Nissan is reviving the Datsun brand after ending it in 1981 in favor of the Nissan's namesake brand. In the past, Datsun sold mostly in North America and Europe. Datsuns were especially popular during the 1970s oil shocks for their fuel economy. Carlos Ghosn, Chief Executive Officer of the company, is relying on updated technology at reduced prices to quell the absence of brand recognition in emerging markets, where Datsun is planned to will be sold.
The new Datsun is another of Ghosn's strategy of entering every segment in fast growing developing countries. The Datsun will be positioned at the other end of the price range from Nissan's chic Infiniti unit. Currently, the Infiniti unit is undergoing a revamp to lure wealthy Chinese buyers.
Nissan says it's first Datsun model, a hatchback, will cost "significantly lower" than INR400,000 (US$6,600) and will be uncovered in India in July and should go on sale next year. Nissan expects to introduce Datsun in other emerging markets such as Indonesia, South Africa and Russia within the next two years. The sketches released by Nissan show a five-door hatchback with a swept-back headlights and hexagonal grille.
"Nissan realized there is huge potential in emerging markets for which it needs more affordable models," said an analyst at LMC Automotive in Bangkok. "Without Datsun, the automaker will find it difficult to grow fast in emerging markets."
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