The Datsun return is being spearheaded by a Frenchman, and he will succeed.

Vincent Cobee's mission to reintroduce Datsun around the world is a mixture of irony, politics, auto industry counterintuition and a fair amount of raiding the corporate closet for new products.

Cobee, a Frenchman with a Harvard MBA, has been tasked by Nissan CEO Carlos Ghosn with re-establishing a name that Ghosn's predecessors killed in the early 1980s.

The Datsun name still stirs positive feelings among European and American consumers of a certain age who fondly recall the 1970s-era Datsuns. But western Europe and the United States are markets in which Nissan has no interest in reintroducing the brand. Datsun is targeted at Russia, India, Indonesia and South Africa.

"It's more than an irony that we're not going back there," said Cobee, 46, a tall and lanky father of three who trains for triathlons in his off time. "If I had my way, one day, I'd find a way to do that. But it's not in the plans."

Instead, Ghosn wants Cobee to establish Datsun as a low-cost aspirational brand in emerging world markets. In an industry in which automakers count on large vehicles and higher-priced models to deliver their meaty profit margins, Datsun focuses on products that retail for less than $7,000.

Cobee has not yet succeeded in India -- which the venture believes will someday become its volume market.

The popular press in India has been somewhat skeptical about Datsun as a business venture, despite rave reviews for the cars themselves. Datsun sold only about 13,000 cars there in its first 10 months. It is hoping for annual sales in India of 50,000.

Cobee acknowledges that he is facing a double challenge in India.

One is the automotive brick wall represented by Datsun's two larger competitors, Maruti Suzuki and Hyundai. The two automakers together control more than 60 percent of the compact market in India.

Word of mouth

Changing the rules

It must derive sales from a patchwork of markets in which consumers do not particularly want cars designed with other regions in mind. So Cobee's team is engaged in some contrarian industry thinking.

For starters:

• Datsun is building assembly lines before it launches sales. The brand has tossed out the accepted wisdom among importers that local production is possible only after local sales reach a critical mass. It is entering Russia, Indonesia and India with Datsun-designed vehicles built in local Renault-Nissan Alliance factories.

• And the assumption that entry-level markets are best served by a common global nameplate, such as the Ford Fiesta or the Volkswagen Golf? Datsun disagrees. Cobee believes the last thing consumers in India want is a car engineered for Spain or England.

"People only want to pay for what they want -- not what somebody in another country wants," Cobee said during an interview at the Geneva auto show. "What is important to Indian consumers? It's interior space, exterior compactness, price, styling, fuel economy, reliability, engine size and that's it.

"But what's important in Indonesia? It is seven-passenger seating. For Russians? It's high speed, vibration isolation, a very large trunk and the ability to withstand the cold. Heating isn't important in Indonesia. So why would you create one model for all markets?"

That means that Datsun is creating stand-alone local products instead of trying to sell a cost-efficient global car in multiple markets.

"I'm not going to develop new engines and platforms," Cobee says. "I'm going to look around the Renault-Nissan Alliance to find feasible solutions to create aspirational products that can be made in these markets.

"If I need to borrow or steal existing assets -- plants, transmissions, platforms -- I will. If they don't meet my expectations on weight, performance, cost, I will work on them."

In September, Datsun launched in Russia with its first car, the oddly named on-DO. The on-DO uses a flexible, multivehicle chassis called the V platform, of which Cobee headed development for Renault-Nissan. But the Russian car was styled in Japan, validated in Japan, engineered in Russia to Russian market tastes, fitted with a different transmission from the one used elsewhere on the V platform, and is now being manufactured in Togliatti, Russia, in an AvtoVAZ plant. AvtoVAZ is a part of Renault-Nissan, and Ghosn is its chairman.

Selling in 'tough places'

The results: After just seven weeks on the market, Datsun's 37 Russian dealers were selling 5,000 on-DOs a month. That made it the seventh most popular vehicle in the country, and propelled the new brand to No. 12 in a market with more than 30 marques.

Cobee finds some humor in his achievement: He must take Datsun into some difficult situations.

"We're selling cars in some tough places," he says. "These are places where inflation can be high or low, where foreign exchange can move wildly. The rupee, the ruble, the rupiah and the rand all saw tremendous change last year.

"We had presidential elections in India, Indonesia and South Africa and Brazil. And in the only place where we were not trying to sell during a presidential election, Russia, you might have heard about the little border conflict with the Ukraine.

"Growth and stability don't go together."

The other challenge is the Indian tradition of buying cars from neighborhood dealerships based on recommendations from friends and family. That is a tradition Datsun must simultaneously embrace and challenge, Cobee says.

One part of that will be adding dealers. He wants to end up with about 340 Indian dealerships, compared with 150 now. But he also wants to spread the news about Datsun's products through word-of-mouth and social media.

"That means you buy a Datsun because friends and family recommended it," he says. "Not because you saw our ad during a break at the cricket match."

