Canadian Manufacturing

Datsun brand making a comeback

The revival of the Datsun brand will target emerging nations where the biggest growth is expected



YOKOHAMA, Japan—Nissan CEO  Carlos Ghosn  says the revival of the Datsun brand will target emerging nations where the biggest growth is expected for affordable, stylish vehicles.

The offerings will be tailored for each market—including price and engine size—targeting the burgeoning market of first-time car buyers in countries such as India, Indonesia and Russia, where Datsun will be introduced in 2014.

Corporate vice-president Vincent Cobee said the new Datsuns will be entry-level cars in each nation and two models will go on sale within the first year in the three nations.

An enhanced lineup of models will be offered within three years.

Nissan Motor Co. faces intense competition from rivals which all have their eyes on emerging markets that also include China, Mexico and Brazil, since growth has stagnated in more established markets such as Japan, the U.S. and Europe.

Datsun debuted in Japan in 1932, and hit American showrooms 50 years ago.

It was discontinued globally in 1981 to unify the model lineup under the Nissan brand. Nissan also makes Infiniti luxury models.

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