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Encyclopedia > Datsun
Nissan Motor Co., Ltd.
Fate Brand discontinued
Successor Nissan brand name
Founded 1931 (first use of Datsun brand name)
Defunct circa 1986 and became Nissan
Location Japan Flag of Japan
Industry Automobile
Products Cars and light trucks
Key people
Yoshisuke Ayukawa, Founder of Nissan Sangyo
Yutaka Katayama, President, Nissan Motor Corporation in U.S.A.
Katsuji Kawamata, President, Nissan Motor Co., Ltd.

The Datsun is a car you own if you want no performance or speed wat so ever. Its goes no where. Sounds even worse, and to all you datsun owners out there you so blow it up or put it in a river. You know who you are(lachy) lol so just do it and get them off our roads and into our wreckers. burn them like theres no tomorrow and do the world a favour. Also get a beta car. You can only go up XD “Nissan” redirects here. ... Image File history File links No higher resolution available. ... Year 1931 (MCMXXXI) was a common year starting on Thursday (link will display full 1931 calendar) of the Gregorian calendar. ... Year 1986 (MCMLXXXVI) was a common year starting on Wednesday (link displays 1986 Gregorian calendar). ... Nissan Motor Co. ... Image File history File links Flag_of_Japan. ... “Car” and “Cars” redirect here. ... “Nissan” redirects here. ... Yutaka Katayama (片山豊) , also known as Mr K, was a executive of Nissan Motors USA and is regarded by Datsun/Nissan Z Car enthusiasts as the father of the Z-Car. ... “Nissan” redirects here. ...


Datsun was an automobile marque. There never was an actual "Datsun" company, as the brand name was used in production only by DAT Motors and Nissan Motor Co., Ltd.. The name was created in 1931 by the DAT Motorcar Co. for a new car model, spelling it as "Datson" to indicate its smaller size when compared to the existing, larger DAT car. Later, in 1933 after Nissan Motor Co., Ltd. took control of DAT Motorcar Co., the last syllable of Datson was changed to "sun", because "son" also means "loss" () in Japanese, hence the name "Datsun" : Dattosan (ダットサン Dattosan?).[1]. The Datsun brand was discontinued in March 1986. The Datsun name is most famous for the sports cars referred to as the Fairlady roadsters and later the Fairlady (240Z) coupes. A marque (French for brand and pronounced as mark) is a brand name, most commonly used for automobile brands. ... “Nissan” redirects here. ... Year 1931 (MCMXXXI) was a common year starting on Thursday (link will display full 1931 calendar) of the Gregorian calendar. ... “Nissan” redirects here. ... “Nissan” redirects here. ... The Fairlady is a Japanese domestic name for the Z series of sportcars. ... 240Z (front), 350Z (back) Z-car usually refers to a series of sports cars manufactured by Nissan. ...

Contents

History

The origins of Datsun

Further information: Nissan

Before the Datsun brand name came into being, an automobile named the DAT car was built in 1914, by the Kwaishinsha Motorcar Works (快進自動車工場 Kaishin Jidōsha Kōjō?), in the Azabu-Hiroo District in Tokyo. The new car's name was an acronym of the company's partners' surnames: Nissan Motor Co. ...

  • Kenjiro Den (田 健次郎 Den Kenjirō?)
  • Rokuro Aoyama (青山 禄朗 Aoyama Rokurō?)
  • Meitaro Takeuchi (竹内 明太郎 Takeuchi Meitarō?).

