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Russia will become one of the four countries where in the next year and a half the Japanese will launch a brand with a rich history. India will open a series of prime ministers in mid-July, Indonesia will continue in September, a car will ripen for our country by winter, and in the second half of 2014 a new product is expected in South Africa.
What will be the Russian "Datsun" is still a mystery. The presentation of the Indian car will not bring a clue, because under the same brand these four markets will receive completely different cars built on the platforms of local models. The main task of the debutants, according to the creators, is to 100% meet the expectations of consumers. For example, if in Russia the seven-seater car market is in its infancy, then for large families in India and Indonesia such a car for lifting money is a real treasure.
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The segment with potentially large growth promises a good level of sales. After the factories reach their design capacity, the share of Datsuns in Nissan’s total sales (including luxury infinity) will be from one third to half. The Japanese are waiting for such indicators by 2017, when a third is added to the two models that debuted on each market in the first year.
What is being prepared for Russian customers? This is perhaps the first car, not adapted, but originally developed for our country. For two and a half years, Nissanovtsy worked together with engineers and marketers from Tolyatti, where, according to the latest data, they will assemble the car. I’ll immediately note the doubts of skeptics: the general leadership remains with the Japanese - recognized leaders in the field of quality.
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Under the body with a hexagonal radiator grille (this is Datsuna's signature touch) will be the Kalina / Grants platform. According to the preferences of compatriots, the sedan should go first in the series, a hatchback will make it a couple, as the least expensive derivative, well, and the third will be a crossover or station wagon. The scope of improvements is comparable to the creation from scratch. In addition to the standard refinement of brakes, handling and the main units, the designers worked on noise insulation, vibration reduction, seat comfort. All this will add to the product the Japanese DNA that the project participants so often mentioned during
interviews and presentations.
This concept will play a key role in promoting a newcomer to the market. The company will have to convince consumers that it’s not an improved Lada with a rewritten price tag and an unfamiliar logo, but a full-fledged Japanese product built according to Nissan quality standards. Extra evidence is the dealer network. Datsuna showrooms will grow in the neighborhood with the centers of the parent company. Service standards are promised to be transferred from the Land of the Rising Sun, attracting with available standard hours, spare parts and accessories.
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The numbers in the table vary widely, but Nissan saw a common perspective for these countries: the emergence and growth of a new class of population. These are families who have recently felt stability, planning to buy the first new (or even the first) car for all occasions. The price range, depending on the country, is 8000-12 000 dollars
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Since the start of production, localization will be almost 100%! Honestly, I do not believe that the quality of all Russian components meets Japanese requirements. But the Nissan believes. Project managers radiate contagious optimism. Crisis market fluctuations do not scare them. Yes, in developing countries, financial shocks reduce sales by up to 50%, while in the US and Europe these figures are much lower. However, as Vincent Kobe, corporate vice president of Nissan Motor and the head of the Datsun brand, notes, in the long run, emerging markets will grow steadily, in contrast to the exhausted civilized reserves.
Over time, they will also create models of a class above, so that rich customers remain faithful to the brand. The promised price in Russia is up to 400, 000 rubles. We assume that they will ask so much for cars in the most popular versions, and the cost of the basic version will be about 360, 000 rubles. Thus, Datsun will fit between Lada Grant (from 279, 000 rubles at the time of writing) and Nissan Almera (from 429, 000). True, in the near future the second generation “viburnum” and “logans” will enter the market. Having risen in price relative to their predecessors, they will be direct competitors to Datsun. Does the alliance overestimate the capacity of the Russian market and its own strengths?
