Datsun global expansion reaches the Middle East as sales start in Lebanon
Datsun on-DO and Datsun mi-DO will lead the brand’s return to a market it first entered in 1967.
In 1967, the Datsun Bluebird was sold to buyers who quickly appreciated the car’s offering of modernity, accessibility and worry-free ownership. The Datsun brand is still remembered and cherished by many Lebanese.
Now Datsun is returning to Lebanon to grab the attention of a new generation with two models built with integrity, and which feature modern design and quality materials inside and out. Modern Datsun vehicles offer the ideal solution to the needs of aspiring 21st Century customers just as they did back in the 1950s and 1960s when the company brought car ownership into the mainstream in Japan, US and many other countries.
speaking at the event Christian Mardrus, MC Chairman of Africa, Middle East and India Region, said: “There is a new generation of car buyers emerging in Lebanon who are looking for a modern car that matches their own aspirations. They want a reliable partner that will allow them to seize every opportunity along their journey – a car that will help them connect with their dreams. Datsun is back, and we are here to help shape future personal mobility in Lebanon.”
Competitively priced, the two new Datsun models appeal to different consumer segments, with on-DO aimed at buyers with family needs, while the mi-DO targets younger motorists seeking fun, dynamic and dependable transport.
The Datsun on-DO is a large, authentic and tough family sedan at a competitive price, providing a high level of quality and reliability. The Datsun mi-DO is a stylish 5-door hatchback with a cool, distinctive and dynamic design to match its reliability and versatility. Datsun on-DO and Datsun mi-DO will be available in Lebanon through RYMCO, Nissan and Datsun’s distributor in the country for almost 50 years.
“The launch of the new Datsun models in Lebanon is an historic occasion for us and marks a 49-year journey, bringing back an iconic brand to the market which gave reason for RYMCO to exist,” said Fayez Rasamny, Chairman and CEO of RYMCO. “Datsun target customers are optimistic young ‘risers’ who are shaping tomorrow’s Lebanon. Many are first time buyers looking for modern design and solid engineering, which the current Datsun models offer.
“The Datsun on-DO and Datsun mi-DO exemplify everything the Datsun brand stands for – Dream, Access and Trust,” said Vincent Cobee, Global Head of Datsun. “Their arrival in Lebanon opens an important new chapter in the Datsun story… a story with many more episodes to come.”
Nissan Motor Co., Ltd. announced the return of the Datsun brand, Nissan's third global brand, alongside Nissan and Infiniti, in March 2012. Datsun provides a sustainable motoring experience to optimistic up-and-coming customers in high-growth markets. Datsun represents 80 years of accumulated Japanese car-making expertise and is an important part of Nissan's DNA. The new Datsun brand stands for Dream, Access and Trust. The overall Datsun customer offer includes a worry-free ownership experience at competitive cost, accessible services, with transparent pricing, and dealership proximity. Datsun cars are on sale now in India, Indonesia, Russia and South Africa.
Datsun originated in Japan as DAT-GO (the DAT-car) almost a century ago in 1914. The word DAT means ‘lightning-fast’ in Japanese but is also a reference to the first letters of family names of the three financiers who supported the business at the time: Den, Aoyama and Takeuchi. Using the same logic, it was promoted as Durable, Attractive and Trustworthy, or DAT for short.
In 1933, Nissan’s founding father Yoshisuke Aikawa took over the business with a vision of “mobility for all”. The introduction of a lightweight, economical yet resilient car to meet the aspirations of young Japanese people in the early 1930s was named the ‘son of DAT’ – Datson - which later changed to Datsun. Local engineering and mass-production made the founder’s dream a reality.