Nissan Bringing Back Datsun?

Bertel Schmitt
by Bertel Schmitt

The Nikkei [sub] says that Nissan is bringing back the Datsun brand as the badge for its low-cost offerings in emerging markets. The Nikkei is talking about cars “with a price tag of around 5,000 dollars.” The Nikkei makes this announcement without quoting sources.

We are unable to get any comments on that story. Not because The Nikkei put it on the wire at 5:34 pm in the evening – at that time, most people still work in a Japanese company.

However, this is the first day of July, and from July through September, automakers in Japan will not work on Thursdays and Fridays, but over the weekend instead. We’ll see whether we can get a comment.

Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href=""> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href=""> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • Old Guy Old Guy on Jul 01, 2011

    Maybe they'll bring back my 2-door 1972 510 five-speed. Once you replaced the cheap-o rim protectors with radials, that car was a ball to drive. Cost about $2,200, as I recall, but I'd be willing to as high as $5,000. The sheet metal was as thin as an oilcan and the seat belts had no retractors.

    • See 1 previous
    • Frozenman Frozenman on Jul 01, 2011

      @frozenman Now that I think about it, this is why i dumped the gas hog truck and bought a 2011 Forester (green) with a 5spd manual. I guess I've come full circle?

  • Bryce Bryce on Jul 01, 2011

    Bring back the 1600/510 Ill have one

  • Jkross22 The contrived, forced, overproduced jokes and antics were fun 15 years ago, but it's been the same thing over and over since. The last few years of Top Gear were heading this direction and the 3 were phoning it in. They should have either done something completely different and tried something new. Instead they played it safe.
  • SCE to AUX "...identified during our rigorous validation process"Not so rigorous, if they ended up on dealer lots. 🙄
  • Ras815 Their naming scheme is almost as idiotic as having a totally separate Polestar brand for EVs that look exactly Volvos. But you can tell it came from the same idiocy.
  • Dukeisduke "The EX naming convention is used for the automaker’s new and upcoming EVs, the EX30 and EX90."Only upcoming when they can figure out the software.