The Chairman and Chief Executive Officer of the Renault-Nissan alliance, Carlos Ghosn, recently spoke about the company's hopes regarding the revival of Datsun brand, which falls under its Power 88 policy plan. Under this plan, the Japanese manufacturer will introduce innovations in its portfolio, mainly keeping in mind the demands of markets with low penetration rates. Ghosn said that the manufacturer will present models that are cost effective, contemporary, generous, fuel efficient and suit the exact requirements of the concerned market will be sold under the badge of Datsun.
Speaking further about Datsun, Ghosn said, “It's not going to be a global brand with global products; it's going to be a global brand with very specific products adapted to market needs, addressing consumers who today are buying used cars or driving motorcycles, because they can't afford a new car, or when they can afford a new car are buying an antiquated technology with antiquated platform, and we want to bring something much more modern.”
He also said that the company was making this move in a bid to ensure sustained growth levels and ensure that it was catering to all segments of buyers. Nissan offers luxury cars under the Infiniti line up and sells models under the Nissan badge in all other segment. Now, the entry level segment will be serviced by the Datsun brand.
Talking about the projected growth of Datsun, mainly regarding development, sales and concerned markets for the brand, Ghosn said that Nissan will start selling cars in the Datsun portfolio by 2014. He said, “You are going to see these products starting from 2014, so it's going to impact the second half of Power 88, in 2014 – 2016. You are going to see this product mainly in three countries at the beginning, particularly within Power 88.”
According to Ghosn, Asia, Indonesia and Russia will be the chief markets that the company will target with the Datsun brand. He said that the cars sold under this tag will be very cost effective yet modern, ideal for customers who wish to purchase a car but have no decent options presently.
