be manufactured locally to keep the cost low and will also not compete with present Nissan models such as Micra and Sunny. The revival of Datsun seems to be a part of Nissan's strategy to introduce an entry level brand with lower-cost cars without pulling down Nissan's luxury Infiniti brand.
