Nissan launches new Datsun in India cheap-car push
Nissan to bring the car brand Datsun in some markets.
Datsun 240Zs and 280Zs awaiting restoration in a store Hawthorne Nissan Gina Ferazzi Los Angeles.
Nissan Motor brings the brand Datsun storied, but American drivers are not likely to see new vehicles trimmed the nameВ whose popularity inВ Southern California was a springboard to international fame.
Nissan Datsun brand positioned as a cost in emerging markets The new line will be sold in India, Indonesia and Russia in 2014.
The dates of the Datsun brand in 1931 as the nameplate of the DAT Motorcar Co Japan†that was purchased by Nissan in 1933. The car was first known as a Datson, and later changed to Datsun.
The brand has achieved success by featuring well-designed sports cars like the 240Z and Datsun 510 sedan in the US В.
Much of this growth is attributed to Yutaka Katayama, automotive marketing guru who led the launch of Nissan†on the US car market.
Katayama, who is 102, has worked in a variety of marketing jobs before being exiled by management in 1960 in what looked like a stalemate position in the United States because of its opposition to a union supported by the business.
When hadВ Nissan sold just 1,000 vehicles in the US as the Datsun brand through independent distributors Katayama, known as a savvy marketer and enthusiastic gearhead, turned the company into a household name.
The Japanese executive started with an advertising budget of only 1000, an engineer and a clerk, wrote author David Halberstam, who chronicled the history of Katayama†in “The Reckoning, ” his 1986 book on the auto industry .
The first Datsun office was in an old building of the Mobil Oil in downtown Los Angeles Katayama later moved to Gardena, where there was a large Japanese American population that perhaps believed accept that other consumers products of their ancestral country It turned out that they liked American cars the best time.
Katayama was among the first leaders of the Japanese auto industry to understand that foreign cars had to be tailored to the American market He understood that the initial Datsuns were underpowered and unrefined and tormented the home office for improvements such as bigger engines, better fit and finish and improved brakes.
Its paid harass 1968 when the new Datsun 510 models arrived at the Port of Los Angeles The 510 was a small, durable four-door sedan that performed well and sold for a price - about 1800 - which was within almost everyone's reach auto enthusiasts have compared favorably to the BMW car in 1600, a German sedan that is sold around 5000 when the 510 powered Datsun to a sales boom, particularly in California import-friendly.
US growthВ Nissan is a global automotive powerhouse in 1981, Nissan has decided to phase out the Datsun name The company wanted to sell all its cars under the same name, not matterВ the market, but this strategy lasted only a few years until Nissan launched its Infiniti luxury division in 1989.
Now, it is logical to create a third brand to sell in developing markets, said Aaron Bragman, analyst at IHS Automotive.
ВЂњWhat it does protect the Nissan and Infiniti brands, ” said Bragman В.
The new Datsuns will be small inexpensive cars without the power and Nissan†equipment other brands to sell these vehicles as the Nissan could damage the reputation of the parent brand, he said.
General Motors Co has adopted the same approach in China to protect its Chevrolet and Buick nameplates in partnership with Liuzhou Wuling Motors Co to sell vehicles under the Baojun brand that can compete with cheap small cars sold in the mass market LA- low says Bragman.
It doesn†t expect US consumers pine for a new Datsun, except perhaps for a few diehard fans of 240Z in Southern California.
ВЂњThe name was gone so long that doesn†t carry an enormous nostalgia, ” he said.
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