Datsun Debuts in Russia with Datsun on-DO
Nissan recently resurrected the Datsun brand and has now, for the first time, launched it in the Russian auto market with the debut of the Datsun on-DO. The Russian arrival of the Datsun brand marks the 100 year anniversary of the first DAT car that was created in Japan, where current Datsun models will continue to be designed.
Russia is the first market in the world to feature all three Nissan brands—Nissan, Infiniti, and Datsun—and that’s no mistake. Nissan is targeting Russia specifically for a successful future in the global automotive market.
Carlos Ghosn, President and CEO of Nissan Motor, made the following statement when introducing the brand in Russia: “Today, Russia is our company’s 5th largest market in the world. In the next three years, we are aiming to triple our sales here—with the goal of doubling market share. And we expect the Datsun brand to contribute as much as one third of total sales. By drawing on our company’s 80 years of manufacturing and technical expertise—and by leveraging the engineering skills, market knowledge, and production capabilities of our Alliance partner, AVTOVAZ—we will deliver a Datsun line-up for the 21st century. And these cars will be fully in touch with the needs and preferences of Russian drivers.”
Check out Ghosn’s full introduction in the video below:
The Datsun on-DO is the first model poised to be in touch with the needs and preferences that Ghosn speaks to. The four-door five-seater is a family sedan that boasts a best-in-class trunk capacity of 530 liters and is powered by a 1.6-liter gas engine that is good for 87 hp. The name Datsun on-DO is a unique hybrid of the Russian and Japanese language. “DO,” which means “way” in Japanese, is “deeply embedded in the Japanese psyche” and represents Nissan’s unique way of doing things for its drivers. Meanwhile, “on” refers to the Russian “he,” symbolizing the rugged performance and masculinity of the on-DO.
Specific pricing for the Datsun on-GO has not yet been announced, but Nissan reports that it will be priced below 400,000 Roubles. Sales will start this summer via 25 dealerships, thanks to Nissan dealership investors. Within the next two years, Nissan hopes to have another 75 outlets dotted throughout the country.
“In markets where Datsun has been introduced so far, the brand represents modern, attractive, practical and reliable new cars as symbols of freedom and of a newly-found status. The Datsun models are new, no-compromise designs that bring modern levels of engineering, styling and ability within the reach of a new generation of car buyers,” said Vincent Cobee, Corporate vice president and Global Head of Datsun.
Cobee added, “We have thoroughly researched our customers’ needs and aspirations and worked hard to develop cars that are well adapted to the local environment in each market where they will be offered. The result is Datsun models which will bring a refreshing combination of accessible, reliable and enjoyable car ownership attributes to a new generation of up-and-coming customers, whom we call risers.”