It seems that Nissan's attempt to create a low cost car for emerging markets under the Datsun brand name is not succeeding. According to Business week, Nissan is making the same mistake that Tata motors did with the Nano; marketing a car as cheap, without realizing that most aspiring people don't want to be seen as driving cheap.
The point seems to be that affordability is not enough, the product needs to be attractive, too.
Business week reports:
"In India, where the Datsun Go went on sale on March 19, deliveries through August totaled 9,557, according to the Society of Indian Automobile Manufacturers. By comparison, Maruti Suzuki India (MSIL:IN), the country’s top-selling carmaker, sells just as many of its similarly priced Alto hatchbacks every couple of weeks. Only 607 Datsuns were sold in July, falling 77 percent from their peak in April and dipping below sales of Tata’s Nano, though they rebounded and exceeded Nano sales in August, according to SIAM data."
The point seems to be that affordability is not enough, the product needs to be attractive, too.
Business week reports:
"In India, where the Datsun Go went on sale on March 19, deliveries through August totaled 9,557, according to the Society of Indian Automobile Manufacturers. By comparison, Maruti Suzuki India (MSIL:IN), the country’s top-selling carmaker, sells just as many of its similarly priced Alto hatchbacks every couple of weeks. Only 607 Datsuns were sold in July, falling 77 percent from their peak in April and dipping below sales of Tata’s Nano, though they rebounded and exceeded Nano sales in August, according to SIAM data."
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