With developed economics of the world reeling under tough economic situations, emerging markets are being considered as potential markets by auto makers around the world.
When China overtook US to become the largest automotive market in the world, Carlos Ghosn, CEO of Nissan Motors thought to plan out a different strategy to ensure growth from the emerging markets. So Nissan has plans to launch a separate brand for each of the BRICS (Brazil, Russia, India, China and South Africa) countries. One of the reasons is, in BRICS countries, the market of cars is driven by the demand of a new class of customers which have specific needs and requirements. So the company has planned for a different model for each of the BRICS nations to deliver the right kind of vehicles. Vincent Cobee, head of the Datsun project for Nissan globally said, "you don't try to sell in India the regulatory norms of the US". The sole aim of the strategy is to decrease features without cutting down on those relevant factors for the emerging markets.
Under Nissan, there are three global brands – Nissan, Infiniti and Datsun. The first three letters of the brand Datsun stand for Dream, Access and Trust, the three pillars on which the brand is being built. Cobee said, "Datsun was a great car for the emerging middle class then [1914-86]. That's exactly what it will be again." He further added, "We realise that winners in each of the emerging markets are different" and "This is because no two emerging markets are similar and hence what works for one does not work for the other."