Nissan and Mitsubishi Motors share the 2022-2023 Japan Car of the Year (JCOTY) award with the Nissan Sakura/Mitsubishi eK X EV being awarded the title this year. Besides being the second consecutive year for Nissan, this is the sixth time that a model of the brand has won the overall title which has been annually awarded since 1980. For Mitsubishi Motors, it is the fourth time receiving a JCOTY award.
The minivehicle was among 11 finalists (one more than usual as there was a tie) from 48 nominees. This year, among the Best 11 Cars, 4 models were from foreign brands – the BMW iX, Hyundai IONIQ 5, Range Rover and Renault Arkana. The Japanese models were the Suzuki Alto, Nissan X-Trail, Nissan Fairlady Z, Mazda CX-60 e-SKYACTIV-D, Toyota Crown, Nissan Sakura/Mitsubishi eK, and Honda Civic e:HEV/Civic Type R.
Since being launched in 1991, the Nissan Serena has had a varied model cycle through 5 generations, as long as 8 years (first generation) and as short as 5 years (third generation). Nevertheless, it has been a popular MPV in Japan because of its family-friendly design which has evolved with the changing needs of customers.
The sixth generation (C28) launched recently continues with this successful formula while offering new powertrain technologies and safety systems. Though having some visual similarities to the C27 generation, the new Serena has revamped styling, while maintaining roughly the same footprint. It also has the widest windscreen in the MPV category (1.2 – 2.0 litre class with 7/8-seats).
Although most people would only know of Skoda when the Czech Republic is mentioned, the country had many other automakers before World War II but almost all no longer existed the 1940s. Under communist rule until the late 1980s, only Skoda and Tatra were designated to make passenger cars but there was also another company which was directed to make commercial vehicles.
This was Praga which has a history going back to the late 1800s as a heavy industrial manufacturer of everything from bridges to steam trains. It moved into vehicle production in the early 1900s, making its first car in 1907, and grew to be a major manufacturer of cars, motorcycles, commercial vehicles and aircraft. Praga-built trucks, in particular, dominated the roads in the firm’s native Czechoslovakia.
With the fall of Communism in Czechoslovakia in 1989, Praga – still a major presence around Central Europe – was able to set its own agenda again as a privately owned company. While still specializing in trucks, it has also been making motocross motorcycles, racing karts and even an aircraft.
It has now unveiled a hypercar inspired by the Praga Alfa car which won the important 1933 1000 Miles of Czechoslovakia road race 89 years ago. Praga is no stranger to high performance, having re-entered the racing car market 10 years ago with its R4S and R1 cars. These are winning events in one-make, mixed prototype and mixed endurance race series in Australia, Dubai, the UK and USA.
For a limited period (while stocks are available), every new unit of the Nissan Almera Turbo will come with a free Tomei Aerokit Package worth RM8,000. Tomei, a well-known tuner in Japan, collaborated with Edaran Tan Chong Motor (ETCM) to develop this package exclusively for the sedan.
The Tomei Aero Package is available for all three variants of the Almera Turbo with the top VLT version having all the items. These are a 5-piece aerokit consisting of a front and rear (two sections) bumper spoilers, side skirts, sport pedals with footrest, door handle protectors (4 pcs), kickplate for the door sills. Door visors, and ICE Cool Tinting.
The other two versions come with the 5-piece aerokit and a bootlid spoiler, ICE Cool Tinting Film and the sport pedals with footrest. All bodykit items come in a 2-tone colour scheme.
A Tomei GT Wing (shown below) specially designed for the Almera Turbo is also available, price at RM1,400 (inclusive of installation). For a limited period, ETCM is offering the Tomei GT Wing to Early Bird buyers with a 50% discount.
All the items are factory-fitted to ensure the same high quality as the rest of the car. Each item also comes with a warranty against manufacturing defects for a period of 3 years/100,000 kms (whichever comes first).
