YOKOHAMA, Japan - Datsun pulled the covers off its all-new car for Russia on April 4, 2014 in Moscow.
The Datsun launch in Russia is particularly significant for the global expansion of the brand, as it is a key market that offers Datsun great potential for growth. It is also the first time in Datsun's history that the brand has been officially introduced to Russia.
The Datsun car was developed specially for the Russian market, but its concept follows the brand's common global philosophy of offering customers (known as risers) an engaging driving experience, peace of mind ownership and accessibility at the right and transparent price with a competitive Total Cost of Ownership.
The car was styled in Japan, while development was carried out locally by an international team of talented engineers drawing on Nissan Motor Corporation's 80 years of car manufacturing experience and technical expertise. The 21st century Datsun for Russia will deliver a rich, customer-orientated brand experience with no compromise in terms of accessibility, reliability and durability - values deeply rooted in Datsun's heritage.
Nissan Motor Co., Ltd. announced the return of the Datsun brand, Nissan's third global brand, alongside Nissan and Infiniti, in March 2012. Datsun will provide a sustainable motoring experience to optimistic up-and-coming customers in high-growth markets. Datsun represents 80 years of accumulated Japanese car-making expertise and is an important part of Nissan's DNA. Datsun vehicles will start sales in India, Indonesia, Russia and South Africa from 2014.
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.