Is Datsun headed for a comeback in the United States?
According to a source close to Nissan, relaunching Datsun could be a "fun project" to undertake, after a quarter-century absence from the market.
Should the Datsun brand indeed return to the United States, it would serve a different purpose than it does in emerging markets, where Nissan first relaunched it nearly two years ago. Reinstating the Datsun name gave Nissan a new, lower entry point into emerging markets—including the Middle East, Indonesia, Russia, and South Africa—beyond its existing lineup of cars and trucks. Currently, Datsun sells only the Go hatchback and Go+ MPV in some emerging markets, and that model would require significant reworking and a thorough crash test rethought before becoming saleable in the United States.
In its heyday, as predecessor to the Nissan brand as it exists today, Datsun flew its flag in the U.S. from 1958 to 1986, introducing Americans to models like the 510 sedan, 720 pickup, and 240Z hatchback.
Our source indicated that there is life in the Datsun name beyond a low-cost model lineup, akin to Scion and Mini's takes on attracting younger demographics—for whom Datsun is an entirely new brand—although no firm plan of action is yet announced.
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