Koichiro Okamoto, Datsun Chief Product Specialist, speaks about GO, the company’s first comeback car that goes on sale in India early 2014. He said, “Datsun is a global brand with local products. This means that there are items that we promise to customers globally but we will provide the most suitable solution to each country and targeted customers.”
For this, the company met with customers in many regions in order to study what was in demand to be able to offer the best solutions. Datsun Go is aimed at risers who are optimistic about their future. Go is aimed at potential customers who wish to buy a car next at this point in life. A family car that provides comfort and safety solutions, it looks at fuel efficiency, good acceleration, and enough roominess for a family of 5 or 6.
Koji Nagano, Datsun Executive Design Director, tells us more about the design inspiration for the new Datsun cars. He said, ” It was important for each member of the team to understand what the brand was and meant before and then understand today’s customer expectations so as to arrive at the best combination. ”
Styling needed to be clear and robust and current. Go aspires to be solid and modern in design. The design aspect is based on individualization and recognition. For example the front grille design, side view windows, and shape of the rear are characteristic. The front, rear and side design create a unique Datsun signature and these features will be consistent and inherited by future Datsun cars.
“When a customer buys his first new car in countries like India, Indonesia, Russia and South Africa, first he dreams about it. To realize the dream, customers need to have access, feel a sense of belonging towards the Brand. Also, as this purchase will represent a significant part of their disposal income, it is important for them to have full trust in the brand and the product. So Dream, Access and Trust are key values for which the Datsun brand stands now,” said Vincent Cobee, who leads Datsun.