The firm was renamed Kwaishinsha Motorcar Co. in 1918, seven years after their establishment and again, in 1925, to DAT Motorcar Co. DAT Motors constructed trucks in addition to the DAT passenger cars. In fact, their output focused on trucks since there was almost no consumer market for passenger cars at the time. Beginning in 1918, the first DAT trucks were assembled for the military market. The low demand from the military market during the 1920s forced DAT to consider merging with other automotive industries. In 1926 the Tokyo-based DAT Motors merged with the Osaka-based Jitsuyo Jidosha Co., Ltd. (実用自動車製造株式会社 Jitsuyō Jidōsha Seikoku Kabushiki-Gaisha?) also known as Jitsuyo Motors (established 1919, as a Kubota subsidiary) to become DAT Automobile Manufacturing Co., Ltd. (ダット自動車製造株式会社 Datto Jidōsha Seizō Kabushiki-Gaisha?) in Osaka until 1932. Year 1926 (MCMXXVI) was a common year starting on Friday (link will display the full calendar) of the Gregorian calendar. ... For other uses, see Tokyo (disambiguation). ... Osaka )   is a city in Japan, located at the mouth of the Yodo River on Osaka Bay, in the Kansai region of the main island of HonshÅ«. The city is the capital of Osaka Prefecture. ...



It was in 1931 when DAT came out with a new smaller car, that the first "Datson", meaning "Son of DAT", was finally built. This was the actual beginning on the Datsun brand name. Later, in 1933, after Nissan took control of DAT Motors, the last syllable of Datson was changed to "sun".


Datsun in the American market

The use of the Datsun name in the American market derives from the name Nissan used for its production cars. In fact, the cars produced by Nissan already used the Datsun brand name, a successful brand in Japan since 1932, long before World War II. In fact before the entry into the American market in 1958, Nissan did not produce cars under the Nissan brand name, but only trucks. Their in-house designed cars were always branded as Datsuns. Hence, for Nissan executives it would be only natural to use such a successful name when exporting models to the United States. Only in the 1960s did Nissan begin to brand some automobile models as Nissans, and these were limited to their high-end models, for example the Cedric luxury sedan. In America, the Nissan branch was named "Nissan Motor Corporation in U.S.A.", and chartered on September 28, 1960, in California. Nissan may have had no problems with using the name Nissan in America, but the small cars the firm exported to America were still named Datsun. Combatants Allied powers: China France Great Britain Soviet Union United States and others Axis powers: Germany Italy Japan and others Commanders Chiang Kai-shek Charles de Gaulle Winston Churchill Joseph Stalin Franklin Roosevelt Adolf Hitler Benito Mussolini Hideki Tōjō Casualties Military dead: 17,000,000 Civilian dead: 33,000... Jan. ... Year 1960 (MCMLX) was a leap year starting on Friday (link will display full calendar) of the Gregorian calendar. ... The Nissan Cedric is a large luxurious automobile produced by Nissan since 1960. ... is the 271st day of the year (272nd in leap years) in the Gregorian calendar. ... Year 1960 (MCMLX) was a leap year starting on Friday (link will display full calendar) of the Gregorian calendar. ...


Corporate choice favoured “Datsun”, so as to distance the parent factory Nissan’s association by Americans with Japanese military manufacture. In fact Nissan's involvement in Japan's military industries was substantial. The company's car production at the Yokohama plant shifted towards military needs just a few years after the first passenger cars rolled off the assembly line, on April 11, 1935. By 1939 Nissan's operations had moved to Manchuria, then under Japanese occupation, where its founder and President, Yoshisuke Ayukawa, established the Manchurian Motor Company to manufacture military trucks. is the 101st day of the year (102nd in leap years) in the Gregorian calendar. ... 1935 (MCMXXXV) was a common year starting on Tuesday (link will display full calendar). ... Year 1939 (MCMXXXIX) was a common year starting on Sunday (link will display the full calendar) of the Gregorian calendar. ... This article does not cite any references or sources. ...