Downsized but performance not sacrificed The Almera Turbo’s powerplant is a good example of how downsizing engines, an industry trend, has been achieved without sacrificing performance and yet giving better fuel efficiency. The HR10DET engine generates 100 ps/152 Nm – comparable to a 1.5-litre engine – but owners have reported being able to get up to 49.5 kms/litre! Should the price of RON95 petrol (currently subsidised by the government) go up, Almera owners will be happy that they have a fuel-sipping engine.
The Almera Turbo range is priced from RM83,888 to RM95,888, with the Tomei package free while stocks last. For more information, visit the Nissan Malaysia website at www.nissan.com.my. Test-drives are available at all Nissan showrooms throughout Malaysia. For those who are not able to visit a Nissan showroom, they can still experience the car by requesting for a test-drive at their home or office. The request can be made at the Nissan Online Showroom at nissan.com.my/onlineshowroom/.
Incidentally, Via the Lazada Nissan Flagship store, a booking fee (RM250) can be paid online to start the purchase process. A sales representative will then be in touch to assist in completing the rest of the process.
Edaran Tan Chong Motor (ETCM) has officially opened an upgraded Nissan 3S (sales, service and spare parts) outlet in Rawang, Selangor, to better serve customers and owners in the surrounding areas. The outlet, a branch of ETCM, was originally a sales outlet only but has now been enlarged to offer the full range of services required by customers.
Besides being upgraded, the new 3S outlet incorporates the Nissan Corporate Identity with the new Nissan logo, in accordance with NRC-NEXT (the global Nissan Retail Concept). This follows Nissan’s enhanced global plan to innovate Nissan showrooms and provide customers with an elevated brand experience.
Visitors to the showroom will experience a new and comforting environment with a modern interior layout and furniture design. Customers can view all Nissan models, with a Nissan Star Car as the highlight. Presently, the Star Car is the recently launched new Serena S-HYBRID. Information and test-drives are available at any time.
The latest Nissan Serena S-HYBRID.
There’s also a comfortable customer lounge with refreshments, and a private room is available for discussions between customers and sales consultants.
As a mini 3S outlet, ETCM Nissan Rawang also has a fully equipped service centre on the same site. Nissan owners can obtain aftersales support provided by skilled technicians as well as Nissan Genuine Parts. The service centre has 2 service bays for Quick service and maintenance jobs as well as it is also supported by the existing Rawang service centre which has 4 service bays.
The ETCM Nissan Rawang outlet’s showroom is open 7 days a week while the service centre operates from Mondays to Saturdays.
New Nissan dealerships Besides the Rawang outlet, ETCM also has news dealerships in the Northern, Southern and East Malaysia regions. These are operated by Lofty World Sdn Bhd (Taiping, Perak), Da Kim Auto Sdn Bhd (Kluang, Johor), and Ngu Brothers Motor Service Sdn Bhd (Sibu, Sarawak).
Other authorised Nissan outlets in Malaysia can be located at the Nissan Malaysia website at www.nissan.com.my.
Though SUVs seem to be what everyone wants these days, there is still good demand for other types of vehicles and for those who want space and versatility, the MPV remains a good choice. Among the MPVs sold by the non-Malaysian brands, the most popular model in 2021 was the Nissan Serena S-HYBRID. It was the first hybrid MPV to be assembled locally and is still the only MPV assembled in Malaysia with a hybrid powertrain.
When this generation was first introduced by Edaran Tan Chong Motor (ETCM), it was already equipped like a premium MPV – but without the premium price. Local assembly kept its price a long way down from the big Japanese MPVs and it very quickly established itself among businessmen wanting a mobile office and families with lots of members.
That it was already good value for money and selling very well made it tricky for the product planners to make it better. Nissan had updated the model, which is also very popular in Japan, and refreshed the styling a bit as well as enhanced safety.
This updated model has reached Malaysia and was launched today with two variants being offered – the Serena S-HYBRID Highway Star and Serena S-HYBRID Premium Highway Star. priced at RM149,888 and RM162,888, respectively (without insurance, for registration in Peninsular Malaysia).
Cosmetic changes with new grille
The cosmetic changes on the exterior include redesigned dual projector LED headlamps on either side of the new V-Motion grille that now has a sophisticated chrome pattern over its expansive surface. The front bumper has also been redesigned with integrated foglamps incorporating Daytime Running Lights at each corner.