Forecasters predict Indian auto sales will zoom upward in the coming decade. Cobee believes India will reach passenger vehicle sales of 5 million a year in the near future, up from 1,851,475 in 2014, according to the Society of Indian Automobile Manufacturers. The expected growth will create opportunities for competitive new brands such as Datsun.

"But to succeed at selling a car for under $7,000, we must be absolutely clear about one thing," he cautions. "You have to keep in mind that, for your customer, $7,000 is a massive personal investment.

"Decades ago, Datsun understood that customers expected a lot of car for a reasonable price," he adds. "We are continuing that tradition."

Lindsay Chappell

REPORT HERE

DATSUN is back, deliveries to start this week.

On March 19, the first Datsun cars sold in the 21st century will be delivered to customers in India. It fulfills a promise made two years ago to bring back the marque that made car ownership mainstream in Japan and numerous other countries, and now returns as the brand of choice for the risers in today's high-growth markets.

The first 21st century Datsun customers will be in India. They will be taking to the roads in their new Datsun GO exactly one hundred years from the launch of the first ever DAT car, in Japan. Over that century, Datsun went on to sell more than 20 million vehicles in 190 countries.

The keys to the new Datsun's will be handed over at celebration events planned for March 19 and March 20 in the Indian cities of Delhi, Chennai and Kolkata.

The Datsun GO will be offered through a network of more than 120 Datsun dealer outlets across the country. Detailed pricing will be announced on March 19th. As disclosed earlier, Nissan Motor Private India Limited will distribute Datsun vehicles in India.

Datsun is expanding rapidly around the world. New Datsun models will be introduced in Indonesia, Russia and South Africa later this year.

Datsun History

Datsun originated in Japan as DAT-GO (the DAT-car) almost a century ago in 1914. The word DAT means "lightning-fast" in Japanese but is also a reference to the first letters of family names of the three financiers who supported the business at the time: Den, Aoyama and Takeuchi. Using the same logic, it was promoted as Durable, Attractive and Trustworthy, or DAT for short.

In 1933, Nissan's founding father Yoshisuke Aikawa took over the business with a vision of "mobility for all." The introduction of a lightweight, economical yet resilient car to meet the aspirations of young Japanese people in the early 1930s was named the "son of DAT" – Datson - which later changed to Datsun. Local engineering and mass-production made the founder's dream a reality.

Datsun to produce a new model for Indionesia

• Datsun continues to unveil models developed for its key launch markets and introduces a second all-new car, developed for Indonesia - Datsun GO+
• Datsun confirms the introduction of another new model - Datsun GO to Indonesia in 2014
• Both distinctive and practical Datsun GO+ and agile Datsun GO will be priced below 100 Million Indonesian rupiah
• Datsun GO+ will create an all-new segment in Indonesia, being the only model with three rows of seats in this price range
• Both cars will be produced at Nissan Motor plant in Purwakarta, Indonesia

The Datsun brand is expanding its global footprint rapidly with today's world premiere of the all-new Datsun GO+ in Jakarta. Datsun also confirmed that the Datsun GO hatchback will become the second product in the brand's Indonesian range from 2014, with specific tailoring for the needs of Indonesian customers. Today's world premiere represents the Datsun model line-up debut in Indonesia.

"With the return of the Datsun brand, we are changing mobility. And we're ensuring greater access to the pride, independence and opportunities that car ownership provides. It's exciting to know that, for many Indonesians, the first new car they buy will be a Datsun," said Carlos Ghosn, Nissan Motor Co., Ltd. President and CEO, unveiling the cars.

The Datsun GO+ is a 5+2 MPV developed as a move-able cozy family lounge able to accommodate all family members in one car for the journey.

It is a modern distinctive car with sleek, dynamic silhouette and strong shoulder line. The clean and robust body styling will undoubtedly make it stand-out from the crowd. With its compact dimensions, the car is versatile and practical five-door three-row MPV with smart front-seating configuration. Depending on the family-customers' needs, the new Datsun GO+ will offer extra two seats in the back or an additional cargo space.

The car will be offered with Datsun Mobile Docking Station - the practical solution of smart-phones integration into the car.

The light-weight Datsun GO+ is equipped with a 1.2L engine and 5-speed manual transmission, tuned for fuel efficiency and good acceleration, whilst delivering agility on congested roads. And, its suitability for demanding city conditions is reinforced by its compact dimensions, with an overall length of 3,995 mm, width of 1,635 mm and a height of 1,485 mm. Its wheelbase is 2,450 mm, the key to its spacious interior.

The name of the car - Datsun GO+ - clearly highlights its membership of the new Datsun family, but at the same time refers to its extended capabilities.

Central to Datsun's philosophy is the principle that the cars' development and refinement is to be carried out by the engineers in the region following a careful study of the needs, lifestyle and driving patterns of local customers. The entire development process has been undertaken using the same processes and best practices to meet Nissan Motor's global technical standards.

