It cost $200 million to switch the marketing slogan from “Datsun, We Are Driven.” to “The Name is Nissan.” After that, $50 million more was spent.
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Datsun
The name “Datson,” which denoted the new car’s smaller size in comparison to the bigger DAT vehicle already in production, was chosen by DAT Motorcar Co. in 1931. Since “son” also implies “loss” (Sun son) in Japanese, the name “Datson” was altered to “Datsun” after Nissan acquired control of DAT in 1934. Additionally, the name Datsun: Dattosan was adopted (datsutosan, Dattosan). The 510, Fairlady roadsters, Z and ZX coupes, and the Datsun moniker are recognized around the world.
Recall Datsun? It’s Resurfacing From the Rubbish Piles
You likely know about Datsun if you loved or were a car enthusiast in the 1960s and 1970s. A new generation of shoppers from other countries will also soon be aware of it.
Doesn’t seem familiar. Datsun existed prior to Toyota, of course. Its first automobiles were put up for sale in Japan in 1931, five years ahead of Toyota.
Up until Nissan Motor Company, the owner of Datsun, controversially dropped the Datsun brand in favor of its own in 1986, the company was a significant player in the worldwide auto industry.
Nissan announced on Tuesday that it would resurrect the Datsun brand for a series of affordable small cars that would be offered for sale in Russia, India, and Indonesia. Carlos Ghosn, the CEO of Nissan/Renault, made the news while on a visit to Jakarta. Along with Nissan and Infiniti, Ghosn wants Datsun to become Nissan’s third international brand.
Nissan can probably avoid the problems it ran into in the US when Datsun was kicked out in 1981 by sticking to new models for emerging countries.
One of the most noteworthy branding decisions in the history of the auto industry was Nissan’s choice to rename Datsun to Nissan. Datsun had been selling cars in the United States since 1958, when Nissan dispatched two executives to aid in increasing sales and brand recognition.
Like Toyota, Datsun started off slowly but acquired popularity thanks to the Z sports car, currently regarded as a classic, and the fuel-efficient B-210 small (marketed as the Bluebird internationally). Steve Wozniak, a co-founder of Apple, was one of its prominent supporters and even made an appearance in a Datsun ad.
Therefore, when the corporation started the process of changing its American dealerships and badges to Nissan, many owners were taken aback. It was a well-known brand in Japan, where its parent business was a major player in the industry.
However, Nissan was not well-known in the United States, and the change caused a great deal of confusion among American automobile buyers. It took time for Americans to get used to saying Nissan. According to several analysts, the decision likely cost Nissan crucial time in its battle with Toyota and Honda.
There are now no plans to sell the new Datsuns in the United States, but that may change depending on how well they perform in the European and UK markets.
Even if he (and the automobiles) won’t look like this, The Woz is still alive and well to star in another commercial.
According to reports, Nissan would no longer use the Datsun brand name in developing markets.
The cars and trucks Nissan displayed at the 1959 Los Angeles Auto Show when it first entered North America in 1958 were known as Datsuns. And this branding persisted for them until 1983.
In fact, the Datsun brand was the foundation for the company’s very survival in this continent. The Datsun 1600 Roadster, the Datsun 510 sedan, the now-famous Datsun 240Z, and the original Datsun King Cab compact pickup truck were among the models that helped establish the popularity of Japanese automobiles in North America as well as their reputation for performance and dependability.
Instead of Toyota, Honda, or Volkswagen, Datsun was the most popular import brand in the US in 1975.
The business then stated that the Datsun brand name would be changed to Nissan in the fall of 1981, purportedly as part of a global marketing strategy. It took a long time, cost a lot of money, and caused a lot of market turmoil before it was finally finished in 1986.
The Datsun brand was revived by the business in 2012, but only for a few entry-level models that were offered in emerging regions like Indonesia, Nepal, South Africa, India, and Russia.
In reaction to persistent financial challenges made worse by the Covid-19 outbreak, Nissan is now preparing to phase out the Datsun brand once more, according to an article in Automotive News Europe. The story stated that the plans still need to be evaluated by Nissan’s board and could possibly alter.
The Datsun brand of Nissan is revived after more than 30 years.
It was one of the brands that supported the growth of Japanese automakers in the US and Europe.
The Datsun was the go-to vehicle for the average driver fed up with unreliable gas guzzlers in the 1970s because of its high fuel efficiency.
The Datsun has now been revived, more than 30 years after Nissan opted to discontinue the brand.
An updated model, geared toward first-time automobile buyers eager to climb the auto ownership ladder, was introduced in India on Monday.
Next year, India will begin selling the new 1.2-liter five-seat hatchback for less than 400,000 rupees ($6,670; APS4,500). Additionally, Russia and Indonesia will sell it.
According to the brand’s new website, Datsun is the name of “the Riesers Young innovators who are ahead of the curve in fast-growing markets “.
The white and contemporary styling of the new car stands in stark contrast to the outmoded, square design of the past, when brown, orange, and red were the most popular colors.
In 1914, the first Dat-Car (Dat-GO in Japanese) was introduced. It literally means “Lightning quick” and was given the company’s three investors’ first names.
