New Nissan brand will split old and young

The young might think the box-like Datsun brand boring.

The news that Nissan is to bring back its Datsun brand for emerging world markets will be greeted differently depending on the age of the greeter.

Not seen in the UK for more than 30 years, and not likely to be back here for the foreseeable future, the Datsun brand will mean different things to different people. For those of an older persuasion it will be the brand that slammed another nail into the coffin of the British car industry by showing up British brands like Austin. For those of a slightly younger status, it will mean boring reliable boxes of the early 1980s, before the Nissan brand superseded Datsun in 1983.

But from 2014, Nissan wants its Datsun name to mean affordable budget cars for the masses in countries like India, Russia and Indonesia, where the cars, that are already under development, will be built. Nissan CEO Carlos Ghosn revealed his goal of “mobility for all”, targeting those people that currently ride motorbikes or used cars, but want a new one. Ghosn thinks Nissan is missing out on 40% of the market in those countries he’s aiming at, because Nissan cars aren’t cheap enough to appeal to less wealthy buyers.

Ghosn has a pedigree for masterminding such moves. Nissan’s sibling Renault, which Ghosn also heads, has achieved massive success with the Dacia brand across eastern Europe in particular. Originally conceived as a way of tapping into the less wealthy markets as a budget alternative to Renault, Dacia has been Europe’s fastest-growing brand for the last six years, achieved a Car of the Year shortlist and established itself in the tough German market thanks to appealing no-frills products launched at a time where wallets have come under almost unprecedented pressure. The European plan will be complete when Dacia launches into the UK early next year, something that wasn’t initially planned but brought on by the brand’s snowballing success.

But that doesn’t mean we’ll see Datsuns back in the UK for many years yet. Ghosn was keen to emphasis that Datsun is devised specifically for high-growth emerging markets, though response to being asked if it will be launched in Japan was to refuse to rule it out. “We’re business people,” he said. “We should never say never, but it’s not planned.”

The goal is to have a premium brand - Infiniti in Nissan’s case; a core mainstream one; and a budget alternative that means they don’t have to cheapen and damage the mainstream one to appeal to a lower-income audience. Starting with a brand recognised for strength and reliability, and bringing modern cheap cars onto the radar of buyers used to old-tech used models is a logical move, and one that could reap huge rewards for Nissan if Ghosn can repeat his Dacia success.

Paul Barker is group automotive editor at BusinessCar.co.uk.

Nissan Chairman, Getty images.

Paul Barker is group automotive editor at BusinessCar.co.uk.

Photo: Getty
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RMT poised to rejoin the Labour Party

The transport union is set to vote on reaffiliation to the party, with RMT leaders backing the move.

Plans are being drawn up for the RMT (the National Union of Rail, Maritime and Transport Workers) to reaffiliate to the Labour Party in the wake of Jeremy Corbyn’s significant gains in the general election, the New Statesman has learnt.

The union, which represents tube drivers and other workers across the transport sector, was expelled from the Labour Party under Tony Blair after some Scottish branches voted to support the Scottish Socialist Party instead.

But the RMT endorsed both of Corbyn’s bids for the Labour leadership and its ruling national executive committee backed a Labour vote on 8 June.

Corbyn addressed the RMT’s annual general meeting in Exeter yesterday, where he was “given a hero’s welcome”, in the words of one delegate. Mick Cash, the RMT’s general secretary, praised Corbyn as the union’s “long-term friend and comrade”.

After the meeting, Steve Hedley, assistant general secretary at the RMT, posted a picture to Facebook with John McDonnell. The caption read: “With the shadow chancellor John McDonnell arguing that we should affiliate to the Labour Party after consulting fully and democratically with our members”.

The return of the RMT to Labour would be welcomed by the party leadership with open arms. And although its comparably small size would mean that the RMT would have little effect on the internal workings of Labour Party conference or its ruling NEC, its wide spread across the country could make the union a power player in the life of local Labour parties.

Stephen Bush is special correspondent at the New Statesman. His daily briefing, Morning Call, provides a quick and essential guide to domestic and global politics.

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