Ayukawa, a well connected and aggressive risk taker, also made himself a principal partner of the Japanese Colonial Government of Manchukuo.[2] Ultimately, Nissan Heavy Industries emerged near the end of the war as an important player in Japan’s war machinery. After the war ended, Soviet Union seized all of Nissan’s Manchuria assets, while the Occupation Forces made use of over half of the Yokohama plant. General MacArthur had Ayukawa imprisoned for twenty-one months as a war criminal. After release he was forbidden from returning to any corporate or public office until 1951. He was never allowed back into Nissan, which returned to passenger car manufacture in 1947 and to its original name of Nissan Motor Company Ltd. in 1949. Flag Anthem National Anthem of Manchukuo Map of Manchukuo Capital Hsinking Government Constitutional monarchy Emperor  - 1932 - 1934 Datong (Chief Executive) (Aisingioro Puyi)  - 1934 - 1945 Kangde-Emperor (Aisingioro Puyi) Prime Minister  - 1932 - 1935 Zheng Xiaoxu  - 1935 - 1945 Zhang Jinghui Historical era World War II  - Established 1932  - Disestablished 1945 Manchukuo (, State of... Capital Tokyo Language(s) Japanese Political structure Military occupation Military Governor  - 1945-1951 Douglas MacArthur  - 1951-1952 Matthew Ridgway Emperor  - 1926-1989 Hirohito Historical era Post-WWII  - Surrender of Japan August 15, 1945  - San Francisco Treaty April 28, 1952 At the end of the Second World War, Japan was occupied... For the town of Yokohama in Aomori Prefecture, see Yokohama, Aomori. ... MacArthur landing at Leyte Beach in 1944. ... A war crime is a punishable offense, under international (criminal) law, for violations of the law of war by any person or persons, military or civilian. ... Year 1951 (MCMLI) was a common year starting on Monday (link will display the full calendar) of the Gregorian calendar. ... Year 1947 (MCMXLVII) was a common year starting on Wednesday (link will display full 1947 calendar) of the Gregorian calendar. ... Year 1949 (MCMXLIX) was a common year starting on Saturday (link will display the full calendar) of the Gregorian calendar. ...

Datsun Fairlady
Datsun Fairlady

American service personnel in their teens or early twenties during the Second World War would be in prime car-buying age by 1960, if only to find an economical, small second car for their growing family needs. Yutaka Katayama, (Mr. "K") former president of Nissan's American operations, would have had his personal second world war experiences in mind supporting the name Datsun. Katayama's visit to Nissan’s Manchuria truck factory in 1939, made him realise the appaling conditions of the assembly lines, leading him to abandon the firm.[3] In 1945, near the end of the war, Katayama was ordered to return to the Manchurian plant, however he rebuffed these calls and refused to return. Image File history File links Metadata Size of this preview: 800 × 541 pixelsFull resolution (1157 × 783 pixel, file size: 267 KB, MIME type: image/jpeg) Photo taken by me. ... Image File history File links Metadata Size of this preview: 800 × 541 pixelsFull resolution (1157 × 783 pixel, file size: 267 KB, MIME type: image/jpeg) Photo taken by me. ... The United States Armed Forces are the military services of the United States. ... Wikibooks has more about this subject: Economics Wikibooks Wikiversity has more about this subject: School of Economics U.S. Economic Calendar Economics at the Open Directory Project Economics textbooks on Wikibooks The Economists Economics A-Z Institutions and organizations Bureau of Labor Statistics - from the American Labor Department Center... Yutaka Katayama (片山豊) , also known as Mr K, was a executive of Nissan Motors USA and is regarded by Datsun/Nissan Z Car enthusiasts as the father of the Z-Car. ... Year 1945 (MCMXLV) was a common year starting on Monday (link will display the full calendar). ...

Datsun 240Z (US) or Fairlady Z (Jap)
Datsun 240Z (US) or Fairlady Z (Jap)

Katayama desired to build and sell passenger cars to people, not to the military; for him it was the name "Datsun" that survived the war with its purity intact, not "Nissan". This obviously led Katayama to have problems with the corporate management. The discouragement felt by Katayama as regards his prospects at Nissan, led to his going on the verge of resigning, when Datsun’s 1958 Australian Mobilgas victories vaunted him, as leader of the winning Datsun teams, to national prominence in a Japan bent on regaining international status. Image File history File links Size of this preview: 800 × 437 pixelsFull resolution (922 × 504 pixel, file size: 75 KB, MIME type: image/jpeg) File history Legend: (cur) = this is the current file, (del) = delete this old version, (rev) = revert to this old version. ... Image File history File links Size of this preview: 800 × 437 pixelsFull resolution (922 × 504 pixel, file size: 75 KB, MIME type: image/jpeg) File history Legend: (cur) = this is the current file, (del) = delete this old version, (rev) = revert to this old version. ... ... A 1962 magazine advertisement for Champion Spark Plugs (Federal-Mogul) promoting the Mobil Economy Run winner for the year, the Rambler American. ... History of Japan Paleolithic Jomon Yayoi Yamato period ---Kofun period ---Asuka period Nara period Heian period Kamakura period Muromachi period Azuchi-Momoyama period ---Nanban period Edo period Meiji period Taisho period Showa period ---Japanese expansionism ---Occupied Japan ---Post-Occupation Japan Heisei Following the end of the Allied occupation in 1952...


