Johannesburg - Datsun has performed strongly in South Africa since the reintroduction of the marque to the market in August last year.
The vehicle brand was re-launched by the Nissan Motor Company of Japan in four emerging markets – India, Indonesia, Russia and South Africa – last year.
The Datsun Go has, in the 11 months since it was launched, achieved total sales of 5 561 units in South Africa to become the market leader in the A-segment, the crowded and highly competitive entry-level segment of the car market.
Des Fenner, the general manager of Datsun South Africa, attributed the success of the relaunch of the brand in the country to its links with the past and its competitive pricing.
Despite the challenging economic environment, which has put pressure on household disposable income, Fenner is optimistic about future sales of Datsun.
“We expect demand for the Datsun Go to increase as motorists, already under pressure because of increased prices, turn to the vehicle that offers many the opportunity to own a brand new car with a highly competitive sticker price,” he said.
Fenner was also in no doubt that the addition of a driver’s airbag, something requested by the South African market, would further entrench the Datsun name in South Africa.
He said the strength and association motorists had with their favourite brands depended on their memories associated with a name and the iconic status it had achieved.
These were all aspects that had helped Datsun re-enter the South African market and immediately gain acceptance among car buyers.
Fenner added that the Datsun Go had opened a new market for younger buyers looking for an economical, responsive and stylish entry into car ownership just as the Datsun 120Y model did in the South African market in 1976.
Earlier this year, Fenner expressed confidence that the Datsun Go would finish this calendar year as the market leader in the A-segment. Datsun South Africa has 61 dealers but this is being expanded.
Vincent Cobee, the global head of Datsun, confirmed during a visit to South Africa in July that Datsun would manufacture a model in South Africa, but it was still unclear when this would happen.
Cobee said South Africa was the largest vehicle market in Africa, but was at this stage not large enough to justify manufacturing any Datsun vehicles.
However, sub-Saharan Africa with South Africa, especially in five years time, was a market of interest to Datsun.
BUSINESS REPORT