Nissan launches Datsun brand in emerging markets Car News

Nissan has confirmed it will stop producing cars under the Datsun name, just nine years after resurrecting the brand to sell affordable models for emerging markets.

Nissan says it will focus on “core models and segments that bring the most benefit to customers, dealer partners and the business.” This, he says, is part of a new overall transformation strategy.

However, the Japanese company’s parent company has confirmed that despite the discontinuation of production of the Datsun Go, Datsun Go+ and Datsun Redigo, it will continue to sell its remaining stock and provide after-sales services to owners.

“We can reassure all current and future Datsun owners that customer satisfaction remains our top priority, and we will continue to provide the highest levels of after-sales service, parts availability and warranty support,” a Nissan spokesperson told Autocar.

Nissan ended production of Datsun cars at its factory in Chennai, India, earlier this month, ending the brand. In 2020, the automaker also stopped production of Datsun cars at its factories in Russia and Indonesia.

Datsun, which was taken over by Nissan in 1933, was revived in July 2013 after being liquidated 33 years earlier, with Nissan giving all cars its own name worldwide. During the relaunch, the company said it wanted Datsun to be a low-cost car brand, selling affordable vehicles in Indonesia, Nepal, South Africa, India and Russia.

This was a radical change in positioning for the Datsun brand, which rose to prominence in the second half of the previous century, especially in Europe and the United States, with prestigious cars such as the 240Z, Cherry and Sunny.

Nissan began exporting cars to US shores in 1958 and to the UK 10 years later, the Datsun name being phased out here in 1984 with the launch of the original Nissan Micra.