At the rear the bumper is also a new moulding and has Gloss Black finishing for a classy touch. The rear light units have also been redesigned, providing immediate identification for the latest Serena S-HYBRID.
All-round protection with 360° Safety Shield
The latest Nissan models, including the Serena S-HYBRID, have a range of Nissan Intelligent Mobility technologies to increase safety and also make journeys more comfortable. These technologies make up the 360° Safety Shield to give complete all-round protection.
For the new Serena S-HYBRID, the 360° Safety Shield has enhanced Active Safety with 5 new systems added. These systems not only improve the driver’s awareness of the surroundings but can also autonomously take action to prevent an accident. They are Intelligent Predictive Forward Collision Warning & Intelligent Forward Emergency Braking, Lane Departure Warning, Blind Spot Warning, and Rear Cross Traffic Alert.
While most of the systems will provide alerts to the driver when there is another vehicle nearby and there is a risk of collision, the Intelligent Predictive Forward Collision Warning & Intelligent Forward Emergency Braking systems go further. The radar sensor located in the front of the vehicle detects the distances between the two cars ahead, as well as their relative speed. This allows the system to assess the situation ahead and determine whether there is a collision risk.
In most cases, the driver would either decrease speed or brake to avoid colliding with the vehicle in front. But there may be times when he or she may not react in time (due to being distracted by something or not attentive) and if no correct response occurs after the alert has been given, the system will automatically apply the brakes (Automatic Emergency Braking). In this way, a potential collision with a vehicle ahead could be avoided or if not, then the damage could be reduced due to the lowered impact speed.
Also helping the driver’s awareness of the surroundings is the Intelligent Around View Monitor. This can be found in more and more vehicles today but the one in the Serena S-HYBRID has one extra feature: Intelligent Moving Object Detection. While small cameras capture the image on all sides of the vehicle to form a simulated overhead view, sensors also monitor the areas and if there are moving objects, the driver will be alerted.
On long journeys, fatigue can set in and make the driver drowsy. While the Lane Departure Warning system will alert the driver if the vehicle starts to drift out of its lane dangerously, there is also an Intelligent Driver Alertness system that monitors the driving behaviour. If it determines that the driver is behaving in a manner that suggests drowsiness, an alert will come on and the driver should take a break.
Being a long MPV with three rows of seats means that there is more glass area along the sides. For added protection during a side impact or violent accident, full-length curtain airbags will deploy downwards. These airbags will cover the window openings, greatly reducing the risk of not only injuries but also being ejected from the vehicle. The driver and front passenger also have airbags at the front and sides for their protection.
‘Zero Gravity’ seats
The long and spacious cabin has three rows of seats, with Captain’s Seats in the second row. These provide more comfortable seating with their generous width and like the front seats, they have a ‘Zero Gravity’ design. The design concept, which was inspired by NASA studies on astronauts, creates a neutral posture position which is proven to reduce fatigue
As with all MPVs, the seating can be arranged in various ways to carry more people or more cargo or long items. Quality materials are used and with the Premium Highway Star variant, combination quilted Nappa leather (available in brown or black) has a premium look and feel.
To add to the premium ambience within, soundproofing liners have been added to the rear wheel housing. This supresses NVH (Noise, Vibration & Harshness) levels to deliver a quieter, experience for all passengers.
Entertainment on the move is provided by a 6-speaker infotainment system managed from a new 9-inch full-colour touchscreen. Besides the standard functions, there is also Apple CarPlay and Android Auto connectivity, enabling favourite apps from compatible smartphones to be transferred onto the display panel. This means that navigation apps like Google Maps or Waze can be viewed and accessed from the touchscreen and/or voice-activated too.
As almost everyone has at least one portable electronic device nowadays, recharging the battery is a daily requirement. When in the Serena S-HYBRID, there won’t be fighting over the recharging port as up to 7 USB ports are provided around the cabin.
