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Nissan's Datsun brand is re-born after more than 30 years Nissan's Datsun brand is re-born after more than 30 years
(about 1 hour later)
It was one of the marques that helped Japanese carmakers establish themselves in Europe and the US.It was one of the marques that helped Japanese carmakers establish themselves in Europe and the US.
In the 1970s, the fuel efficient Datsun became the car of choice for the everyday motorist fed up with unreliable gas-guzzlers.In the 1970s, the fuel efficient Datsun became the car of choice for the everyday motorist fed up with unreliable gas-guzzlers.
Now, more than 30 years after Nissan decided to kill off the brand, the Datsun has been reborn.Now, more than 30 years after Nissan decided to kill off the brand, the Datsun has been reborn.
On Monday, a new model was unveiled in India aimed at first-time buyers keen to get on the car-buying ladder.On Monday, a new model was unveiled in India aimed at first-time buyers keen to get on the car-buying ladder.
The new 1.2-litre five-seat hatchback will go on sale in India next year for under 400,000 rupees ($6,670; £4,500). It will also be sold in Indonesia and Russia.The new 1.2-litre five-seat hatchback will go on sale in India next year for under 400,000 rupees ($6,670; £4,500). It will also be sold in Indonesia and Russia.
The marque's new website says Datsun is the brand of "the Risers. Young Risers in high-growth markets who are ahead of the curve".The marque's new website says Datsun is the brand of "the Risers. Young Risers in high-growth markets who are ahead of the curve".
The first Dat-Car (Dat-GO in Japanese) was launched in 1914. It was named after the first initials of the company's three investors, and literally means 'Lightning fast'.The first Dat-Car (Dat-GO in Japanese) was launched in 1914. It was named after the first initials of the company's three investors, and literally means 'Lightning fast'.
After selling 20 million cars in 190 countries around the world, the Datsun brand was phased out from 1981 and Nissan became the primary name for the company globally.After selling 20 million cars in 190 countries around the world, the Datsun brand was phased out from 1981 and Nissan became the primary name for the company globally.
Sales challengeSales challenge
Like many car manufacturers, Nissan has faced with weak markets in Europe and the US and is targeting emerging economies with low-price models, entry-level models Like many car manufacturers, Nissan has faced weak markets in Europe and the US and is targeting emerging economies with low-price, entry-level models
However, the Datsun enters the Indian market at a tough time. Sales of passenger cars fell by 10% in the April-June quarter from the previous year, according to the Society of Indian Automobile Manufacturers (SIAM).However, the Datsun enters the Indian market at a tough time. Sales of passenger cars fell by 10% in the April-June quarter from the previous year, according to the Society of Indian Automobile Manufacturers (SIAM).
Consumers in India have been hit by a slowing economy and higher interest rates.Consumers in India have been hit by a slowing economy and higher interest rates.
But Nissan hopes all its brands - Nissan, Infiniti and Datsun - will have 10% of market share in India by 2016, said Carlos Ghosn, the company's chief executive, at the launch on Monday.But Nissan hopes all its brands - Nissan, Infiniti and Datsun - will have 10% of market share in India by 2016, said Carlos Ghosn, the company's chief executive, at the launch on Monday.
Last year, Nissan had less than a 2% share of the 1.89 million cars sold in India in the period. The market leader, Maruti, had 45%, according to SIAM.Last year, Nissan had less than a 2% share of the 1.89 million cars sold in India in the period. The market leader, Maruti, had 45%, according to SIAM.