Two years can seem like a lifetime in South Africa’s competitive car market. This has been especially true for Datsun, a brand which has grown from ‘from zero to hero’ status by bringing affordable driving, to a new generation of South African motorists.
It was only 24 months ago, during October 2014, that the Datsun GO was re-introduced to South Africa, an event that marked the re-entry of a brand that had been a local favourite decades before and #1 in the South African market. For Datsun at the time there were several mountains to climb, recalls Des Fenner, General Manager of Datsun South Africa.
“We were literally beginning again in South Africa. We were a new brand to the people, our first new offering, the Datsun GO, was aimed at first generation car buyers. From a zero base, we were launching into the most competitive sector of the market and had chosen to do so at a time when car sales were beginning to slump as the economy began its downturn.”
“However, we proceeded, believing that a new generation of South African drivers would see the value the Datsun GO offered them as the most affordable and appealing offering in the A-segment, which would give them a chance to own a brand new affordable stylish car for the first time, get mobile and launch new lifestyles.”
“The Datsun GO had made its mark elsewhere in the world by helping people to enter the car market. We believed that in South Africa the same would be true. We saw the GO as an enabler – a car that could act as a springboard to making people full participants in the economy, by freeing them from the need to rely on public transport.”
Within 24 months, a new local motoring hero emerged. Datsun began achieving significant milestones and hasn’t stopped since. These include:
⦁ Quickly taking the # 1 position in the A-segment shortly before the GO’s first birthday and continues to be one of the leaders in the entry level car market and remains a firm favourite;
⦁ Earning #1 position for two years running in the respected, independent Kinsey Report as the most affordable car to maintain and repair in South Africa – a major plus in reducing insurance costs for Datsun GO owners;
⦁ Becoming the car of choice for more than 10 000 South Africans;
⦁ Building a national network of more than 100 dealers – up by more than 60 since the 2014 re-introduction;
⦁ Expanding the Datsun family by launching the Datsun GO+, an affordable MPV for young families looking for the flexibility offered by a vehicle offering seating for up to seven people;
⦁ Creating opportunities for entrepreneurs by entering the light commercial vehicle market with the attractively priced Datsun GO+ Panel Van with its sector leading load capacity of 542 kilograms, and loading volume of 3.4m3.
“It has been an eventful and exciting two years,” says Fenner.
”We most recently topped it off by taking a bronze award in the prestigious Ipsos Quality Awards for ‘Best New Volume Passenger Car’. Again proving that quality is not determined by a high price tag” We now have the best TCO – total cost of ownership package for all south African’s and all 10,000 of those customers are finding this benefit, together with the amazing drive and handling as the most appealing attributes of the Datsun.
Where to from here?
“We look forward to the growing market for Datsun product and the brand becoming a familiar sight in other parts of Africa – Datsun will soon be launching in Mauritius and Zimbabwe. Locally we are confident that the milestones of the last 24 months have set a solid foundation for further growth and new achievements in 2017 and beyond. South Africans have embraced the Datsun brand – we intend to reinforce their faith in us by continuing to offer local drivers the opportunity to fulfil a dream of owning a brand new car for the first time that is not only affordable to purchase, but to run over its life, that is also stylish, top quality and meets all trust expectations from the support of a vast and experienced dealer network,” says Fenner.
Also view;
Buying a Vehicle, Vehicle Finance and Road Safety
Buying and Selling a Vehicle – Informed decisions and the Vehicle Retailer
