Datsun is an important brand within the Nissan Motor Company’s history. It began in 1914 with DAT, a company named from the first initials of its three investors (Den, Aoyama and Takeuchi) and translated as ‘lightning-fast’. From the first model, the DAT-Car, the company expanded until it was taken over by Nissan’s founding father Yoshisuke Aikawa in 1933. Aikawa envisioned ‘mobility for all’ with a lightweight, economical yet durable car that fulfilled the needs and ambitions of up-and-coming Japanese people through local engineering and mass-production. He named the car ‘DAT-son’, or ‘the son of DAT’, which soon became ‘Datsun’. 20 million Datsun vehicles were sold in 190 countries until the Datsun brand was phased out from 1981.
WHY IS DATSUN RETURNING NOW?
The decision to reintroduce the Datsun brand into the market was made in 2010. The world today is rapidly changing, and optimistic, up-and-coming women and men in high-growth economies are looking for a vehicle that not only answers their everyday needs and wants, but also fulfils their dreams and ambitions. Our proposition to meet this need is exactly in line with the proposition we outlined for similarly optimistic customers in Japan, America and a large part of the world during most of the 20th Century in Datsun heritage.
WHY BRING BACK DATSUN AND NOT EXPAND NISSAN?
Our Nissan Power 88 mid-term business plan announced our intention to accelerate the introduction of new products to customers in high-growth countries. We intend to serve them with exciting products, made locally and assured by global expertise. By contrast, Nissan will continue to make global products assured by a global brand
HOW DOES THE BADGE REFLECT THE NEW DATSUN?
The new Datsun badge is a modern interpretation of the original, which symbolised the Datsun belief, ‘Sincerity leads to success’. The inner portion preserves the essence of the original Datsun logo, with a blue bar, symbolising integrity, striking through the rising sun, representing the energy of rising towards a better tomorrow. The outer bolt shape represents the modernity and robustness of the new Datsun brand and cars. The blue brand color is taken from Datsun heritage, with its meaning rooted in sincerity and trustworthiness.
WHAT WILL THE NEW DATSUN BE LIKE?
We revealed the first Datsun model in India on July 15th 2013. Sales begin in 2014 in India, Indonesia, Russia and South Africa. Although Datsun models will be individually developed for different markets, the concept for each is inspired by the same principles. All future Datsun models will offer up-and-coming customers in high-growth markets an engaging driving experience, peace of mind ownership and accessibility at the right price, with a competitive total cost of ownership. These product values will be supported by Nissan Motor Company’s experience as a global car manufacturer and technical expert in local optimised solutions. The 21st-century Datsun will deliver a rewarding brand experience with no compromise in terms of accessibility, reliability and durability – values deeply rooted in Datsun’s heritage.