The Datsun brand was phased out in 1981, and Nissan took its place as the company’s flagship brand after selling 20 million automobiles in 190 nations.
But Renault-Nissan CEO Carlos Ghosn said, “The Datsun is back… Datsun will help people fulfill the goal of owning a car,” at the introduction of the new Datsun Go in New Delhi.
FOR NISSAN, THE DATSUN NAME SHIFT IS EXPENSIVE
This is a scanned version of a print-era story from The Times that was published before internet publication began in 1996. The Times does not change, edit, or update these articles in order to maintain their original form.
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The Nissan Motor Company Ltd., the fourth-largest automaker in the world, has just spent two years and millions of dollars trying to discredit one of the more well-known auto brand names in our nation.
The Japanese company, which has been in business for 50 years, is in the process of dropping the Datsun brand so that it can unify its global marketing efforts under a single corporate name. The business began marketing all of its vehicles under the Nissan brand in October of last year. All vintage cars that still sport the Datsun logotype now also feature a Nissan tag.
The business declined to provide a cost estimate for the transition, but Walter Margulies, head of corporate makeover firm Lippincott & Margulies, estimated that the change could easily increase Nissan’s normal promotion expenses by $50 million to $100 million.
The change affects the nation’s 1,100 dealerships in a number of ways, including the need for new business cards, brochures, billboards, and legal expenditures for those who must re-incorporate under new names. According to Robert Kent, Nissan’s vice president of marketing services, the effort to replace the two or three largest signs at each Datsun dealership will cost more than $150,000.
Dave Crounse of Central Datsun in Schenectady, New York, estimates that replacing his 60-foot-tall neon sign will cost him between $12,000 and $15,000. He is waiting for Nissan’s judgment in March regarding whether or not to cover these expenses.
Nissan, which exports automobiles to 130 nations, said that in the majority of markets, including the domestic market, its vehicles bear the parent company’s logotype.
According to John McDonnell, a Nissan spokesman in the United States, Nissan expects the change will harmonize the company’s global image, similar to many other businesses that have altered their names.
It wasn’t our decision, Mr. McDonnell said. In Japan, people were proud of their names, so they decided to keep using them.
In doing so, the business abandoned the Datsun brand, which according to its own studies was recognized by about 45% of American consumers polled. In contrast, the Nissan name earned 1% in what are known as unprompted brand recognition assessments two years ago. The business acknowledges that only 6% of people surveyed can still name a Nissan vehicle.
But sales are one thing, and popularity is another. Despite the name change, Nissan automobile sales in this country reached a record 521,902 in 1983, an increase of 11% from the year before.
Nissan revives the Datsun brand with the Go vehicle.
Today, Nissan formally brought the Datsun brand back to life after nearly three decades in obscurity.
Before 1984, when Nissan replaced Datsun as the company’s primary automobile brand in the United States (and everywhere by 1986).
Nissan will now, at least initially, utilize the Datsun moniker for a series of low-cost vehicles in emerging regions. The Nissan and Infiniti brands continue to be superior to Datsun.
The new Datsun Go sedan, which was launched in Delhi, India on Monday, was the first new vehicle to feature the once-familiar Datsun brand and circular logo since then. The automobile was unveiled by Carlos Ghosn, CEO of Nissan and partner Renault.
The tiny front-drive GO hatchback was created locally and in Japan, and it will be produced at the Renault-Nissan Alliance plant in Oragadam, India. It will go on sale in India at the beginning of the following year for less than 400,000 rupees, or around $6,600, according to the manufacturer. It had a five-speed stick transmission and a 1.2-liter three-cylinder engine.
Datsun will create further entry-level vehicles in the future for areas like Indonesia, South Africa, and Russia.
At American vehicle exhibitions earlier this year, Nissan representatives stated that no Datsuns will be sold in the United States. Period.
The sporty Datsun 510 sedan and 240Z coupe that established the brand in the United States in the late 1960s and early 1970s are not likely to be represented by the Datsuns that will be marketed worldwide. However, they may expand the company’s clientele in expanding markets without tarnishing the Nissan name.
“This is a historic day for Nissan Motor Company as well as for our clients and business associates in some of the markets that are expanding the quickest. It’s also an exciting time for many Indian women and men who have today moved closer to achieving their ambition of owning a car “In revealing the vehicle, Ghosn stated.
The 12-and-a-half-foot-long, five-door, front-wheel-drive hatchback will have a 1.2-liter engine mated with a five-speed manual transmission that Nissan claims provides the best response time and agility in crowded traffic. According to Nissan, the moniker Go is intended to symbolize the aspirations of the expanding middle class in India. As a result, the little car has a docking station for smartphones that enables access to music and photo storage.
According to Nissan, the new vehicle’s moniker was motivated by the DAT-GO, the brand’s debut automobile from Japan in 1914. In the 1930s, Nissan Heavy Industries acquired the business.
The company’s choice to shed the Datsun brand name in the 1980s was an extremely costly endeavor that at the time received harsh criticism from American marketing professionals. Nissan, a brand that was then unknown, was being used in place of a well-known household name by the firm. The Datsun moniker continued to be more well-known than Nissan for many years after it was deleted in marketing surveys.