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For those of a slightly younger status, it will mean boring reliable boxes of the early 1980s, before the Nissan brand superseded Datsun in 1983.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.

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With the BBC Food’s collection under threat, here's how to make the most of online recipes

Do a bit of digging, trust your instincts – and always read the comments.

I don’t think John Humphrys is much of a chef. Recently, as his Today co-presenter Mishal Husain was discussing the implications of the BBC’s decision to axe its Food website (since commuted to transportation to the Good Food platform, run by its commercial arm), sharp-eared listeners heard the Humph claim that fewer recipes on the web could only be a good thing. “It would make it easier!” he bellowed in the background. “We wouldn’t have to choose between so many!”

Husain also seemed puzzled as to why anyone would need more than one recipe for spaghetti bolognese – but, as any keen cook knows, you can never have too many different takes on a dish. Just as you wouldn’t want to get all your news from a single source, it would be a sad thing to eat the same bolognese for the rest of your life. Sometimes only a molto autentico version, as laid down by a fierce Italian donna, rich with tradition and chopped liver, will do – and sometimes, though you would never admit it in a national magazine, you crave the comfort of your mum’s spag bol with grated cheddar.

The world wouldn’t starve without BBC Food’s collection but, given that an online search for “spaghetti bolognese recipe” turns up about a million results, it would have been sad to have lost one of the internet’s more trustworthy sources of information. As someone who spends a large part of each week researching and testing recipes, I can assure you that genuinely reliable ones are rarer than decent chips after closing time. But although it is certainly the only place you’ll find the Most Haunted host Yvette Fielding’s kedgeree alongside Heston Blumenthal’s snail porridge, the BBC website is not the only one that is worth your time.

The good thing about newspaper, magazine and other commercial platforms is that most still have just enough budget to ensure that their recipes will have been made at least twice – once by the writer and once for the accompanying photographs – though sadly the days when everyone employed an independent recipe tester are long gone. Such sites also often have sufficient traffic to generate a useful volume of comments. I never make a recipe without scrolling down to see what other people have said about it. Get past the “Can’t wait to make this!” brigade; ignore the annoying people who swap baked beans for lentils and then complain, “This is nothing like dhal”; and there’s usually some sensible advice in there, too.

But what about when you leave the safety of the big boys and venture into the no man’s land of the personal blog? How do you separate the wheat from the chaff and find a recipe that actually works? You can often tell how much work a writer has put in by the level of detail they go into: if they have indicated how many people it serves, or where to find unusual ingredients, suggested possible tweaks and credited their original sources, they have probably made the dish more than once. The photography is another handy clue. You don’t have to be Annie Leibovitz to provide a good idea of what the finished dish ought to look like.

Do a bit of digging as part of your prep. If you like the look of the rest of the site, the author’s tastes will probably chime with your own. And always, always, wherever the recipe is from, read it all the way through, even before you order the shopping. There is nothing more annoying than getting halfway through and then realising that you need a hand blender to finish the dish, just as the first guest arrives.

Above all, trust your instincts. If the cooking time seems far too short, or the salt content ridiculously high, it probably is, so keep an eye on that oven, check that casserole, keep tasting that sauce. As someone who once published a magic mince pie recipe without any sugar, I’m living proof that, occasionally, even the very best of us make mistakes. 

Felicity Cloake is the New Statesman’s food columnist. Her latest book is The A-Z of Eating: a Flavour Map for Adventurous Cooks.

This article first appeared in the 26 May 2016 issue of the New Statesman, The Brexit odd squad