Nissan that had already confirmed to re-launch its low-cost car brand, Datsun in several emerging markets including India, Russia and Indonesia, now confirms to bring back the brand to South Africa as well. The company has also teased the first ever image of Datsun model, which suggests it to have angular headlights, a contoured hood and a small grille, however the company preferred to get into specifics of the car, it says that the model will have a "Strong independent brand identity".
The first model to be introduced in South Africa will be a new passenger vehicle that will be launched by the end of 2014. This follows a global decision in 2010 to re-introduce the Datsun brand as part of the company's ambitious Nissan Power 88 mid-term plan to achieve 8 percent of the global market share and 8 percent operating profit by fiscal year 2016.
“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., and head of the Datsun brand. “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."
Datsun was phased out in 1981 when it was integrated with Nissan branding as the company expanded globally. Datsun is to be re-established with a strong independent brand identity, alongside the Nissan and Infiniti brands. “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. The distinctive Datsun logo, he said, embodies the brand's styling identity.
“The inner portion of the logo preserves the essence of the original Datsun logo with a blue bar striking through the rising sun. This reflects the founding spirit of ‘sincerity leads to success'," explained Cobee. “The rising sun represents the energy of rising towards a better tomorrow and the striking blue bar represents pure integrity built into providing innovative solutions. The outer shape represents the edge and modernity of the new Datsun brand. The blue brand color is embedded in our heritage which is rooted in sincerity and trustworthiness."
The first model to be introduced in South Africa will be a new passenger vehicle that will be launched by the end of 2014. This follows a global decision in 2010 to re-introduce the Datsun brand as part of the company's ambitious Nissan Power 88 mid-term plan to achieve 8 percent of the global market share and 8 percent operating profit by fiscal year 2016.
“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., and head of the Datsun brand. “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."
Datsun was phased out in 1981 when it was integrated with Nissan branding as the company expanded globally. Datsun is to be re-established with a strong independent brand identity, alongside the Nissan and Infiniti brands. “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. The distinctive Datsun logo, he said, embodies the brand's styling identity.
“The inner portion of the logo preserves the essence of the original Datsun logo with a blue bar striking through the rising sun. This reflects the founding spirit of ‘sincerity leads to success'," explained Cobee. “The rising sun represents the energy of rising towards a better tomorrow and the striking blue bar represents pure integrity built into providing innovative solutions. The outer shape represents the edge and modernity of the new Datsun brand. The blue brand color is embedded in our heritage which is rooted in sincerity and trustworthiness."
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