The return of Datsun
After over three decades, Nissan is all set to bring back the Datsun brand to markets like India, Russia, Indonesia and South Africa.
The new Datsun nameplate will be premiered at the Kingdom of Dreams in New Delhi on July 15. Carlos Ghosn, the global CEO of Renault-Nissan, is expected to unveil the first Datsun model, which will be a five-door hatchback in the sub-Rs 4 lakh category.
The Datsun brand is targeted at the budget end of the market where there are huge volumes. Nissan expects to sell around 1,50,000 to 2,00,000 Datsun cars in India every year, using a promotional strategy that would involve a blend of affordability and aspiration.
Nissan feels that the Datsun brand – targeted at the emerging middle class in the Indian, Russian and Indonesian markets – will play a key role in the ‘Nissan Power 88’, the automaker’s plans to raise both profit margins and worldwide market share to eight percent by 2016.
In India, Datsun will go up against the likes of Maruti and Hyundai. In fact, unlike Indonesia, where the first Datsun model is expected to be cheaper than the cheapest car in the market by as much as 30 percent, in India, Datsun will be fighting a fierce price war.