Convenient side and back doors
Retained from the 2021 model are the highly appreciated Dual Back Door and Hands-Free Dual Power Sliding Doors. The Dual Back Door concept is unique to the Serena S-HYBRID and provides convenient and faster access to the ample cargo area. For large and tall items, the whole of the rear door can be raised but if there are small items like groceries, it is unnecessary to lift the whole door. The upper half can be opened separately and the items can be easily dropped inside. This is also extremely useful in tight spaces.
While powered dual sliding doors are found on many MPVs these days, the Hands-Free Dual Power Sliding Doors on both sides of the Serena S-HYBRID are less common and usually available only on more expensive models. With the hands-free capability, the doors can be opened by just placing a foot under the side of the vehicle (provided the remote key fob is in the pocket or handbag). A sensor will detect the foot and automatically power the door open.
Hybrid tech for efficiency
Hybrid technology continues to power the MPV and the hybrid drivetrain incorporates an Energy Control (ECO) electric motor which controls the idle-stop system. It also provides torque assistance on moving off, the period when the engine is under high load. The assistance reduces this load, thereby improving fuel efficiency. The S-HYBRID system thus gives some of the benefits of a hybrid powertrain without the associated high costs.
The petrol engine is a 2-litre Twin CVTC (Continuously-variable Valve Timing Control) 4-cylinder unit which has proven its reliability and durability over the years. It is equipped with a Dual Arm Tensioner which optimises tensile force on the belt to reduce friction, power losses and increases fuel efficiency. An ECO MODE can also be activated to assist the driver to improve fuel efficiency without losing driving pleasure or comfort.
The hybrid drivetrain is paired with the Nissan XTRONIC CVT (Continuously Variable Transmission) with Adaptive Shift Control to coordinate control between engine and transmission. The intelligent control system interprets the driver intentions from the acceleration and steering and determines the optimum transmission ratios to deliver class-leading fuel economy.
The new Serena S-HYBRID is available for viewing and test-drives at all Nissan showrooms throughout Malaysia. To locate a showroom, visit www.nissan.com.my. For those who are not able to visit Nissan showroom, they can also go to the Nissan Online Showroom where there is information on Nissan products and services in Malaysia.
The Nissan Serena S-HYBRID was among the first hybrid models to be assembled in Malaysia and up till today, it is still the only locally-assembled hybrid MPV. With this generation of the Serena, not only did Nissan give it a hybrid powertrain but it also upgraded the MPV to be a more premium product. It offers the luxuries that many enjoy in other up-market MPVs for a lot less.
Cosmetic changes up front
Periodically, Edaran Tan Chong Motor (ETCM) refreshes its models and adds a bit more value, and for 2022, the Serena gets cosmetic changes in the form of redesigned headlamps with daytime running lights, a new V-motion front grille with a distinctive chrome pattern, redesigned front bumper with foglamps.
Besides the cosmetic changes, the Serena S-HYBRID maintains practical and thoughtful convenience features such as a two-section back door and hands-free powered sliding doors on both sides, as shown below.
Versatile interior
The spacious and versatile interior has as many as 13 seating layouts with Captain Seats on the second row. These have individual armrests and extra-long slide adjustment. Front passengers and those in the second row have Zero Gravity Seats, inspired by NASA’s studies in achieving the most neutral posture for fatigue-reduction. Quality materials are used, such as combination Nappa leather for the seats. And there are no less than 7 USB ports so there are unlikely to be any fights over who gets to recharge first!
Nissan Intelligent Mobility (NIM)
With its 7-passenger capacity, safety is even more important and Nissan Intelligent Mobility (NIM) provides a suite of advanced technologies with both Active Safety and Passive Safety systems. Five smart intelligent technologies have been added to the new Serena S-HYBRID to enhance Active Safety – Intelligent Predictive Forward Collision Warning, Intelligent Forward Collision Braking, Lane Departure Warning, Blind Spot Warning and Rear Cross Traffic Alert.
The Around View Monitor (360o camera) is also standard and gives the driver situational awareness around the vehicle. It uses four tiny cameras to capture images which are then combined to give an overhead view as if a drone was permanently hovering and sending imagery. The system also has Intelligent Moving Object Detection which will detect and alert the driver of moving objects – especially pedestrians – around the vehicle.
