Should Nissan bring its resurrected Datsun brand to Canada?

By John LeBlanc Japan’s Nissan has released sketches of the first vehicle to wear its resurrected Datsun badge. But Canadian new car buyers shouldn’t get too excited, for now at least, the 21^st century Datsuns are for emerging market buyers only. Set to debut in New Delhi, India later this month, the yet un-named Datsun small hatchback (seen above in an offical sketch) will initially be sold in India, Indonesia, Russia and South Africa starting in 2014. With more models to come, the new-age Datsuns will be part of a two-tier brand strategy that will continue to see Nissans sold in the same markets. But the Japanese automaker is being adamant that Datsun-badged vehicles won't be “bargain-basement” cars. Many Canadians have fond memories of their Datsuns. After becoming one of the largest industrial complexes in Japan during World War Two — building engines, trucks, and airplanes for the Japanese military — parent Nissan decided to export its "Datsun" vehicles in the 1950s. By 1961, Nissan was selling a handful of Datsuns in Canada. Eventually — with vehicles like the Sports Roadsters, compact pickups, 510 sedans and wagons and the groundbreaking 240Z sports car — by 1970 Nissan had become one of the largest auto exporters in the world. But with the desire to make the Nissan brand truly global, the Datsun name was dropped in 1981. Flash forward 32 years, and Nissan thinks its time again for the Datsun name. I don’t know how different these cars will be to their Nissan counterparts in regards to engineering, features or price, but the Japanese automaker says the new Datsun vehicles will “offer up-and-coming customers in high-growth markets an engaging driving experience, peace of mind ownership and accessibility at the right and transparent price with a competitive total cost of ownership.” In truth, Nissan may be hoping for the type of success its French partner Renault is having with its do-called downmarket Dacia brand. In Europe, where recession weary buyers are looking for the most bang for their automotive Euros, the Dacia Duster small SUV is Renault’s best selling model so far this year — even more popular than the Renault’s perennially best selling Clio or Meganne small cars. Unfortunately, like the new Datsuns, Dacias aren’t sold in Canada. But do you think either brand of cheap wheels would work here? Is Nissan missing an opportunity by not importing its new Datsun vehicles to our shores? Source: Nissan  

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