Because Car Because Datsun

Nissan has been struggling to sell cars in India since its inception here. Then came the management's decision to launch a new low-cost car brand - Datsun - and honestly, it was quite surprising. Nissan intended to cater to entry-level buyers with Datsun; the ones who are either buying a car for the first time, or are daily commuters. The one thing true for such buyers is that they always prefer a brand with an established service network and strong presence across the country, and that, definitely isn't the case with Nissan. That sums up why I was sceptical about its chances of success and also why Maruti Suzuki and Hyundai dominate the entry-level market in India. Nissan, however, looks at it differently and believes that Datsun - with the promise of better build quality in the budget segment - has the potential to become a good alternative to traditional strong players in that space. The company started its journey with the GO hatchback, which is the most spacious