S-HYBRID system
The Serena S-HYBRID continues to be powered by the proven 2-litre Twin CVTC hybrid drivetrain. Its ECO (Energy Control Motor) electric motor provides torque assistance on take-off, reducing demands on the petrol engine, thereby improving fuel efficiency. This gives some of the benefits of a hybrid powertrain without the associated high costs.
The S-HYBRID powertrain with a petrol engine produces 150 ps/200 Nm, with up to 14.2 kms/litre of fuel consumption claimed.
Two variants are available, with estimated prices starting from less than RM150,000 for the Serena S-Hybrid Highway Star and from less than RM165,000 for the Serena S-Hybrid Premium Highway Star. The prices are for Peninsular Malaysia registration and include full sales tax but not insurance
While the model will have its launch in early July, bookings are now accepted at all authorised Nissan showrooms nationwide. ETCM encourages customers to make their booking early (minimum amount of RM1,000) to secure a unit in the system. It will also help the assembly plant to schedule production more accurately and minimize waiting time as disruptions continue due to semiconductor microprocessor shortages and global shipment delays. Depending on the variants, there are up to four colour choices.
‘Early Bird’ offer
For the ‘early birds’ making bookings, ETCM has a special offer to save money when they are owners. Five free maintenance services (inclusive of parts & labour) will be provided at alternate intervals (10,000 kms, 30,000 kms, 50,000 kms, 70,000 kms and 90,000 kms), and the warranty period will also be up to 5 years with unlimited mileage (terms and conditions apply).
Customers who require more information or locate a showroom can visit the Nissan Malaysia website at www.nissan.com.my. They can also contact the Nissan Customer Care Centre hotline at 1800-88-3838. A pre-launch leaflet is also available by clicking here.
Nissan Motor and Nissan Motorsports & Customizing Co. (NMC) have entered Nissan Z Racing Concept cars in the second round of ENEOS Super Taikyu Series 2022 – the NAPAC Fuji SUPER TEC 24 Hour Race. The event is held at the Fuji Speedway this weekend and the two cars will have the numbers ‘230’ and ‘244’.
The aim of running the two cars is to explore possible competition in various motorsports categories. Car 230, entered by the NISMO team, is equipped with a carbon-neutral-fuel (CNF) compatible engine, while Car 244, entered by the Max Racing team, is powered by a powerful petrol engine.
The two cars have been developed with the knowledge gained over many years of Super GT and customer racing car involvement. By entering the tough 24-hour endurance race, Nissan hopes to accumulate valuable data that can only be obtained through racing. This particularly applies to the CNF-compatible engine that can be applied to future development.
Nissan aims to achieve carbon neutrality throughout its product life cycle by fiscal year 2050 and is therefore also enhancing its efforts in motorsports. For instance, the carmaker is the only Japanese manufacturer that participates in the all-electric ABB FIA Formula E World Championship for single-seater cars.
“In our pursuit of innovation, we have always challenged the limits of what is possible, but we have never compromised on what excites our fans. Whether it is the excitement mixed with the roar of the engines or silent speed, our ambition is to empower our customers to enjoy their experience without compromise,” said Ashwani Gupta, Nissan’s Chief Operating Officer. “The participation of the Nissan Z Racing Concept cars in this demanding race will bring many valuable learnings to develop competitive engines compatible with carbon-neutral fuel.”
“The tougher the race, the more we learn. We expect to acquire ample data and know-how for future vehicle development and, at the same time, we aim to show fans the unique driving performance of the all-new Z that we hope will exceed their expectations,” added Takao Katagiri, Head of Nissan’s Motorsports Business Unit Office and President of NMC.
Nissan Z Safety Car
Besides the two concept racing cars, Nissan Motor and NMC have also provided new Nissan Z for use as a safety car in the Super GT race series. The car has been presented to the organisers, the GT Association, Inc., and the sportscar will make its debut in the third round of the 2022 season at the Suzuka Circuit.
Among the duties of the Safety Car will be pre-race inspection of the tracks for obstacles and leading competition cars when race accidents occur.
