Nissan brings back Datsun brand for emerging markets | Business| Economy and finance news from a German perspective | DW | 20.03.2012
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Nissan brings back Datsun brand for emerging markets

Japanese carmaker Nissan has announced plans to revive the production of its Datsun brand, which the company discontinued in the early 1980s. The cheap, but reliable cars are meant for emerging markets only.

Japan's second-largest carmaker, Nissan, is to bring back its Datsun brand after shelving the model in the early 1980s. The company hopes to power its growth in emerging markets through a car which once stood for affordability and reliability.

Nissan's Chief Executive Carlos Ghosn made the announcement on Tuesday during a trip to Indonesia. Besides Russia and India, it's one of the three countries where the Datsun will go on sale from 2014.

"Nissan is bringing new jobs and new vehicles to Indonesia," Ghosn said during talks with the guest country's President, Susilo Bambang Yudhoyono, in Jakarta.

Nissan said the Datsun name will help its profile in newer markets, where it's counting on solid growth in coming years. The Japanese auto maker plans to sell 60,000 vehicles in Indonesia in the current fiscal year, ending in March 2012.

Affordable unit prices

Overall, 890,000 vehicles are sold in Indonesia annually, making it an important Southeast Asian market. Nissan said it expected its car sales to nearly double in the country by 2017, not least due to the planned marketing of the Datsun brand.

The Datsun first entered the market in Japan in 1932 and arrived in American showrooms some 50 years ago. It was discontinued globally in 1981 when the model lineup unified under the Nissan brand.

Earlier media reports claimed that Nissan was planning to sell its new Datsun models for a unit price starting at $6,000 (4,535 euros).

Nissan is not the only carmaker to revive an old brand. Rival Toyota has recently resurrected it once-coveted Hachi-Roku sports car series.

hg/ng (AP, Reuters)