Nearly three decades ago, Nissan Motor Co. phased out the Datsun brand that had built a following around the world among buyers of small, inexpensive and sporty cars. Now, the automaker is thinking of bringing it back.
The Japanese automaker is considering reviving the brand for a line of low-cost cars that it could make and sell in emerging markets where its Nissan vehicles are too expensive for consumers shopping for their first brand-new car, a person familiar with the matter said.
The Datsun name was introduced in Japan in 1932 and the brand hit the U.S. in 1958. In the 1970s and 1980s, Datsun won over U.S. consumers with fuel-efficient models like the B210, and driving enthusiasts with its 280Z. But in 1983, the Datsun name was retired so that the parent company could put its own name on its cars.
Nissan later added Infiniti as an upscale brand in the U.S., where it has had modest success. Infiniti models are also sold in Europe but the brand remains a very small player there.
The No. 2 Japanese automaker by sales volume is preparing to relaunch the brand by 2014 and sell up to 300,000 Datsun-badged vehicles a year, each priced around $6,173, the Nikkei reported. It said the vehicles would be made and sold in India, Indonesia and Russia.
Nissan declined to comment on future product strategy.
The move to revive Datsun comes after Nissan has outlined some ambitious growth plans. Last June, the car maker said it wanted to grab 8 percent of the global market industry by the end of March 2017.