Unveiled in August 2021, the all-new Z generation has been enthusiastically received by new and old fans alike. By competing in this season’s Super GT with the Nissan Z GT500, Nissan and NMC aim to broaden the Z’s fan base and increase the exposure of the Super GT series.
For more information on Nissan products and services in Malaysia, visit www.nissan.com.my.
Nissan started participating in the Safari Rally in 1963 and in 1966, a Bluebird entered by the team became the first Japanese car to win its class in the gruelling event. Other victories followed and by 1970, Nissan finally took top honours, winning all three prizes – overall (with a Datsun 1600 SSS), class and team. In 1971, a Datsun 240Z won to give the brand its second consecutive overall victory in the rally.
The original Datsun 240Z which won the Safari Rally.
From concept sketch to one-off model
Paying tribute to the successes in the legendary rally half a century later is the Nissan JUKE Hybrid Rally Tribute. The special model has now moved to become a fully operational one-off vehicle following the overwhelmingly positive reaction to the original concept images. Its unveiling previews the European introduction of the JUKE Hybrid soon.
“The JUKE Hybrid Rally Tribute represents our optimism and daring mindset. We are currently preparing an exciting new chapter of JUKE history in advance of the introduction of the new JUKE Hybrid in the summer. It will offer the excitement and agility customers would expect of our iconic crossover, with both improved performance and efficiency. The JUKE Hybrid Rally Tribute takes its playful character to a new level. “Speaking about the decision to bring the JUKE Hybrid Rally Tribute to life,” said Coralie Musy, Vice-President, Brand and Customer Experience of Nissan’s AMIEO region.
Advanced hybrid powertrain
The JUKE Hybrid powertrain consists of a new generation Nissan internal combustion engine specifically developed for working in a hybrid powertrain application. It produces 69 kW (94 ps) and 148 Nm of torque.
The main electric motor produces 36 kW (49 ps) with 205 Nm of torque, while there is a 15 kW contribution from a high voltage starter/generator, all of which is fed by a 1.2 kWh water-cooled battery. The net result is a powertrain providing 25% more power than the current petrol engine option, with a claimed fuel consumption reduction of approximately 40% in the urban cycle.
Smart automatic gearbox
Also carried over from the production version of the JUKE is an advanced low friction multi-modal gearbox that provides optimal use of the propulsive power, whether electric, petrol engine, or both. To reduce friction, this motorsport-inspired gearbox uses dog clutches instead of conventional synchroniser rings to shift the 4 ICE (internal combustion engine) gears and 2 EV (electric vehicle) gears.
Additionally, to reduce friction, this gearbox does not use a clutch. All vehicle starts are 100% electric, and the 2 EV motors are used in combination to synchronise the gears, delivering smooth, connected and responsive acceleration.
The gearbox is controlled by an advanced algorithm, managing the shift points, battery regeneration, as well as the advanced series-parallel architecture. The powertrain can seamlessly navigate through different hybridisation combinations (series, parallel, series-parallel) according to acceleration and power requirements and without any driver input.
Rally-inspired modifications
Like the Gripz concept car that was displayed at the 2015 Frankfurt Motorshow, the JUKE Hybrid Rally Tribute takes its design cues from the iconic 240Z that competed so successfully in the desert rally over 50 years ago.
The most obvious modification are the enlarged wheelarches to accommodate the tailor-made off-road tyres, while the additional lights mounted on the bonnet and roof echo those of the 1970s era.
Similarly, the black of the bonnet and enlarged black wheels are a visual homage to the 1971 rallycar. To further provide period accuracy are vintage sponsor logos and the number 11, while the additional reinforced plates under the front and rear valances offer protection to the vehicle’s underside. Reinforced and long-travel suspension has been fitted all-round, while the tyres are 265/70 R16.
Inside, the cabin has been modified with the fitment of a tubular cage to stiffen the bodyshell and to offer protection in the case of an incident at speed in the challenging desert environment. The rear seats have been removed to provide space for spare wheels and 4-point harnesses have been added to secure the driver and navigator safely in their racing seats.
