Nissan announces the closure of the legendary Datsun brand ten years after reviving it | International | News

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 Nissan announces the closure of the legendary Datsun brand ten years after reviving it |  International |  News

Japanese automaker Nissan announced Monday that it will stop producing Datsun-branded vehicles, ending a nearly 100-year history.

Datsun was one of the brands that helped establish Japan as a reliable automaker after World War II.

However, despite selling millions of vehicles, Datsun was withdrawn from the market in the 1980s.

In 2013, Nissan, owner of the brand, decided to revive it with a new series of low-cost vehicles that it considered “an important part of the company’s DNA.”

Nissan spokeswoman Azusa Momose told the BBC that the company will continue to sell the remaining Datsun units it has and will continue to provide after-sales service to vehicle owners.

“We can assure all current and future Datsun owners that customer satisfaction remains our priority“, he pointed.

More than 100 years of history

Before the creation of the Datsun brand, a vehicle called the DAT was built in 1914 by the Kaishinsha Motorcar Works in Tokyo.

The name DAT was an acronym made up of the names of the three main investors: Den, Aoyama and Takeuchi. In fact, it literally means: “fast lightning” in Japanese.

Actor Paul Newman while testing his Datsun car during a race in the 1970s. Getty Images Photo: BBC World

In 1933, Nissan founder Yoshisuke Aikawa purchased the company.

All this while imposing a previously launched model: the “DAT-son” or “The son of DAT”, which was very popular for being cheap and light.

Soon the name was changed to “Datsun”.

After World War II, the Datsun brand was consolidated in the markets of Europe, the United States and Asia and opened the door for Japanese manufacturers.

In fact, it was one of the main brands that Nissan promoted globally, along with Nissan itself and its line of luxury vehicles. Infinity.

In the 1970s, thanks to its fuel efficiency, Nissan offered it as an option over other brands that were considered “wasteful on gas.”

For that reason managed to sell more than 20 million units in 190 countries.

But in 1981, when Nissan unified all its lines under one name, the brand disappeared.

Datsun was one of the brands that helped establish Japan as a trusted car manufacturer around the world. Getty Images Photo: BBC World

Return

However, in 2012, Nissan announced that Datsun was returning and that it would seek to be in several global markets such as India and Indonesia.

At that time, like many car manufacturers, Nissan was facing reduced sales in Europe and the US. and was looking for new customers in emerging economies with cheaper models.

But despite reviving a well-known brand, sales have plummeted in recent years.

Nissan accepted on Monday that it will now focus on “models and market segments that bring more benefits to customers, dealers and the business,” as part of a transformation in the company’s global strategy. (I)

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