NISSAN Motor Company is bringing the legendary Datsun brand back to the Middle East with the exclusive launch of two models in Lebanon, the on-DO and mi-DO. Both models make owning a new car an attainable reality for a significant portion of first-time auto buyers. More than 100 years ago, Japanese engineer Masujiro Hashimoto had a dream. He created a car that he hoped would put his country on wheels. He called it DAT, after the initials of his three main backers. Though highly regarded, his car was too expensive to have mass appeal. But in 1931 a new small car called Datson – son of DAT – was launched and everything changed. For the next 50 years the cars, now called Datsun, offered the freedom of personal mobility to people who had never previously dreamed of owning a new car. The cars were built in Japan and sold globally while the company that built them, Nissan, became one of the biggest automakers in the world. Today Datsun is back and, like the original Datsun, is introducing new customers to the joys of motoring. The new Datsun cars set new standards in their market segments by combining quality and reliability with integrity and modernity, all backed by the technical know-how of the globally respected car manufacturer, Nissan. 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. 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. "Datsun 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," said Vincent Cobee, Global Head of Datsun. "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." 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. 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. The mi-DO is a 5-door hatchback starting at $12,900, a stylish car with cool, distinctive and dynamic design to match its reliability and versatility. The two models appeal to different consumer segments, with on-DO aimed at buyers with family needs while the mi-DO targeting younger motorists seeking fun, dynamic and dependable transport. Both models are built with integrity, feature modern design, quality materials inside and out, and offer excellent ground clearance with plenty of trunk space. Both models also include a host of advanced safety and comfort features as standard and provide worry-free motoring with a comprehensive three year / 100,000km warranty. "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," said Samir Cherfan, Managing Director of Nissan Middle East. "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. Datsun's global success was underpinned by its promise to make new car ownership a reality for the whole world in the mid-1950s and this promise still holds true today." "We anticipate strong demand for both models and expect to secure entry segment leadership in Lebanon within the next 3 years," added Cherfan. "The launch of the new Datsun 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," said Fayez Rasamny, Chairman and CEO of RYMCO. "Datsun target customers are optimistic young Lebanese ‘risers' who are shaping tomorrow's Lebanon, 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. Risers appreciate value and quality – hallmarks of this brand since its inception in 1933 – and many are first time buyers entering the market looking for modern design and dependable engineering, which the current Datsun models target. They see mobility as essential to fulfilling their life aspirations and are able to put implicit trust in the brand, backed as it is by a true automotive leader." Datsun on-DO Exterior design The front of Datsun on-DO is dominated by the chrome-framed hexahedron Datsun family corporate ‘D-cut' grille that houses the new Datsun badge in its center. Datsun on-DO sedan is 4,337 mm long, 1,500mm tall and sits on a long 2,476mm wheelbase to ensure as much interior cabin space as possible. Special attention was paid to the area behind the rear wheels, which translates into a large trunk offering a class-leading 530 liters of luggage space. To cope with the rough roads it is likely to encounter, it has a useful 174mm ground clearance. Interior design A unique instrument panel assembly, steering pad and high quality cloth seat coverings give the Datsun on-DO a premium feel. Clear and easy to read dials sit ahead of the driver, with a large rev counter and matching speedometer featuring white numerals on a blue background. Between the two dials is a digital trip meter incorporating a clock, bar fuel gauge and economy meter. Practicality is one of the key features of Datsun on-DO. As well as a large trunk with a wide opening aperture, every model in the range has folding rear seats to increase luggage space. Depending on the version the rear seats fold on a 60/40 basis. The trunk also features a closing handle inside the lid so that it can be closed without the need to touch the exterior of the car (a boon in winter when the car is covered in road grime). Engine and drivetrain Power is supplied by a proven eight-valve 1.6-litre overhead camshaft engine developing 87 hp. Datsun on-DO is available with a five-speed manual or four-speed automatic transmission. The five-speed manual transmission features a cable shift mechanism, reinforced synchronizers, and re-profiled gear teeth. The result is a precise, short-throw low-effort shift. Other benefits include enhanced refinement with commendably low vibrations and noise. Datsun mi-DO Exterior design Although clearly related, Datsun's two models for Lebanon are different in the way they look. The Datsun mi-DO hatchback is shorter than the Datsun on-DO sedan and has a more aggressive, sporty appearance. This visual strength is most obvious in its ‘face', which is distinctly different from the sedan's. Although both share the confident, ‘D-Cut' grille, significant changes to the headlamps and bumper assembly give Datsun mi-DO a bold and premium feel. At the rear, the tailgate is deep and opens wide to make loading and unloading the trunk as easy as possible, while the bumpers and protective side body moldings are body colored. Interior design As with Datsun on-DO, a modern instrument panel assembly, chunky steering wheel and luxurious cloth seat coverings can be found inside the Datsun mi-DO with its quality highlighted by the use of silver colored accents and grained interior covering. The roomy interior offers more rear legroom than many of the rivals while trunk capacity is a useful 240 liters. This can be extended if required by folding the rear seats while for added versatility these fold on a 60/40 basis. Like Datsun on-DO the closing handle is on the inside of the tailgate so that it can be closed without the need to touch the exterior of the car. Engine and drivetrain Datsun mi-DO is powered by the same proven 1.6-litre that powers on-DO. It drives the front wheels via a four-speed automatic produced by JATCO. Chassis, steering and brakes With MacPherson strut independent front suspension and a beam rear axle, the basic chassis is a tried and trusted layout known to provide a good balance between handling and ride comfort. For Datsun on-DO – and mi-DO, too – the brakes, steering and chassis have been carefully tuned to enhance ride comfort at the same time as sharpening the handling and providing a flat ride on all surfaces allied to exceptional shock absorption on pitted and bumpy roads. Ground clearance similar to a crossover helps on-DO cope with Lebanese roads. Gas-type shock absorbers are used for good body control over undulating surfaces while spring rates have also been changed. Thicker anti-roll bars are fitted at the rear while direct electric power steering has been adopted to improve steering feel. Engineering Engineers have placed great emphasis on maximizing the car's overall refinement, particularly in terms of noise, vibration and harshness. Aerodynamic refinement means less wind noise is generated while better door and window sealing has reduced vibration and improved protection from water ingress under extreme conditions.
