Nissan South Africa has just confirmed that the Datsun nameplate will be making its comeback on the local market. A budget passenger vehicle, possibly priced below R100 000, will be introduced locally towards the end of 2014.
Nissan CEO Carlos Ghosn announced last year that the company would resurrect the Datsun nameplate, but that it will adorn entry-level cars in markets such as Indonesia, India and Russia. And now South Africa.
“The return of Datsun is integral to our expansion in fast-growing markets where there is a mushrooming upwardly-mobile segment,” said Vincent Cobee, corporate vice president at Nissan Motor Co., Ltd. “Datsun’s key values – accessible, reliable and modern – are designed to accommodate the needs and aspirations of this target group, just as it did for similarly optimistic customers in Japan, America and a large part of the world during most of the 20th century.”
Initially, only one passenger model will be launched locally, but NSA has stated that it “anticipates that a broader range of Datsun vehicles will be available in the future”.
“Our aim is to deliver new and exciting products that meet local customer needs assured by global Japanese OEM (original equipment manufacturer) expertise and technology,” said Cobee.
South Africans will fondly remember the Datsun name. It made its first appearance in the shape of the Bluebird at the 1958 Pretoria Show, while models such as the 120Y and SSS became popular among local enthusiasts.
The Datsun brand will join the Nissan and Infiniti brands within the company’s portfolio.
