Written by Jonny Williamson
In a press conference in Jakarta, Indonesia, Nissan Chief Executive, Carlos Ghosn, stated that Nissan is planning to restart production on their Datsun line in a bid to fuel growth into emerging markets.
The Datsun first appeared in Japan during the early 1930s, and debuted in American showrooms over 50 years ago, but the decision was made to unify the various models under one Nissan brand. Though the name had become synonymous with affordability and reliability, the Datsun was globally discontinued in 1981.
Looking to expand into untapped markets, predominantly Russia, India and Indonesia, Nissan are hoping that the strong reputation the Datsun had previously earned will help in establishing contemporary models and go some way to secure the future growth of the company.
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Nissan plan to sell 60,000 vehicles in Indonesia by end of the fiscal year, March 2012, and have said they are looking to invest $400million in the area over the next two years. With almost 890,000 vehicles sold in Indonesia per year, it is obvious why the big automotive manufacturers are increasingly beginning to establish themselves in the local area.
Not looking to give Nissan a low-cost image overall, the affordable Datsun models will be sold alongside more expensive vehicles in a two-tier strategy.
Though Nissan haven’t divulged where the new Datsun vehicles will be manufactured, it is thought likely to take place somewhere in Asia, helping them to reach their goal of doubling sales in the region by 2017.