Datsun brand axed... again

Datsun is dead once more after Nissan announced it would pull the plug on its budget brand globally.

After coming back in 2013 for developing markets such as Indonesia, Nepal, South Africa, India, and Russia – at the behest of former Nissan CEO and international fugitive Carlos Ghosn – Automotive News reports the Japanese marque has once again been shown the door – this time for good.

Despite the brand only expanding into the aforementioned countries again in recent years, its manufacturing operations in Russia and Indonesia closed in 2020, and this week its presence in India shut down too.

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In 2021, Datsun’s sales in India dropped by 40 per cent compared to the year prior to 4296 units – a significant fall from 40,443 examples shifted in 2017.

“For many thousands of owners worldwide, Datsun continues to provide an engaging driving experience, peace of mind ownership at the right price and great value,” Nissan said.

“As part of [our] global transformation strategy, Nissan is focusing on core models and segments that bring the most benefit to customers, dealer partners and the business.”

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Launching in Australia as a sub-brand to Nissan in 1961, the manufacturer found success amid the oil crisis of the 1970s before folding internationally in 1986.

Its rebirth was planned to position the brand as an alternative to other low-cost marques – similar to fellow Alliance manufacturer Renault with its Dacia sub-division – but low sales curtailed plans for Datsun to go global again.