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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.”


Nissan Readying Return of Datsun Brand in 2014

Old name will target news markets – at a low price.

by on Mar.01, 2012

Datsun: We Are Driven...again?

A once-familiar is apparently getting ready to make its return – but the revival of the old Datsun brand will be targeted at new and emerging markets.

Expanding upon recent rumors, Japan’s well-regarded Nikkei news service reports the Datsun name once used by Nissan in major markets such as the U.S. will make its return in 2014.  But the “new” Datsun won’t replace Nissan is the States, Japan or other established markets.  Instead, it will be dusted off to serve as a back-up brand for Nissan’s lowest-priced entries in emerging markets such as India, Indonesia and Russia.

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Plans call for Datsun-branded vehicles to be produced in those markets, as well.

The Japanese business publication suggests that Nissan will target vehicles in the price range of around 500,000 yen, or US$6,200.


Is Datsun Name Being Revived?

Rumors suggest cast-off name could be used on new brand of Nissans for emerging markets.

by on Jul.05, 2011

Datsun: We Are Driven...again?

Is Nissan ready to revive the once-familiar Datsun nameplate?

That’s the word on the web, where various sources, including Japan’s Nikkei, and U.S. site, have been chattering about the possibility that the once-popular brand name will be brought back.  But don’t expect to see it on your next Z-car, it seems.  If the rumors prove accurate, the reborn Datsun will serve as a low-cost, entry-level brand in emerging markets like China or India.

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The name dates back to 1931, when the old DAT Motorcar Co. first used Datson to designate its low-end products, since “son” referred to small in Japanese.  When DAT was taken over by Nissan, in 1933, the name was maintained, albeit rewritten as Datsun, the more familiar spelling, since “son” also meant, “loss.”

With that spelling it became familiar as the export name for Japan’s second-largest automaker until 1982, when Nissan began phasing Datsun out and switching to its own badge.  The move was controversial and challenging, many analysts suggesting that consumer confusion led to years of decline for Nissan, which until recently slipped to the #3 spot behind its rival Honda.