Datsun
Even if Datsun remains a familiar name on our continent, we will not be seeing the likes of the new Datsun Go that launched in July 2013 (coinciding with Nissan's 80th anniversary) on our shores.
This newly reborn brand’s job is to attract Millennials, Gen Y’ers and Gen Z’ers; in other words, those not likely to be interested in cars. As a further challenge, Datsun will start out in emerging markets where cars are typically purchased with two years’ worth of saved annual income.
Nissan
Nissan is the major player here, and much energy will be spent making the brand’s lineup more appealing. Its strategy will be wide, ranging from the New Titan getting a Cummins 5.0L turbodiesel V8 with over 300 horsepower and 550 torques to the introduction five new EV products by 2018.
It would appear as though Canada’s market strategy is poised to change in order to help Nissan Motor Company achieve its global goal of an 8% market share. In the past, and by default, the American product plan became the Canadian strategy and this is something that the company’s recently appointed President, Christian Meunier, disagrees with.
The right product for our market will certainly help Nissan’s positioning. Although, I suspect that this will signify the end of a few vehicles currently in showrooms. Nothing is yet official, however, it would only make sense.
Infiniti
Infiniti has a different roll to play: Its first challenge is working hard at being a recognized and desirable luxury car option. Beyond that, they want to be considered by the same Millennials, Gen Yers and Gen Z’ers as Datsun, but from the other end of the spectrum.
Nissan Motor Company expects that 80% of luxury car buyers will be from these groups by the end of the decade. In China, this is currently the case. One can easily understand why Infiniti wants in with these people. Can’t you? Globally, luxury cars may count for only 12% of new car sales, but they also represent 50% of profits! There’s some serious money to be made.
Infiniti is in nearly 50 markets worldwide, and so they are poised to deliver more cars. Johan de Nysschen, President of Infiniti Motor Company, said that the focus will be on the brand -- building on it -- as it is the only way to ensure success in the future. I’d previously said the same in a yet unpublished story, so clearly Johan’s on the right track…
In order to make the brand come before the product, passion will be created through performance all the while remaining earth conscientious and packing serious technology, and finally it will all be wrapped in a seductive design.
Even if Datsun remains a familiar name on our continent, we will not be seeing the likes of the new Datsun Go that launched in July 2013 (coinciding with Nissan's 80th anniversary) on our shores.
This newly reborn brand’s job is to attract Millennials, Gen Y’ers and Gen Z’ers; in other words, those not likely to be interested in cars. As a further challenge, Datsun will start out in emerging markets where cars are typically purchased with two years’ worth of saved annual income.
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| Photo: Mathieu St-Pierre |
Nissan
Nissan is the major player here, and much energy will be spent making the brand’s lineup more appealing. Its strategy will be wide, ranging from the New Titan getting a Cummins 5.0L turbodiesel V8 with over 300 horsepower and 550 torques to the introduction five new EV products by 2018.
It would appear as though Canada’s market strategy is poised to change in order to help Nissan Motor Company achieve its global goal of an 8% market share. In the past, and by default, the American product plan became the Canadian strategy and this is something that the company’s recently appointed President, Christian Meunier, disagrees with.
The right product for our market will certainly help Nissan’s positioning. Although, I suspect that this will signify the end of a few vehicles currently in showrooms. Nothing is yet official, however, it would only make sense.
Infiniti
Infiniti has a different roll to play: Its first challenge is working hard at being a recognized and desirable luxury car option. Beyond that, they want to be considered by the same Millennials, Gen Yers and Gen Z’ers as Datsun, but from the other end of the spectrum.
Nissan Motor Company expects that 80% of luxury car buyers will be from these groups by the end of the decade. In China, this is currently the case. One can easily understand why Infiniti wants in with these people. Can’t you? Globally, luxury cars may count for only 12% of new car sales, but they also represent 50% of profits! There’s some serious money to be made.
Infiniti is in nearly 50 markets worldwide, and so they are poised to deliver more cars. Johan de Nysschen, President of Infiniti Motor Company, said that the focus will be on the brand -- building on it -- as it is the only way to ensure success in the future. I’d previously said the same in a yet unpublished story, so clearly Johan’s on the right track…
In order to make the brand come before the product, passion will be created through performance all the while remaining earth conscientious and packing serious technology, and finally it will all be wrapped in a seductive design.