Katayama was made Vice President of the Nissan North American company in 1960, and as long as he was involved in decision making, both as North American Vice President from 1960 to 1965, and then President of Nissan Motor Company – USA from 1965 to 1975, the cars were sold as Datsuns. “What we need to do is improve our car’s efficiency gradually and creep up slowly before others notice. Then, before Detroit realizes it, we will have become an excellent car maker, and the customers will think so too. If we work hard to sell our own cars, we won’t be bothered by whatever the other manufacturers do. If all we do is worry about the other cars in the race, we will definitely lose.”[4] Year 1960 (MCMLX) was a leap year starting on Friday (link will display full calendar) of the Gregorian calendar. ... Year 1960 (MCMLX) was a leap year starting on Friday (link will display full calendar) of the Gregorian calendar. ... Year 1965 (MCMLXV) was a common year starting on Friday (link will display full calendar) of the 1965 Gregorian calendar. ... Year 1965 (MCMLXV) was a common year starting on Friday (link will display full calendar) of the 1965 Gregorian calendar. ... Year 1975 (MCMLXXV) was a common year starting on Wednesday (link will display full calendar) of the Gregorian calendar. ... Look up efficiency in Wiktionary, the free dictionary. ... Motto: Speramus Meliora; Resurget Cineribus (We Hope For Better Things; It Shall Rise From the Ashes - this motto was adopted after the disastrous 1805 fire that devastated the city) Nickname: The Motor City and Motown Location in Wayne County, Michigan Founded Incorporated July 24, 1701 1815  County Wayne County Mayor...


Rebranding

Datsun 720
Datsun 720

In Japan, there appears to have been what probably constituted a long held 'official' company bias against use of the name “Datsun”.[5] At the time, Kawamata was a veteran of Nissan, in the last year of his presidency, a powerful figure whose experience in the firm exceeded two decades. His rise to its leadership position occurred in 1957 in part because of his handling of the critical Nissan worker’s strike that began May 25, 1953, and ran for 100 days. During his tenure as Nissan President, Kawamata stated that he "regretted that his company did not imprint its corporate name on cars, the way Toyota does. ‘Looking back, we wish we had started using Nissan on all of our cars,’ he says. ‘But Datsun was a pet name for the cars when we started exporting.’ ”[6] Image File history File links Metadata Size of this preview: 800 × 474 pixelsFull resolution (2624 × 1556 pixel, file size: 278 KB, MIME type: image/jpeg) File history Legend: (cur) = this is the current file, (del) = delete this old version, (rev) = revert to this old version. ... Image File history File links Metadata Size of this preview: 800 × 474 pixelsFull resolution (2624 × 1556 pixel, file size: 278 KB, MIME type: image/jpeg) File history Legend: (cur) = this is the current file, (del) = delete this old version, (rev) = revert to this old version. ... For other senses of this word, see bias (disambiguation). ... Year 1957 (MCMLVII) was a common year starting on Tuesday (link displays the 1957 Gregorian calendar). ... is the 145th day of the year (146th in leap years) in the Gregorian calendar. ... January 7 - President Harry S. Truman announces the United States has developed a hydrogen bomb. ... This article is about the automaker. ...


Ultimately, the decision was made to stop using the brand name Datsun worldwide, in order to strengthen the company name Nissan.


