Datsun DNA

We have the great pleasure of being in the Zama heritage museum, which as you can imagine, for us in Datsun is an amazing place to gauge the breadth of the Datsun history.

I would really advise each and every one of you to come and see it because until you see it, you can’t imagine it. What does it mean to us, The Datsun of tomorrow?

It means obviously a passion for great engineering. It means a passion for local cars accompanying people who are on the rise, becoming successful in their own countries. That’s what Datsun was in the ’30s and in the ’50s.

And that’s what the Datsun of tomorrow will be in India, Indonesia, Russia, South Africa and many other countries from 2014. So there is a great link in terms of the relationship between passionate engineering and people on the move in their respective countries.

Very core to Datsun is the meaning of DAT. I guess most of you know that Datsun was originally coming from a car called DAT.

At that very early point in time, DAT were the initials of the three financiers who backed the development of that car: Den, Aoyama and Takeuchi.

Very rapidly, from 1933-34, DAT was presented as standing for Durable, Attractive and Trustworthy. These marketing mottoes have been used throughout the ’30s, ’40s, ’50s, up to the early ’60s.

For the Datsun of tomorrow, we decided to again promote the Datsuns along the principles of DAT. The new DAT stands for Dream, Access and Trust.

Dream, access and trust, for us, are the levels of the customer’s journey. When you buy a new car in countries like India, Indonesia, Russia, South Africa, first you do it because you dream, you live a new moment in your life.