It’s time to say goodbye to one of the oldest Japanese brands. Despite the impressive and long history (the company’s roots date back to 1911), Datsun is disappearing from the market for good. The decision to discontinue the production of the last available model was made by the Nissan authorities (the company has been controlling Datsun for years). It is no secret that Datsun and Nissan have common roots and many common models (for example the famous Bluebird) in such a long history (depending on the market, the “Datsun by Nissan” signs were sometimes used).
It is significant that we say goodbye to Datsun for the second time. The consistent recall of the brand from the market (the Datsun logo was replaced with the Nissan brand badge) began in the early 1980s, despite the fact that in one of the key markets (USA) Datsun was better recognized than Nissan. However, the brand has not been forgotten. Datsun was resurrected after several decades, without hiding hope for the conquest of the so-called emerging markets. In 2012, Carlos Ghosn boasted of a new logo and investment plans. The place of the premiere was chosen not by accident, i.e. Indonesia, which was then assessed as one of the most promising markets in the world.
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Datsun as a cheap brand was distinguished by quite unusual designs. The best example was the operation in Russia, where Datsuny on-Do (Lada Granta) and mi-DO (Lada Kalina) were created on the basis of two Lada models. India offered a much more modern redi-GO, which was related to Renault Kwid (Renault-Nissan CMF platform and Kwid drivetrain).
Why are we saying goodbye to Datsun again? Nissan does not conceal that the key element of the strategy is the production of cars from the segments that bring the greatest profits. Apparently, Datsun was not able to generate the desired profits as originally expected. There are no miracles. Even the most impressive story won’t do much when the cash desk is empty.
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