Japan’s automaker Nissan has announced that it will be halting the production of vehicles under the Datsun name, which dates back to a century ago. One label from Japan’s past helped them become internationally present following World War II.
Datsun was a household name all over different countries, but in the 1980s, it was phased out. Then after three decades, the company brought back the brand and called the new array of cars “an important part of Nissan’s DNA.”
Nissan told the BBC that it would continue selling cars from the Datsun brand, offering aftersales services for their owners.
“We can reassure all existing and future Datsun owners that customer satisfaction remains our priority,” she further stated.
The Datsun was developed from the DAT car, which was created in 1914. It had three investors, Den, Aoyama, and Takeuchi, who named their company after themselves with an acronym that means ‘lighting fast’ in Japanese.
Furthermore, it was marketed as Durable, Attractive, and Trustworthy, thus DAT.
Nissan founder Yoshisuke Aikawa led the company to new heights in 1933. In the 1930s, the company introduced an economical and lightweight vehicle called “DAT-son” or “the son of DAT.”
It was ultimately changed to Datsun – a Japanese name used to promote Japanese automakers after World War II. It’s one of Nissan’s major brands globally, aside from their own label and luxury brand Infiniti.
Later in the 1970s, the fuel-coherent Datsun was marketed as an option for daily motorists seeking a substitute for unreliable gas guzzlers. Approximately 20 million Datsun vehicles were sold in 190 nations globally.
The brand was phased out in 1981 as Nissan became the company’s main focus.
Nissan then launched the comeback of the Datsun name in 2012 and sold vehicles as part of the name in nations like India and Indonesia.
In Monday’s announcement, Nissan said it will now divert its efforts to “core models and segments that bring the most benefit to customers, dealer partners, and the business” under a global transformation strategy.
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