Nissan Motor Corporation has a long and storied history which it can trace back to 1911 and the Kwaishinsha Motor Car Works. Interestingly, it actually adopted the brand name Datsun in 1931, before the company started renaming cars in 1984. So, it’s perhaps no surprise that the company wanted to resurrect the historic Datsun brand during the 2010s, to try and help it grow in emerging markets. However, the project did not go to plan and many problems arose as it pushed cars like the Datsun GO and Datsun CROSS. This is the story of how modern automotive economics can often overpower manufacturer ambition.
