Nissan Motor is bringing the legendary Datsun brand back to the Middle East region with the exclusive launch of two new models in Lebanon, the on-DO and mi-DO.

Launched in 2014 after the brand was globally phased out in 1981, Datsun has sold over 170,000 cars in India, Indonesia, Russia and South Africa, said a statement from the company.

Making its Middle East debut in Lebanon, Datsun is building on its long-standing heritage where it already enjoys a popular following since Rasamny Younis Motor Company (Rymco) sold the first Datsun cars in Lebanon in 1967.

The two models will be available in Lebanon through Rymco, Nissan and Datsun’s distributor in Lebanon for the past 49 years, and will include the on-DO four-door saloon and the mi-DO five-door hatchback that are designed at Nissan’s state-of-the-art Global Design Centre in Atsugi, Japan, it stated.

The two models appeal to different consumer segments, with on-DO aimed at buyers with family needs while the mi-DO is targeted at younger motorists seeking fun, dynamic and dependable transport, said the auto giant.

According to Nissan, both the models are built with integrity, feature modern design, quality materials inside and out, and offer excellent ground clearance with plenty of trunk space.

It also includes a host of advanced safety and comfort features as standard and provide worry-free motoring with a comprehensive three year per 100,000 km warranty.  

The on-DO is designed to be a large, authentic and tough family sedan starting at $11,900, providing a high level of quality, reliability and competitiveness, it stated.  

The mi-DO is a five-door hatchback starting at $12,900, a stylish car with cool, distinctive and dynamic design to match its reliability and versatility, it added.

Commenting on the launch, Vincent Cobee, global head of Datsun, said: “It is an iconic brand with a global heritage that dates back to 1933, a legacy that has seen more than 20 million units sold worldwide in the 50 years when Datsun was a household brand.”

“The brand today represents a revival of the core values which made Datsun the icon it was in the past while addressing the needs of our modern society. These are making the dream of new car ownership a reality for first-time buyers, providing access and peace of mind to worry-free ownership, while delivering trust through transparency, sincerity and reliability,” he added.

Samir Cherfan, managing director of Nissan Middle East, said: “The new Datsun line-up has been specifically designed for the demands of countries like Lebanon where both geographical and economic considerations have an impact on new car buying decisions.”

“The new models address these considerations while providing best-in-class features and high levels of refinement and comfort, coupled with after-sales services excellence by Rymco, having served Datsun and Nissan customers for over 49 years,” he added.

“We anticipate strong demand for both models and expect to secure entry segment leadership in Lebanon within the next three years,” he added.

Fayez Rasamny, chairman and CEO of Rymco, said: “The launch of these models in Lebanon is a historic occasion for us and marks a 49-year journey, bringing back an iconic brand to the market which gave reason for Rymco to exist.”

“Datsun target customers are optimistic young Lebanese ‘risers’ who are shaping tomorrow’s nation, people who are in touch with the world they live in and are aspiring every day to see a better Lebanon and a better world,” he added. – TradeArabia News Service