Other modifications to the interior include the fitment of a competition fire extinguisher, an intercom system with a pair of headphones (though the JUKE Hybrid Rally Tribute would be much quieter than the rallycar), the fitment of Alcantara trim on the steering wheel, and a hydraulic handbrake with a high-reach handle.
As part of the Juke Hybrid Rally Tribute project and in line with exploring rallying while being as eco-conscious as possible, the powertrain uses liquids and biofuels provided by Shell, Nissan’s partner for the 1971 East African Rally.
Datsun, a name familiar to older Malaysians, disappeared from the market in the 1980s. It was replaced by Nissan as a brand name for products, and the name happened to also be the company’s name. Part of the reason could have been that Datsun was so well known all over the world and sometimes, senior executives had found that people did not know their company when they mentioned it was ‘Nissan’ but showed much familiarity when they said ‘Datsun’.
Older Malaysians will remember Datsuns as the earliest Japanese cars which were brought in by Tan Chong in the late 1950s. Though seemingly fragile, they proved to be lasting, economical and good value for money. The 120Y (below) was one one of the models that built up the brand’s strong reputation which was inherited by Nissan when it replaced Datsun in the mid-1980s.
Anyway, the brand name was brought back in 2014 as a sub-brand alongside Nissan and Infiniti to represent entry-level products for emerging markets. Nissan’s CEO then, Carlos Ghosn, had thought that there might be a market for lower-cost models in places like Indonesia, India and even Russia. These products would benefit from Nissan’s technology but be built with a lower cost base. The company expected the brand’s previous reputation for value and reliability would be beneficial – but perhaps forgot that the new generation of buyers it targeted would not have known that.
Datsun models sold in 2021.
Nissan built Datsun models in three countries – Russia, China and India – and though there was favourable response initially, dealers found difficulty selling the cars because they also sold cheap Nissan models. To make the cars cheap, features were less and even the engineering was felt to be not as tough as Nissans, so consumers were not greatly persuaded to buy Datsuns when, for a little bit more, they could get better Nissans.
Nissan’s expectations and targets for the brand were thus too ambitious and it showed in the years that followed its launch. In some markets, the network was limited and as mentioned earlier, there was much dependence on Nissan dealers who would have found it more profitable to sell Nissans, rather than cheaper but low-margin Datsuns.
Datsun display at a motorshow in Indonesia in 2015.
In many markets, Datsun models were sold in the same showrooms as Nissan models, which proved to be a bad move.
In the emerging markets, there was certainly demand for cheap cars but even consumers in such markets did not want a car that was so cheap but was lacking in features and worse, safety. Crash tests of early Datsun models placed the brand in an unfavourable light, further diminishing its appeal. Perhaps in a different era 40 years earlier, the Datsuns might have done better but with competition from low-priced Korean cars and also brands like Maruti, customer expectations were higher.
By the end of 2019, Nissan came to the conclusion that the Datsun brand was not going to make it and there was little point in trying. Furthermore, as a legacy of the Ghosn era which had become controversial, it was probably one of the moves that was accepted as a way to ‘right past wrongs’. The operations in Russia and Indonesia were discontinued during the following year, just as the COVID-19 pandemic started.
Datsun advertisement in Indian market.
That left India as the only market which produced and sold Datsuns. The final phase of ending the brand was to take another two years as the lifecycle of the last model was run to the end.
Recently, Nissan announced that the final remaining redi-GO model was no longer produced at the plant in Chennai and dealers would sell off whatever stocks remained.
“As part of Nissan’s global transformation strategy, Nissan is focusing on core models and segments that bring the most benefit to customers, dealer partners and the business. In India, this includes the all-new, locally produced Nissan Magnite with over 100,000 customer orders to date,” Nissan India said.
Of course, like any responsible manufacturer, Nissan will provide the necessary aftersales support to Datsun owners in the years to come. This would run for a number of years and in as far as replacement parts are concerned, there should not be difficulty since many of the cars would be shared with Nissan models anyway.
So, for the second time in its history, the brand that first appeared in 1934 and helped to build a strong reputation for Nissan, is retired again. Perhaps it is best left in history books and museums where its glorious days are not blemished by the unsuccessful attempt to bring it back.
