Datsun reveals sketches of first new global model

Yokohama, Japan, July 1, 2013: Datsun today revealed sketches which preview the first new-generation Datsun car. The car, a five-seater hatchback (internal code: K2), is to be unveiled at a world premiere in New Delhi on July 15, 2013.

The car will be the first product targeted at the Indian market and the first of the future Datsun model line-up to be launched from 2014. In March 2012, Nissan Motor Co announced the return of the Datsun brand, Nissan's third global brand, alongside Nissan and Infiniti. The re-introduction of the Datsun brand, after 32 years, is part of the company's ambitious Nissan Power 88 mid-term plan to achieve 8 percent of global market share and 8 percent operating profit by fiscal year 2016.

The Datsun brand is aimed at high-growth markets like India, Indonesia and Russia in 2014 to be followed by South Africa later in the year. While Datsun models will be individually developed for different markets, the concept will follow a common goal. Nissan says all future Datsun models will offer customers in high-growth markets an engaging driving experience, peace-of-mind ownership and accessibility at the right and transparent price with a competitive total cost of ownership.

Nissan is banking heavily on the Datsun brand, which is targeted at the budget end of the market where there are huge volumes. The Japanese company expects to sell around 150,000 to 200,000 Datsun-badged cars in India every year.

The new brand hopes to use a blend of affordability and aspiration to hook the vast Indian middle-class into buying Datsun cars. In an interview to Hormazd Sorabjee, editor, Autocar India, in April 2013, Vincent Cobee, head of Datsun, had said: “India is a tough market and it’s not going to be a picnic for us, but we believe Datsun can crack it with modernity and a superior product.”

“Datsun will bring competitive products and services, modern and aspirational, while at the same time reassuring, providing superior value and specifically developed for the emerging and ambitious new middle class in high-growth markets. The Datsun cars will be locally developed with the support of Nissan Motor Company engineers and stylists and will be locally produced,” said Cobee.

Datsun’s first model for India, a five-door hatchback, will be powered by the same 1.2-litre, three-cylinder petrol engine as in the Nissan Micra but in a different state of tune. Datsun has focused on driveability and low-end performance to make the K2 easy to drive. Aimed squarely against the Hyundai i10 and Maruti Wagon R, this Datsun hatchback is expected to bear a sticker price of around Rs 3.2 lakh when it goes on sale in India in mid-2014.