Datsun Making Comeback in 2014; Sets Sights on India, Indonesia and Russia
In March 2012, Nissan announced that the Datsun brand would return to usher in modern, reliable and accessible products for optimistic, up-and-coming customers in high-growth markets. Embodying this aspiration, Datsun vehicle sales will commence in India, Indonesia and Russia in 2014.
Nissan revealed yesterday that it has appointed global creative agency TBWA Worldwide to manage and usher in Datsun’s relaunch.
“Datsun” was the name of the Japanese brand that was marketed worldwide from the early years of Nissan throughout the company’s rapid growth in the early 1970s and its globalization in the 1980s. The Datsun brand was phased out from 1981, and after this the Nissan name was used as the company expanded globally.
Vincent Cobee, corporate vice president and global head of the Datsun Business Unit, said, “The company is counting on the Datsun brand to once again resonate with consumers in high-growth markets who seek attractive styling, an accessible price and – above all – an engaging driving experience.
“The choice of brand name was obvious. The Datsun brand remains in our portfolio as one of the most cherished brands in automotive history. And the connection between the Datsun of today and the Datsun of yesterday is authentic. Just as consumers in the 1930s, 40s and 50s wanted high-quality, durable and reliable vehicles, potential customers in high-growth markets — who today have so few choices — are eager for such vehicles. We are confident that the new Datsun will meet these expectations,” Cobee continued.
Datsun will introduce the first product of the new line-up in mid-2013, and the first vehicles will go on sale in the 2014 model year.
TBWA Worldwide will set up a dedicated Datsun team to run strategic and creative operations from London. Its Tokyo affiliate, TBWA HAKUHODO, will provide operational support to the Datsun team in Japan.
Tom Carroll, President & CEO at TBWA Worldwide, said, “To win an automotive account is always an honor, but when that involves the return of such an iconic brand, it is truly inspiring. The world is changing and we take tremendous pride in having been chosen to help Datsun engage the rising markets of Russia, Indonesia and India. We look forward to taking Datsun’s great brand heritage forward and bring new value to our future customers.”
Earlier on in the year, Nissan CEO Carlos Ghosn spoke at a press conference in Yokohama, taking questions on the return of the Datsun brand:
1914 Masujiro HASHIMOTO’s Kwaishinsha Motor Works (1911-26) completes “DAT Car”
1926 Kwaishinsha and Jitsuyo Jidosha merge into “DAT Jidosha Seizo”
1932 DAT Jidosha Seizo launches the first “Datsun” cars
1933 Yoshisuke AIKAWA acquires Datsun business and establishes Nissan Motor Co.
1935 Inaugurates Yokohama Plant, Japan’s first mass manufacturing plant with the first “Datsun 14”
1958 A class win in the Australian Rally, the world’s toughest endurance rally with the “Datsun 210”
1958 Begins exporting “Datsun 210” to the U.S.