“The decision to change the name Datsun to Nissan in the U.S. was announced in the fall of 1981. The rationale was that the name change would help the pursuit of a global strategy. A single name worldwide would increase the possibility that advertising campaigns, brochures, and promotional materials could be used across countries and simplify product design and manufacturing. Further, potential buyers would be exposed to the name and product when traveling to other countries. Industry observers, however, speculated that the most important motivation was that a name change would help Nissan market stocks and bonds in the U.S. They also presumed substantial ego involvement, since the absence of the Nissan name in the U.S. surely rankled Nissan executives who had seen Toyota and Honda become household words.”[7] Firms that pursue a Global Strategy are faced with great pressures from cost reductions but with weak pressure for local responsiveness. ... eGO is a company that builds electric motor scooters which are becoming popular for urban transportation and vacation use. ... Motto: (traditional) In God We Trust (official, 1956–present) Anthem: The Star-Spangled Banner Capital Washington, D.C. Largest city New York City Official language(s) None at the federal level; English de facto Government Federal Republic  - President George W. Bush (R)  - Vice President Dick Cheney (R) Independence - Declared - Recognized... This article is about the automaker. ... This article is about the Japanese motor corporation. ...

1974 Datsun 260Z

Ultimately, the name change campaign lasted for a three year period from 1982 to 1984, and cost Nissan a figure in the region of US$500 million. Operational costs included the changing of signs at 1,100 Datsun dealerships, and amounted to US$30 million. Another US$200 million were spent during the 1982 to 1986 advertising campaigns, where the “Datsun, We Are Driven!” campaign yielded to “The Name is Nissan” campaign. (“The Name is Nissan” campaign was used for some years beyond 1985). Another US$50 million was lost in Datsun advertisements that were paid for but stopped or never used. A final large yet indefinite cost is assumed to have occurred from “brand confusion” as some North American buyers simply avoided the Datsun, Datsun by Nissan, or Nissan automobile altogether during this time period. If Nissan lost 0.3% (three tenths of one percent) of sales due to the confusion during the transitional period, the lost revenue would still amount to several hundred million dollars. Five years after the name change program was over, Datsun still remained more familiar than Nissan.[8] It was rumored in some circles that the rebranding was at least in part due to being the brunt of many jokes about the brand name being so closely pronounced similar to the dog breed, Dachshund. This has no real verification that is currently known to be absolute fact. Image File history File links Size of this preview: 800 × 422 pixelsFull resolution (1337 × 706 pixel, file size: 101 KB, MIME type: image/jpeg) Description: Datsun 260 Z Picture taken during 2000 km durch Deutschland source de:Benutzer:Kassander der Minoer File links The following pages on the English Wikipedia... Image File history File links Size of this preview: 800 × 422 pixelsFull resolution (1337 × 706 pixel, file size: 101 KB, MIME type: image/jpeg) Description: Datsun 260 Z Picture taken during 2000 km durch Deutschland source de:Benutzer:Kassander der Minoer File links The following pages on the English Wikipedia... Year 1982 (MCMLXXXII) was a common year starting on Friday (link displays the 1982 Gregorian calendar). ... This article is about the year. ... Year 1982 (MCMLXXXII) was a common year starting on Friday (link displays the 1982 Gregorian calendar). ... Year 1986 (MCMLXXXVI) was a common year starting on Wednesday (link displays 1986 Gregorian calendar). ... This article is about the year. ...


Rebirth

External images
Image of the 2002 Datsun pick-up truck

In 2001, Nissan marketed their D22 pick-up model in Japan with the name Datsun, this time however the use of the brand name was wholly restricted to this one specific model name. Production of this model was between May 2001 and October 2002[9] Image File history File links No higher resolution available. ... Image File history File links Nuvola_apps_xmag. ... Year 2001 (MMI) was a common year starting on Monday (link displays the 2001 Gregorian calendar). ... Nissan Hardbody Truck with second facelift Nissan Hardbody Trucks were the successor to the Datsun 720 line of small trucks. ... For other uses, see May (disambiguation). ... Year 2001 (MMI) was a common year starting on Monday (link displays the 2001 Gregorian calendar). ... October 2002 : January - February - March - April - May - June - July - August - September - October - November - December // Events October 31, 2002 The Russian Health Minister Yuri Shevchenko has now stated that the incapacitating agent used in the storming of the Moscow theatre siege was a fentanyl derivative. ...

