Datsun's Go targets India's mass market

Ahead of the ambitious launch of ‘Go’ (pictured) in early 2014, Japanese auto major Nissan is preparing to take on the mass volume category which has been so far dominated by Maruti Suzuki’s Alto and Hyundai Motors’s Eon.

The 1.2 litre ‘Go’, armed with aggressive pricing power of sub-Rs 4 lakh, is targeted at first-time buyers, particularly those looking at 800 cc cars. The mass volume category contributes almost 40% of the overall car sales in India.

Thirty years after phasing out Datsun, the Japanese carmaker globally unveiled the launch of its first small car on July 15.

“Post that, we have been receiving customer feedback. We are assessing customers’ expectations while buying a new car,” said John Kullu, general manager, marketing, Datsun India.

The company is currently conducting a 100-city road show. Brand campaigning and pre-booking for the Go will begin in early 2014.

Datsun would look at expanding in Tier II and Tier III cities, Kullu said without elaborating. The company had earlier said it would have its own outlets. Currently, Nissan-branded products are sold through master franchisee Hover Automotive.

Nissan said it is confident of creating a market for itself. “The Go has got 100% Indian suppliers, so we have competitive pricing of spare parts. Our cost of ownership is going to be amongst the best in the segment, similar to the Alto K10 and the Hyundai Eon,” Kullu said.