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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 challenge | Sales challenge |
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. |