Official - Nissan announces plans for Datsun brand in India

21/03/2012 - 09:27 | ,  ,  ,   | Shrawan Raja

Pointers from the press conference

Datsun grille

  • Target - 8% global share of the passenger car market in 2016 and 8% profitability
  • Fluctuation of currency, Thailand floods and Japanese earthquake affected production
  • Nissan Sunny - 185k units already sold in China, 15k units delivered in India since September 2011, Thailand, Mexico, Brazil - car has received many awards
  • 284k units of the Nissan Sunny sold in high growth markets
  • Sales outlets in India now at 60 centers
  • Capacity ramped up from 2 lakh - 4 lakh units at Oragadam - Indonesia, Mexico, Brazil and China - production has been expanded.
  • We wanted to satisfy growth in high growth markets - Solution - it has now come to a stage where we can announce it.

Return of Datsun brand - Why

  • BRIC markets doubled volumes between 2006 to 2011. 60% will be the volumes contribution from BRIC countries; Economic growth will lead to motorization
  • Customers aspiring for new and specific products - Datsun will cater to this request.
  • Blue bar striking through the rising sun is the logo of the revived Datsun - energy coming from rising sun, blue bar reflects sincerity, oval shape stands for robust reliability and trust, Outer edge - modernity in the brand logo, the logo overall is a rising sun.
  • Hexagonal grille on the car will have the Datsun logo (shown above)
  • Up and coming customers in high growth markets - aspiring for a new car, first time car buyers - are going to be offered with Datsun
  • Datsun brand will promise reliability, durability and accessibility - with modern design - peace of mind that is affordable
  • Three pillars of Datsun - Engagement in driving experience, peace of mind and accessibility
  • Light weight cars - fuel efficient and handles well

What are the target market segment?

  • Core offer for Datsun will be under 4 lakh rupees - First two products will be manufactured at the Oragadam plant in Chennai
  • India, Russia and Indonesia are the three main markets, and the markets to start with
  • Local engineering, high parts localization will lead to launch of two Datsun models within one year starting from 2014. 1/3 to half of Nissan sales in India and Indonesia and Russia will be from Datsun.
  • Renault Nissan alliance CEO Carlos Ghosn says - Datsun brand - Addressing consumers who are buying used cars, or riding motorcycles, or buying a car with antiquated technology or platform -  Affordable but modern products
  • Launch of the Datsun is also part of the Green Car Program, which could make up 40% of the Indonesian market

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