Nissan brings back Datsun budget brand for emerging markets

Nissan has announced a plan to revive Datsun as a low-cost marque, 31 years after removing it from its line-up. Nissan is bringing back the Datsun three decades after shelving the brand that helped build its U.S. business. This time, Nissan hopes the name synonymous with affordable and reliable small cars will power its growth in emerging markets.

Nissan Motor Co. Chief Executive Carlos Ghosn made the announcement while in Indonesia, one of three markets besides India and Russia, where the Datsun will go on sale from 2014.

The company is going to go full throttle and will launch its first product in 2014 that is just two years from now. This means we can expect some old platforms to be re-born and will get a Datsun badge. Nissan will certainly look at products in the Rs. 200,000 price range and will help the car maker offer affordable cars at a low prices.

Datsun debuted in Japan in 1932, and hit American showrooms more than 50 years ago.It was discontinued globally starting in 1981 to unify the model lineup under the Nissan brand. Nissan also makes Infiniti luxury models.

Nissan has often toyed with the idea of reviving the Datsun brand because it is associated with value and reliability — selling points that Nissan and other Japanese automakers built their reputation in the American market.

Nissan has often toyed with the idea of reviving the Datsun brand because it is associated with value and reliability — selling points that Nissan and other Japanese automakers built their reputation in the American market. Nissan said the Datsun name will help its profile in newer markets, where it is counting on solid growth in coming years.