Posted: Tue 10 June 2014
ROSSLYN, South Africa (10 June 2014) – Datsun has returned to South Africa bringing the dream of car ownership within reach of the country’s growing middle class. South Africa is the fourth market where the brand is being launched, alongside India, Indonesia and Russia. With the launch of the brand in South Africa Datsun is finalizing the initial phase of its return to the global market.
Datsun brings with it a global heritage and reputation for durable, attractive and trustworthy vehicles. More than 20 million Datsuns were sold around the world over the course of 20th century and the brand grew to iconic status in South Africa up to the 1980s, where it was No. 1 selling brand in 1976 – 1978.
“The return of Datsun to South Africa is integral to our expansion in high-growth markets where there are increasing numbers of upwardly-mobile people. Today’s launch marks the return of this legendary brand to the market place. 2014 will be the year we realize our goal making Datsun a reality for many customers across India, Indonesia, Russia and South Africa,” said Vincent Cobee, Global Head of Datsun.
Datsun will introduce in South Africa the Datsun GO hatchback designed to exceed aspirations of a generation of first-time new car buyers, ambitious successful people turning their desires into reality - a group Datsun has called the Risers.
As the name suggests, the Datsun GO is designed for ‘people on the GO’- people, who are active, have defined priorities and pursue the optimum choice for their stage of life. These young customers want a stylish, accessible, roomy and economical vehicle, which fits comfortably with their rapidly changing lifestyle. Datsun GO is designed to be the answer to their needs.
“We believe our riser customers are doing a lot to be even more successful and break through in life. In South Africa Dreams, Accessibility and Trust translate into working hard, having a thirst for growth, and living life as an adventure without losing sight of the community or your roots,” said Desmond Fenner, GM, Head of Datsun in South Africa.
“It’s about having aspirations to be a better person and we believe that Datsun products are the enablers that assist in making the “Break Through” in life,” continued Fenner.
Datsun GO will go on sale towards the end of the year. Datsun aims to bring the car in a price segment below R 100 000, making it a real value proposition for first time new car buyers.
Sales and service will be initially established through a network of 30 Datsun fully branded dealerships throughout South Africa. The number of dealerships will be doubled in mid-term.
Nissan Motor Co., Ltd. announced the return of the Datsun brand, Nissan's third global brand, alongside Nissan and Infiniti, in March 2012. Datsun will provide 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. Datsun already started sales in India and Indonesia, while sales in Russia and South Africa will commence later in 2014.
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 light-weight, 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.