Yes, the rumour is back. Nissan reportedly plans to “phase out” its budget Datsun brand under a new three-year restructuring plan.
According to Bloomberg, the Japanese firm will confirm its broader plan towards the end of May 2020 when it announces its latest financial results.
An unidentified source “with knowledge of the measures” told the news agency Nissan would phase out its Datsun brand, close down another production line and slash its marketing and research budgets.
In March 2020, Nissan closed its factories in Indonesia, pulling its Datsun brand from that market and reigniting rumours the budget division would be killed off.
The latest report said Datsun would be “phased out” as Nissan turned its focus to main its markets of the United States, Japan and China.
“Nissan will announce a revised mid-term plan along with fiscal year 2019 financial results on May 28. We do not have any further comments on this subject,” Nissan spokesperson Azusa Momose told Bloomberg.
In October 2019, a Reuters report claimed the Nissan group planned to close down Datsun as part of a wider campaign to increase global profits. A few months before, the Japanese firm confirmed plans to cut “roughly 12 500” jobs as it sought to reduce its global production capacity.
Late in 2019, Datsun South Africa described the rumours of the brand's seemingly impending demise as mere “speculation”, saying it planned to continue operating locally.