It’s official, the Datsun brand will be resurrected


After a long rumor parade, it’s finally happening. Early this morning Nissan CEO Mr. Bean officially announced the return of the Datsun brand. Sadly, for Nissan nuts, modern Datsun badges will likely be rebadged Dacias rather than retro 510s. The new entry-level marque will be offered only in developing markets like Indonesia, India, and Russia. No word on specific models as of yet. Rubbing more salt into the wound, Datsun devotees can now expect their googling to return a flood of Sandero lookalikes.

Read the disappointing press release after the jump

Nissan CEO expects strong growth in Indonesian auto market
- Carlos Ghosn details Indonesian investment and the launch of Datsun -

Production capacity to grow to 250,000 by 2014
33 billion Japanese yen investment
Nissan strongly supports Indonesia’s green car program
Return of the Datsun brand

JAKARTA (20 March 2012) — Nissan Motor Co., Ltd. today announced measures to strengthen its production base and sales presence in Indonesia. Total capacity will increase to 250,000 annually by 2014, with the workforce expanding to 3,300, and sales outlets are planned to increase to 150 by 2015.

On March 19, CEO Carlos Ghosn met Indonesia president Susilo Bambang Yudhoyono and reiterated Nissan’s commitment to the nation’s motorization.

“Nissan is bringing new jobs and new vehicles to Indonesia,” said Ghosn. “We are going to expand our production capability and offer a new and exciting product line here.”

The new plan announced today will make Nissan’s Cikampek site, located 80 kilometers outside of Jakarta, one of the largest production facilities in the ASEAN region for Nissan.

In 2011, 890,000 vehicles were sold in Indonesia, for the first time making the nation ASEAN’s largest car market. Nissan is in line to achieve its sales objectives of 60,000 units for fiscal year 2011. Indonesia total industry volume is estimated to increase nearly double by 2017 compared to 2010, largely driven by the introduction of the Green Car program now being drafted by the Indonesian government. Nissan strongly supports the program and looks forward to its speedy ratification.

While talking to the media, Ghosn announced the return of the Datsun brand, Nissan’s third global brand, alongside Nissan and Infiniti. Datsun will provide sustainable motoring experience to optimistic up-and-coming customers in high-growth markets. Datsun represents 80 years of accumulated Japanese carmaking expertise and is a important part of Nissan’s DNA. Datsun vehicles will start sales in India, Indonesia, and Russia from 2014.

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25 Responses to It’s official, the Datsun brand will be resurrected

  1. Tyler said:

    Disappointing, but did anyone really expect them to release any new models?

  2. Nate said:

    Absolute rubbish.
    This isn’t going to end well for those who hold dear the true Datsun’s.

    • Stephen Blakeney said:

      Not really sure what you mean by that. It’s not even going to matter to those of us who, as you say, “hold dear the true Datsuns” as mosf of us don’t have much of a connection with Indonesia, India, Russia, etc.

    • Alan T. said:

      The “true Datsuns” were all Nissans anyway…

  3. cesariojpn said:

    This is not “Great News!!”

  4. Brendan said:

    Does it strike anyone as odd, that they’ve left the red on blue out of the new hamburger logo?

  5. Killua said:

    Ghosn is ghey.

  6. Kevin Truong said:

    Yeah, what does this bullshit really mean?

  7. Brian said:

    It’s like Mercedes selling honda cars under their make in south africa. All it will do is confuse those who own them. Hopefully once it gets enough momentum it can make it’s way back to the states. Scion started with not too great of a brand, but the it now has the FT-86 under it’s belt!

  8. Will said:

    A Dacia Sandero under license isn’t a bad start for a new motor company branch. It reminds me of how Datsun emerged in the 50′s building Austin A40s under license from the British. After a couple years the company gained the momentum to put out some of it’s own models. And from there the dynamo kept turning. That could all very much happen in the coming decade, so it will be interesting to see the brands progress (or lack thereof)…

    Also, James May ‘genuinely’ likes the Sandero. What’s not to like about that? ^^;

  9. Jeff said:

    Is it really surprising to anyone that this Datsun project won’t bring any “new” models to the table? The Nissan claim to fame, the Skyline, was stolen from Prince after all.

  10. Pete240z said:

    No comment

  11. Lincoln Stax said:

    This won’t please the hard core Datsun fans, but that’s not who Ghosn is trying to sell cars to. What I don’t understand is why a new Datsun is necessary. Why can’t Nissan/Renault simply use Dacia as their sub-brand in developing markets?

    • Kev said:

      I reckon there are many parts of the world where the Datsun brand still has a great deal of resonance, from the reputation of the old indestructable 70s Dattos. Especially in Africa and Asia (where the 1980s Cedric is still used as a taxi). So the Datsun brand has the right sort of baggage, for a new el-cheapo car range. In contrast, Dacia is little known outside of Eastern Europe.

      Personally I reckon this isn’t going to do any harm to the J-Tin Datsun Brand at all.

      In china, there are zillions of smoky VW Santanas, which are a 70s Passat which is universally used as a taxi. So they all have wobby wheels, mismatched panels and the most spectacularly awful cheap interior made out of recycled takeaway food containers. The sight of so many clogging the streets would be the worst advertisement for the VW brand, but I reckon outside of China, it doesn’t matter a little bit :-)

  12. John said:

    It pleases this Datsun fan. If for no other reason than new badges to collect. :)

    • _John said:

      How funny. My name is also John and I had the same thought. My 510 needs a grill badge. I like the idea of a new badge.

  13. Hermawan said:

    Good news for indonesian people like me

  14. Q8ijin said:

    in-Line 6 powerful engines –> Out

    Parts for vintage Nissans –> Out

    Skyline GTR –> Out

    Fun Z –> Out

    Datsun name –> Cheapened

    what a nightmare……I think the bankruptcy would have been better for Nissan than seeing this Mr. corporate & Renault take over!

  15. TyFc3s said:

    nobody’s seriously upset about Nissan doing exactly what they said they would do, right?

  16. Andrew said:

    “Datsun will provide sustainable motoring experience to optimistic up-and-coming customers in high-growth markets.”
    Read: Cheap, small and boring (emphasis on cheap, in all aspects of the word)

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