Nissan Resurrects Datsun Brand to Target Emerging Markets

Mar 21, 2012 03:21 PM EDT

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Nissan Motor Co. CEO Carlos Ghosn speaks at a news conference in Jakarta March 20, 2012.

Nissan Motor Co. CEO Carlos Ghosn speaks at a news conference in Jakarta March 20, 2012. (Photo : Reuters)

 

Nissan has confirmed the ongoing rumor on resurrecting the Datsun brand with the intention of targeting emerging markets, according to today's press release.

 

The brand name Datsun had been discontinued since 1981, but the name is still prominent as Nissan claims. Carlos Ghosn, the CEO of Nissan met with Indonesian President Susilo Bambang Yudhoyono and made an announcement to bring back Datsun brand to strengthen the company's presence in emerging markets, including Indonesia, India, and Russia.

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

 

Asia has been a new growing market for auto industries. Last year in Indonesia, 890,000 vehicles were sold. Nissan is currently the third best-selling brand in the country with Toyota being number one.

 

With Datsun being the third brand alongside Nissan and Infinity, the total capacity is expected to increase up to 250,000 by 2014. The Japanese-automaker, who plans to invest $400 million in Indonesia over the next two years, has the goal of selling 60,000 cars there by the end of the year. Workforce is also expected to increase to 3,300.

 

 

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