Nissan resurrects Datsun brand, unveils 'Go' hatchback

We don't witness a global automotive manufacturer launch a new brand in India often. But, today was one such day, as Nissan relaunched the once-popular but now-defunct Datsun brand at an event in Gurgaon. Targeted towards the emerging markets like India, Indonesia, Russia and South Africa, Datsun is an important part of Nissan's plan to tap the upcoming markets and gain market share. With Datsun relaunched after more than three decades, Nissan now has three automotive brands targeted exclusively for each section of buyers. While Datsun chases the value-conscious buyers, Nissan would continue to cater to the middle-class customers and Infiniti would be aiming for the rich and affluent folks.

In addition to relaunching the new low-cost brand, Carlos Ghosn, President and CEO of Nissan, also unveiled the 'Go' hatchback, Datsun's first model that will go on sale in 2014 at a price less than INR 4 Lakhs. That would pit the Datsun Go squarely against Maruti-Suzuki Wagon-R and Hyundai i10, two top-selling cars in India. With abundant interior space as its trump-card, the new Datsun can attract buyers of the higher variants of Maruti-Suzuki Alto and Hyundai Eon as well.

Looking at the official pictures released by the company, it is clear that the Datsun Go is designed to impress. From the signature hexagonal grille up front that seems to have been inspired by Hyundai's recent design philosophy to the smart rear-end and the sharp creases that dominate the profile, the Datsun Go does look impressive. With a wheelbase that's as long as the Nissan Micra, the interiors are the real talking point of the Datsun Go though. The dashboard is a blend of colours, with two shades of beige nicely complementing the black shade. The dashboard-mounted gear lever and hand brake liberates lot of space between the front seats, which has been put to good use with what would end up being used as a baby seat. While some parts show obvious cost-cutting, few other parts like door handles, air-conditioner vents and buttons are shared with the Micra.

Though the specifications of the Datsun Go aren't released yet, it is expected to be powered by the same 1.2-liter petrol engine found under the hood of the Micra.

Underlining the significance of the Datsun brand and the new small car, Carlos Ghosn, President and CEO of Nissan, said “This is a 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.”

Following the Go, Datsun is expected to launch a raft of new models aimed at the budget-conscious buyers across the various target markets. With Dream, Access and Trust as its key values, Datsun is Nissan's answer to the Suzukis and Hyundais of the world. Will Nissan's three-pronged strategy work in India? Will Nissan get the positioning of the brands right? Well, wait till 2014 for the answers.