Most of us will know the Datsun brand, now better known as ‘Nissan’, for beloved classics such as the 240Z, Bluebird 1200, and Hakosuka/Kenmeri Skylines. However, in India, the brand is considered, as described by local media, as “cheap, stripped-down Nissan” and selling only roughly 1500 units per month.
Relaunching the brand in 2013 for the second time, the (now disgraced) CEO Carlos Ghosen saw the Datsun brand as a way to increase Nissan’s sales, with affordability being the targeted selling point. Unfortunately, the brand was destroyed in the market by Hyundai, Suzuki, and even Renault. Now facing a sales collapse, stacked on top of an already public regulatory scandal, financial misconduct by Ghosen, and the whole Covid-19 situation, the brand is set to disappear once more.…
