In the early 1980s, Nissan firmly took control of its Datsun brand and, after half a billion dollars in advertising, dealership name changes, and millions of confused customers, it successfully replaced the once venerable namesake and badge with its own. Now the automaker looks to bring the name back to life as part of its lineup.
Speculations to Nissan’s motives are rampant. According to UK auto pub Auto Express, Nissan may use the resurrected Datsun simply as a brand aimed at emerging automotive markets like China and Russia. The automaker could also position Datsun as its brand for inexpensive vehicles. Partner Renault uses its Dacia brand in the latter manner, and there’s speculation that future Datsun models may be rebadged Dacia vehicles. There is precedence in such a move: in the Sixties, Nissan positioned its vehicles in the luxury segment while Datsun continued to sell to the masses.
Finally, we here at Automotive.com see a third option with Datsun as a competitor to Toyota’s youth-oriented Scion brand.
Automotive.com’s take: There’s little else on Datsun’s return except the development of a concept car and an all-new Datsun logo. What are your memories of the brand? Do you have a favorite vehicle? The Datsun 240Z, which lead to Nissan’s Z lineup, is one of the most well-known Datsun vehicles here in the states, but the 510 has an undeniable cult following.
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