By offering two models Datsun not only opens the door to personal mobility to a wide number of the up-&-coming families who will now be able to realize the dream of owning a new and modern car, but moreover creates a choice of practical 5+2 MPV or agile five-door hatchback without sacrificing any important features & qualities.

With launch of these two cars onto Indonesian market, the Datsun brand aims to account for up to 50% of the total Nissan Motor sales in 2016 in Indonesia and contribute to Indonesia's continued motorization and the governmental initiative aimed for boosting of domestic vehicles and components' production and introduction of accessible and eco-friendly cars in Indonesia.

Both cars will be priced below 100 Million Indonesian rupiah - a price point where very limited propositions exist at the moment.

As in all other markets where Datsun will be launched, the customers in Indonesia will get a worry-free ownership experience at competitive total cost, as well as accessible and transparent services.

Both Datsun GO and Datsun GO+ for the Indonesian market will be locally produced at the Nissan Motor plant in Purwakarta, 80 km east of Jakarta, Indonesia and will go on sale during 2014.

DATSUN GO, the car to mobilise a new generation

• Datsun is back; new Datsun GO unveiled in New Delhi, India.
• Datsun GO is the first Datsun car for the 21st century.
• Developed locally, Datsun GO will also be locally produced.
• Datsun is the third Nissan Motor Company's brand.
• Datsun stands for Dream, Access and Trust (D.A.T.).

DELHI, India – Datsun today unveiled the first new Datsun car for the 21st century. The all-new Datsun GO will be on sale in India in early 2014.

The Datsun GO is the realization of the commitment made by Nissan Motor Co., Ltd. in March 2012 to return the Datsun brand to the marketplace. Datsun is the third brand for the Nissan Motor Company along with the company's Nissan and Infiniti brands. Datsun will play an important role in the Nissan Power 88 mid-term business plan.

“This is an historic day for Nissan Motor Company and for our customers and partners in some of the world's fastest-growing markets. It's also an exciting moment for many women and men here in India who – today – come one step closer to realizing the dream of purchasing a car," said Carlos Ghosn, Nissan Motor President and CEO, when unveiling the car.

The five-door, front-wheel drive hatchback will come with a 1.2-liter engine paired with a five-speed manual transmission that offers optimal response time and agility in congested traffic.

With comparatively compact body dimensions (width – 1635mm; height – 1485mm; length– 3785mm), the car is spacious inside thanks to a wide stance and large wheelbase (2450mm), and offers ample headroom and an expanded front seating configuration. It will be a reliable partner for families, providing comfort to five occupants and agility in congested traffic.

For those customers never wanting to part with their favorite music and pictures Datsun GO will offer a very practical solution – Mobile Docking Station to connect with their smartphones.

Datsun GO is expected to be “a category up" in its price range, attractively priced below INR 400,000, or £4400 GBP or $6700 USD (based on current exchange rates, fluctuations, taxes and local requirements may mean price increases)

This all-new car has been built to meet the needs of recent rising group of optimistic customers in high-growth markets who seek better value propositions. These are people who want transportation that supports their everyday needs, but that also fulfills their dreams and ambitions for a better tomorrow. They are literally “on the move." They want to GO further, so the name of the car reflects this aspiration.

The name of the new car is inspired by the first Datsun, the DAT-GO, launched almost a century ago in Japan. Back then the cars brought mobility to people who had never dreamed of car ownership before. The reignited Datsun brand and the Datsun GO will bring a similar combination of aspiration and trustworthiness.

Datsun GO is high quality, stylish and modern, delivering an engaging driving experience. The overall Datsun customer offer will include a worry-free ownership experience, competitive total cost, accessible services, with transparent pricing, and dealership proximity.

“When a customer buys his first new car in countries like India, Indonesia, Russia and South Africa, first he dreams about it. To realize the dream, customers need to have access, feel a sense of belonging towards the Brand. Also, as this purchase will represent a significant part of their disposal income, it is important for them to have full trust in the brand and the product. So Dream, Access and Trust are key values for which the Datsun brand stands now," said Vincent Cobee, who leads Datsun.

Datsun models will be individually developed for different markets, but the concept will follow a common inspiration. Datsun GO will be the first of several Datsun models that will be launched later in 2014 in Indonesia, Russia and South Africa.

While Nissan Motor's Global design center in Japan was responsible for the Datsun GO styling, R&D and engineering development for the project were entrusted to local engineering resources and suppliers to ensure the product would suit local market conditions, preferences, tastes and needs, and would be accessible in terms of price and supply. The project development was of course backed by the full assurance of the global Japanese car manufacturer's accumulated expertise and quality assurance.

Datsun GO will be produced at one of the newest Renault-Nissan Alliance factories at Oragadam, in Chennai.