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For those of a slightly younger status, it will mean boring reliable boxes of the early 1980s, before the Nissan brand superseded Datsun in 1983.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

Getty
Show Hide image

Four times Owen Smith has made sexist comments

The Labour MP for Pontypridd and Jeremy Corbyn’s Labour leadership rival has been accused of misogynist remarks. Again.

2016

Wanting to “smash” Theresa May “back on her heels”

During a speech at a campaign event, Owen Smith blithely deployed some aggressive imagery about attacking the new Prime Minister. In doing so, he included the tired sexist trope beloved of the right wing press about Theresa May’s shoes – her “kitten heels” have long been a fascination of certain tabloids:

“I’ll be honest with you, it pained me that we didn’t have the strength and the power and the vitality to smash her back on her heels and argue that these our values, these are our people, this is our language that they are seeking to steal.”

When called out on his comments by Sky’s Sophy Ridge, Smith doubled down:

“They love a bit of rhetoric, don’t they? We need a bit more robust rhetoric in our politics, I’m very much in favour of that. You’ll be getting that from me, and I absolutely stand by those comments. It’s rhetoric, of course. I don’t literally want to smash Theresa May back, just to be clear. I’m not advocating violence in any way, shape or form.”

Your mole dug around to see whether this is a common phrase, but all it could find was “set back on one’s heels”, which simply means to be shocked by something. Nothing to do with “smashing”, and anyway, Smith, or somebody on his team, should be aware that invoking May’s “heels” is lazy sexism at best, and calling on your party to “smash” a woman (particularly when you’ve been in trouble for comments about violence against women before – see below) is more than casual misogyny.

Arguing that misogyny in Labour didn’t exist before Jeremy Corbyn

Smith recently told BBC News that the party’s nastier side only appeared nine months ago:

“I think Jeremy should take a little more responsibility for what’s going on in the Labour party. After all, we didn’t have this sort of abuse and intolerance, misogyny, antisemitism in the Labour party before Jeremy Corbyn became the leader.”

Luckily for Smith, he had never experienced misogyny in his party until the moment it became politically useful to him… Or perhaps, not being the prime target, he simply wasn’t paying enough attention before then?

2015

Telling Leanne Wood she was only invited on TV because of her “gender”

Before a general election TV debate for ITV Wales last year, Smith was caught on camera telling the Plaid Cymru leader that she only appeared on Question Time because she is a woman:

Wood: “Have you ever done Question Time, Owen?”

Smith: “Nope, they keep putting you on instead.”

Wood: “I think with party balance there’d be other people they’d be putting on instead of you, wouldn’t they, rather than me?”

Smith: “I think it helps. I think your gender helps as well.”

Wood: “Yeah.”

2010

Comparing the Lib Dems’ experience of coalition to domestic violence

In a tasteless analogy, Smith wrote this for WalesHome in the first year of the Tory/Lib Dem coalition:

“The Lib Dem dowry of a maybe-referendum on AV [the alternative vote system] will seem neither adequate reward nor sufficient defence when the Tories confess their taste for domestic violence on our schools, hospitals and welfare provision.

“Surely, the Liberals will file for divorce as soon as the bruises start to show through the make-up?”

But never fear! He did eventually issue a non-apology for his offensive comments, with the classic use of “if”:

“I apologise if anyone has been offended by the metaphorical reference in this article, which I will now be editing. The reference was in a phrase describing today's Tory and Liberal cuts to domestic spending on schools and welfare as metaphorical ‘domestic violence’.”

***

A one-off sexist gaffe is bad enough in a wannabe future Labour leader. But your mole sniffs a worrying pattern in this list that suggests Smith doesn’t have a huge amount of respect for women, when it comes to political rhetoric at least. And it won’t do him any electoral favours either – it makes his condemnation of Corbynite nastiness ring rather hollow.

I'm a mole, innit.