Nissan car maker is going to stop manufacturing vehicles with the Datsun name that has a more than century. Is it a definite decision? Will it be deleted from a long history?
Datsun was one of the popular brands that helped Japanese car makers to have been globally established after the Second World War. In spite of selling millions of cars on the globe, the Datsun name disappeared in the 1980s.
The brand was revived by the company three decades later, explaining the new rage of vehicles as a “crucial part of Nissan’s DNA”.
On Monday, Azusa Momose, the Spokesperson of Nissan told BBC that the firm would keep on selling its stock of Datsun cars and offered after-sales services to their customers. She added, it will reassure all existing and future Datsun owners at which the customer’s satisfaction was the primary priority.
Before Datsun name became popular, a car called DAT was launched in 1914 at Tokyo by the Kainshinsha Motorcar Works. The word DAT stood for the family names of three early investors in the business. They were Den, Aoyama and Takeuchi. Literally, it also meant “lightning fast” in Japanese. This type of car was also promoted to be Durable, Attractive and Trustworthy or DAT in short.
In 1933, Yoshisuke Aikawa, the Nissan founder, took over the business. Would it make Datsun back to be produced and sold in the market?
In the beginning of 1930s, it was also clearly noticed that the company released an economical and lightweight car named “DAT-Son” or The Son of DAT”. This name was subsequently changed to “Datsun”.
Datsun was the one of the brands that support Japanese car makers to develop themselves in the US, Europe and Asia after the Second World War. Datsun is one of the primary brands that Nissan sold globally besides the mainstream Nissan and the luxury Infiniti. At its period of time, Datsun was the most popular brand in its class.
In the 1970s, Datsun which was fuel-efficient was sold as the everyday option for motorist that were looking for an alternative to unreliable gas-guzzlers. This way, about 190 countries in the world purchased around 20 million units. That was an amazing achievement on selling Nissan under the Datsun name.
However, Datsun name was disappearing in 1981 while Nissan became the primary and global brand of the company. In 2012, Nissan stated the Datsun brand return and was going to sell cars under Datsun name in some countries including India and Indonesia.
At that time, just like many competitor car companies, Nissan faced weak market in the US and Europe and was targeting emerging economies using affordable priced models. In spite of this fact, the sales of the models have been drooping in these recent years.
Nissan told on Monday that it will focus on “core models and segments that offer the most benefit to the customers” today as part of international transformation strategy.