Datsun returns to Sri Lanka 60 years on
- Datsun is back: Sri Lanka becomes company’s 13th global market
- First new Datsun showroom opened in Colombo with more to come
- Datsun redi-GO arrives with 300 pre-launch sales for 10% segment share
YOKOHAMA, Japan (21 December, 2016)
The legendary Datsun brand is returning to Sri Lanka almost 60 years after its initial introduction to the country in 1957.
At a special ceremony held in Colombo on Tuesday 20th December, the first new Datsun showroom was officially opened by representatives of both Datsun and Associated Motorways (Private) Ltd. (AMW), Nissan Motor’s long-term partner in Sri Lanka. Future plans call for Datsun cars to be available in seven cities across the country.
The inauguration of the new showroom also marked the official start of sales of the company’s newest model, Datsun redi-GO. Marketed as an urban cross, Datsun redi-GO is an attractively priced, modern and highly capable vehicle that combines the roominess, agility and efficiency of an urban hatchback with best-in-class ground clearance (185mm) and the rugged looks of a crossover.
Aimed at aspirational younger owners ready to take the next step up in their lives, redi-GO pre-launch activities began in September. As the brand makes its official return, 300 Datsun redi-GOs have been already sold, giving the car an impressive 10 percent share of its market segment in Sri Lanka.
Tomonori Muto, General Manager, Datsun Business Unit, said: “There’s a new generation of car buyers in Sri Lanka who want a stylish car that’s exciting to drive and offers modern engineering with worry-free ownership--all at an attractive price. Datsun redi-GO is that car. We are delighted to be back in Sri Lanka to offer Datsun’s newest car to a new generation of Sri Lankan customers.”
Datsun’s return to Sri Lanka makes it the company’s 13th global market.
Datsun redi-GO is built in India where it was launched in early June 2016. Sri Lanka joins Datsun’s existing markets: India, Nepal, Indonesia, Russia, Kazakhstan, Belarus, Lebanon, South Africa and its neighbour countries.
“Datsun redi-GO is everything the Datsun brand stands for – Dream, Access and Trust,” said Tomonori Muto. “Its arrival in Sri Lanka opens an important new chapter in the Datsun story and an important new chapter in the lives of our customers who can now access a dream they can trust.”
Nissan Motor Co., Ltd. announced the return of the Datsun brand, Nissan's third global brand, alongside Nissan and Infiniti, in March 2012. Datsun provides a sustainable motoring experience to optimistic up-and-coming customers in high-growth markets. Datsun represents 80 years of accumulated Japanese car-making expertise and is an important part of Nissan's DNA. The new Datsun brand stands for Dream, Access and Trust. The overall Datsun customer offer includes a worry-free ownership experience at competitive cost, accessible services, with transparent pricing, and dealership proximity.
Datsun originated in Japan as DAT-GO (the DAT-car) almost a century ago in 1914. The word DAT means ‘lightning-fast’ in Japanese but is also a reference to the first letters of family names of the three financiers who supported the business at the time: Den, Aoyama and Takeuchi. Using the same logic, it was promoted as Durable, Attractive and Trustworthy, or DAT for short.
In 1933, Nissan’s founding father Yoshisuke Aikawa took over the business with a vision of “mobility for all”. The introduction of a lightweight, economical yet resilient car to meet the aspirations of young Japanese people in the early 1930s was named the ‘son of DAT’ – Datson - which later changed to Datsun. Local engineering and mass-production made the founder’s dream a reality.
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