More than three years in the making, this is the story of the brand’s journey from the time Nissan Motor Co.Ltd announced the return of the Datsun brand, its third global brand alongside Nissan and Infiniti. This video shows not only Datsun brand message, but also customers and market situation in India, Indonesia, Russia and South Africa.
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. The new Datsun brand stands for Dream, Access and Trust. The overall Datsun customer offer will include a worry-free ownership experience at competitive cost, accessible services, with transparent pricing, and dealership proximity. Sales of Datsun cars have been started already in India and Indonesia. Datsun will start sales in South Africa 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.
FOR MORE INFORMATION, CONTACT:
Nissan Motor Co., Ltd. (Japan)
Global Communications Div.