1980 Nissan-Datsun Sunny/140Y
1980 Nissan-Datsun Sunny/140Y
1982 Datsun 280ZX Turbo
1982 Datsun 280ZX Turbo
A Datsun 510 racing car used in vintage racing.
A Datsun 510 racing car used in vintage racing.
1972 Datsun 1200 Deluxe, B110 series.
1972 Datsun 1200 Deluxe, B110 series.
Datsun Bluebird SSS R411.
Datsun Bluebird SSS R411.

Image File history File linksMetadata Size of this preview: 729 × 346 pixelsFull resolution (729 × 346 pixel, file size: 88 KB, MIME type: image/jpeg) File links The following pages on the English Wikipedia link to this file (pages on other projects are not listed): Nissan Sunny List of automobiles by... Image File history File linksMetadata Size of this preview: 729 × 346 pixelsFull resolution (729 × 346 pixel, file size: 88 KB, MIME type: image/jpeg) File links The following pages on the English Wikipedia link to this file (pages on other projects are not listed): Nissan Sunny List of automobiles by... Image File history File linksMetadata 2141179_7b45b5c6b3_o. ... Image File history File linksMetadata 2141179_7b45b5c6b3_o. ... Image File history File links Metadata Size of this preview: 800 × 600 pixelsFull resolution (1600 × 1200 pixel, file size: 950 KB, MIME type: image/jpeg) (All user names refer to en. ... Image File history File links Metadata Size of this preview: 800 × 600 pixelsFull resolution (1600 × 1200 pixel, file size: 950 KB, MIME type: image/jpeg) (All user names refer to en. ... Image File history File linksMetadata 1972_Datsun_1200. ... Image File history File linksMetadata 1972_Datsun_1200. ... Image File history File links No higher resolution available. ... Image File history File links No higher resolution available. ...

See Also

The Datsun Sports (called Fairlady in the home market), was a series of roadsters produced by Nissan in the 1960s. ... “Nissan” redirects here. ... Sir Laurence John Hartnett CBE (1898–1986) was an engineer who made several important contributions to the Australian automotive industry. ...

Notes

  1. ^ Consumano, Michael A. The Japanese Automobile Industry, H.U.P (1985), ISBN 0-674-47255-1 p.33
  2. ^ Halberstam, David The Reckoning, Avon Books, 1986 ISBN 0-380-72147-3.
  3. ^ “Yutaka Katayama; A Man Who Realized a Dream in America", 1998 Z Car Club Association, pg 71
  4. ^ “Yutaka Katayama; A Man Who Realized a Dream in America", 1998 Z Car Club Association, pg 36
  5. ^ Business Week, April 7, 1973, interview with Katsuji Kawamata, president of Nissan Motor Company Ltd.
  6. ^ Business Week, April 7, 1973, pg. 69
  7. ^ Aaker, David A. MANAGING BRAND EQUITY : Capitalizing on the Value of a Brand Name, New York: The Free Press, 1991 ISBN 0-02-900101-3 Chapter 3, Pg. 57
  8. ^ Aaker, David A. MANAGING BRAND EQUITY : Capitalizing on the Value of a Brand Name, New York: The Free Press, 1991 ISBN 0-02-900101-3 Chapter 3, pg 56.
  9. ^ http://history.nissan.co.jp/DATSUN/TRUCK/D22/0105/

April 7 is the 97th day of the year in the Gregorian calendar (98th in leap years). ... For the song by James Blunt, see 1973 (song). ...

References

  • Cusumano, Michael A. (1985). The Japanese Automobile Industry. Havard University Press. ISBN 0-674-47255-1. 
  • Halbertsam, David (1986). The Reckoning. Avon Books. ISBN 0-380-72147-3. 
  • Aaker, David A. (1991). MANAGING BRAND EQUITY : Capitalizing on the Value of a Brand Name. New York: The Free Press. ISBN 0-02-900101-3. 

External links

Cars Portal
Japanese Car Portal

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