 "Datsun rolls out urban crossover redi-GO at Rs 2.38 lakh")
To accelerate its growth in India and in the entry-level car segment, Datsun today launched India’s first urban cross Datsun redi-GO, at a starting price of Rs 2,38,862 and it goes as high as Rs 3,34,229. These prices are of ex-showroom in Chennai.
Meanwhile, the price range of the vehicle, ex-showroom in Delhi is Rs 2,38,900-3,34,399.
Guillaume Sicard, President — Nissan India Operations, said, “With Datsun redi-GO, we offer a unique urban-crossover styled in Japan, developed and manufactured in India. We are redefining conventional expectations and notions associated with the entry level car segment in India with a modern, fresh, stylish and accessible product. The Datsun redi-GO comes at a compelling price point and reaffirms Datsun philosophy of Dream, Access and Trust.”
Datsun redi-GO showcases Japanese design philosophy called YUKAN — which stands for brave and bold. It features ‘Tall-Boy’ styling and offers ground clearance of 185 mm, extra roominess, mileage (25.17 kmpl).
Datsun redi-GO also promises the lowest cost of ownership, which is about 32% lower than the competition. Localisation is around 98%, which makes the product viable as far as business as well, the company claims.
Sicard said the challenge for Datsun in India is brand recall among the customers, since the brand is two years
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old in India, while globally it is 100 years old and sold in 190 countries. To address this challenge besides increasing marketing spend, Datsun is also betting big on digital. Service is another key area to boost the brand. Datsun redi-GO will be supported by 274 Nissan and Datsun sales and service touch points in India starting today.
With the projected 300 dealerships, Datsun will be able cover up to 90% of current and prospective customers in the country. Currently, Nissan has 274 dealerships and Datsun has 55 exclusive outlets, which will be increased to 80 this year.
The company also 100 resident dealer sales executives, 30 mobile service vans and roped in MyTVS to take care of service in Tier II and III markets.
Sicard said the focus will be domestic market initially for the company and said will take a call on exports after six months.
Production capacity was also increased at Oragadam facility, near Chennai, by adding third shift. The facility was set up by Nissan along with its French partner Renault. Both the partners have invested Rs 6,100 crore. "We expect the full capacity to touch by 4.80 lakh units in the next 12 months," said Sicard.
The increase in production also comes on the backdrop of increasing demand for Renault's Kwid, which shares both manufacturing facility and CMF-A platform, in which the partners will roll out their entry level products with Nissan.
He said the alliance will take a decision on expansion then. It could be brownfield expansion, will bring down exports and others. Exports this year is expected to be around 90,000 cars as against 110,000 units shipped out last year for the company.
Sicard said the company (Nissan and Datsun) is looking at a market share of 5% by the year 2020 compared to close to 2% now.
| How are the rivals placed? | |
| Model | Price (ex-showroom in New Delhi) |
| Maruti Alto 800 | Rs 2,50,000-3,80,000 |
| Hyundai EON | Rs 3.2 lakh |
| Kwid | Rs 2.56 lakh |