Datsun Nissan
1933 - 1984 (end Datsun)
Country:
COMPARED WITH THE European car manufacturers, the main Japanese firms are very young. By the mid 1970's Nissan-Datsun had become the fourth largest car manufacturer in the world, despite only being able to trace its ancestry back to the early 1930s, when three Japanese financiers - Den, Aoyama and Takeuchi - formed a car company called Kai Shinsha Motors.
The cars it made took their name from the initials of the three backers: D.A.T. The idea was to promote the car as the son of the three gentlemen - hence DATSON. But 'son' is also the Japanese for 'loss', and the result was a hasty change to DATSUN.
In 1933, the company was established on a new basis with a public shareholding; the change of name to Nissan Motor Company followed in 1934. By 1935, it had set up a Ford-type production line and was already exporting. Among its first products was a car owing a good deal to the Austin Seven.
Although set for apparent growth, Nissan fell under the shadow of the approaching war. By 1938, passenger-car production was restricted and the Yokohama factory was concentrating on building army trucks. At the end of the war, in common with most of Japanese industry, Nissan lay in ruins.
The occupation forces took over the factories and, in the immediate post-war period, production consisted entirely of trucks for their use. In 1947, though, car production was resumed on a modest scale. The first models were again British-based, derived from the then-current Austin models, and this was to set the pattern right through to the early 1950s.
By this time, Nissan's cars closely resembled the Austin Devon and Somerset, but the firm was busy on designs of its own. By 1955, they were ready to go into production. In that same year, the occupation forces finally relinquished their hold on all Nissan's factories, enabling the Japanese to organise production properly.
The Datsun 110 saloon and 120 pickup truck (derived from it) began to appear in some numbers. The 110 started a long line of development which can be traced right through to the 1976 Bluebirds though, at that time, the name had not been adopted. By 1958, standards were high enough, and production large enough, for Nissan to enter the American market, concentrating on California where the cars were first shown.
Before long, a nation-wide sales network had been set up. In 1959, it was able to offer Americans the new Datsun 310, now named Bluebird and, in the following year, the first Datsun 2000 (also to find an unbroken line of successors) appeared. Production and exports continued to grow, based largely on the Bluebird. In 1961, Nissan became Japan's top car exporter, and was planning great increases in production capacity as well as new models.
The Oppama Plant and Rapid Expansion
The purpose-built Oppama plant, on the edge of Tokyo bay, south of Yokohama, went into operation in 1962. Next year, two notable landmarks were passed - the Bluebird topped 200,000 units, and exports reached 100,000. From this point on, expansion was very rapid. The 1964 production rate for the Bluebird exceeded 10,000 cars a month; the first time a Japanese manufacturer had built a single model at such a high rate. The Oppama plant was proving its worth, and the next project - the Zama plant, west of Tokyo - was rising from green fields. Intended at first as a truck factory, it was soon turned over to car production as demand increased.
Nissan was now definitely heading for a place in the 'big league'. Its model range was riot wide enough, so it produced the big President, a genuine prestige car, still, in 1976, sold only in Japan, and replaced the 2000 with a new model. At the same time, the firm began to build up a fleet of specialised car carriers, primarily to take cars to America.
A 25hp Datsun 113 sedan, powered by a 850cc engine, this was one of the first Datsun's to be exported.
Australians love the Datsun 1600SSS, and for good reason. It was the dogs bollocks in toughness, as evidenced by its win in the 1970 East African Rally.
The Datsun 1200 is not well rembered as a rally hero, but it did acquit itself very well.
The 180B was extremely popular, particularly in SSS mode.
The Datsun 200L is regarded by most at the makers first entry into the mid (to large) class, excluding the luxury models from previous years.
The Datsun Cherry FII Coupe, successor to the 120A.
The 120Y featured different front end styling depending on which market it was being exported to. This design was destined for European markets.
Nissan Merge With Prince
In 1966, the model range was expanded in the other direction with the introduction of the Datsun 1000. This small, modern four-seater set a new pattern, offering a chance of 'proper' motoring to the not-so-well-off Japanese, who had previously been offered only a choice of several 360 cc minicars.
While this was a move in the Japanese domestic market, Nissan also launched a campai