Nissan will remove its Datsun brand
- The Nissan group (Nissan, Datsun, Infiniti) has decided to abolish its entry-level brand Datsun, which was relaunched in 2014, after a long period of extinction, to create a range of low-cost models for the markets such as India, Brazil, Russia or ASEAN countries.
- The Datsun brand could have played the role that Dacia has held since 2004 within the Renault group, with the success that we know. Unfortunately, Datsun's sales have not emerged as much as expected.
- While Dacia's sales reached nearly 700,000 units worldwide in 2016, nearly 800,000 units in 2018 and nearly 900,000 units in 2019, Datsun sales have never been able to reach 100,000 units per year. year. They did not exceed 87,323 units in 2016, then fell to 82,352 in 2017, 72,659 in 2018 and less than 60,000 in 2019.
- With such a sales volume, much lower than the targets set by Nissan management, and a decline observed since 2017, the Datsun brand could not be viable in the long run and its survival seemed extremely problematic, especially since the Chinese market could not be an outlet for this type of low-priced vehicles, since Chinese manufacturers offer cheaper and larger models with higher benefits.
- The new management of Nissan (which was set up after the departure of Hiroto Saikawa) has therefore decided and decided to remove the Datsun brand that will take effect in 2020.
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