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Datsun Lays Out “Glocal” Growth Strategy

Reborn brand could eventually target 50 markets.

by on Sep.03, 2013

Datsun returns after a quarter-century absence.

After an absence of more than a quarter-century, Nissan’s reborn Datsun brand recently made its return in the booming Indian market with the launch of the little Go hatchback.

Datsun is returning to its roots as a simple and affordable car, in this case targeting emerging markets that will also include Russia, South Africa and Indonesia. Eventually, said the brand’s chief executive Vincent Cobee, Datsun will be sold in as many as 50 markets around the world, aiming at first-time buyers on a limited budget.


“It’s a reflection of their (limited) purchasing power,” explained one-time civil engineer Cobee who has been running the Datsun project since 2010.  “A first-time buyer in the United States might be able to spend $20,000 on a new car.  In India, that might be $7,000.”


Renault Nissan Acquiring Control of Russia’s Avtovaz

Russia the next big opportunity for Japanese maker.

by on May.04, 2012

Renault-Nissan CEO Carlos Ghosn: back in the USSR or what's left of it.

While Nissan officials have been actively touting their aggressive plans for China they’ve also been negotiating behind the scenes to get a better position in the promising Russian market – a strategy now set to come together as Nissan and alliance partner Renault acquire a controlling stake in automaker Avtovaz.

Their new Memorandum of Understanding, or MOU, would see Renault invest $300 million in the joint venture, Nissan kicking in another $450 million.  And it would help turn the once-decrepit Avtovaz plant in Togliatti into one of the largest automotive manufacturing centers in the world, capable of turning out 1.6 million vehicles annually.

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“Today’s memorandum is the latest step in an expanding collaboration that helps modernise the leader of Russia’s auto industry,” said Carlos Ghosn, chief executive of the Renault-Nissan Alliance.

Under the deal, which will become effective in 2014, Nissan and Renault products will roll down the Togliatti assembly line alongside Avtovaz models.  It is unclear if Nissan also will use the facility to produce some models badged under the re-born Datsun nameplate.


Nissan Confirms Plan to Revive Datsun

Old brand will target new markets.

by on Mar.20, 2012

Nissan CEO Carlos Ghosn says the Datsun name will return Indonesia and other emerging markets in 2014.

After a three-decade absence, Nissan has confirmed it is bringing back the once-familiar Datsun nameplate.  The old name will be used to target some of the newest emerging markets, revealed Nissan Motor Co. CEO Carlos Ghosn.

The maker plans to put a particular premium on using the Datsun name in Indonesia, noted Ghosn during a Tuesday news conference, where it plans to invest $400 million, triple its retail outlets and double its overall employment.

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But the Datsun name – once familiar in mainstream markets such as the U.S. – will be used in other emerging countries, including India and Russia, according to Ghosn, who said the reborn brand should reappear on the market in 2014.

“Datsun is part of our company’s heritage,” the Brazilian-born executive proclaimed, “and will now become part of our growth.”