Even as it sets eyes on garnering a sizable space in a segment where it has no presence at the moment, Japanese car maker Nissan Motor Company is betting big on “the well-balanced pyramid in India” to make a success out of its soon-to-be tested Datsun strategy.
Couple of months ago, Nissan resurrected the heritage brand Datsun, discontinued way back in 1981. While doing so, it signalled its decision to cut deep into the fast growing small car markets such as India, Indonesia and Russia with Datsun.
In a free-wheeling chat with this correspondent, Ashwani Gupta, Programme Director, Control Corporate Plan Group, Datsun Business Unit, Nissan Motor, asserted that “India is a key strategy market for us.” A combination of factors ranging from high level of education to spirit of entrepreneurship and the huge contingent of youth in the total population had all been a tempting invitation for Nissan to “offer an affordable value proposition product,” he said.
Stating that Datsun products would fit in nicely with the aspirations of this segment of customers, Mr. Gupta said brand Datsun stood for “modern, affordable, generous and fuel-efficient products.” Datsun, he insisted, would return on the back of the slogan “global brand, local product.”
To a query, he said “modern engineering will induce the DNA to be fuel-efficient, and integrate it (the DNA) into the value proposition.” Since the focus “is on modern engineering, unique platform and local production,” he felt Nissan was well-positioned to “take headwinds in future.”
Mr. Gupta said Nissan at present had no products in around 40-50 per cent of TIV (total industry volume) in India.
“Any value proposition you offer in this space, provides one a great opportunity,” he added.
“Datsun brand of products have the right proposition to deliver this core offer at a price point below Rs.4 lakh,” he asserted.
Each target markets — India, Indonesia and Russia — would have a Datsun branded locally-made product tailored to local needs, he added.