Classic Car Wiki

Introduction to Datsun

Datsun is one of Japan’s most iconic automotive brands, with a history that spans over a century. Known for producing reliable, affordable, and stylish cars, Datsun helped bring Japanese automobiles to the global stage. Although the brand was eventually absorbed by Nissan and phased out for a time, it left an indelible mark on the global automotive industry—especially in markets like the United States, where the Datsun name became synonymous with quality and value.

Origins and Founding

Kaishinsha Motor Car Works

The roots of Datsun trace back to 1911, when engineer Masujiro Hashimoto founded **Kaishinsha Motor Car Works** in Tokyo. In 1914, the company built its first car, the **DAT**, named after the initials of the company’s three investors—Den, Aoyama, and Takeuchi. The car was a small, boxy runabout and is considered Japan’s first domestically-produced vehicle.

The Name “Datsun”

The name **Datsun** was coined in 1931 by the newly reorganized **Dat Motorcar Co.**, which had created a smaller version of the DAT car, calling it “Datson” (son of DAT). However, the name was changed to **Datsun**—”sun” replacing “son”—because “son” sounded like the Japanese word for “loss.” The new name also symbolized the rising sun of Japan.

Early Developments and World War II

Merger with Nissan

In 1934, the company merged with **Tobata Casting**, and eventually became part of the **Nissan Group**, under the leadership of Yoshisuke Aikawa. Datsun became the brand name for small passenger cars, while Nissan focused on larger vehicles, trucks, and industrial products.

Wartime Production

During World War II, Datsun’s factories were converted for military use. Civilian car production ceased, and the company focused on producing trucks and military vehicles. After the war, Japan’s automotive industry was in ruins, and Datsun, like many others, had to rebuild from scratch.

Post-War Recovery and Expansion

Resumption of Civilian Production

By the late 1940s, Datsun had resumed production of small passenger cars and light trucks. In 1958, the company released the **Datsun 1000**, a small, affordable vehicle that marked the beginning of Japan’s post-war export drive.

Export to the United States

In 1958, Nissan began exporting Datsun cars to the **United States**. The initial models were modest and underpowered compared to American cars, but they won praise for their economy, reliability, and ease of maintenance. The brand steadily gained traction through the 1960s, establishing a foothold in a market dominated by Detroit’s Big Three.

The Datsun Golden Age: 1960s to 1980s

Breakthrough with the Datsun 510

The **Datsun 510**, introduced in 1968, was a major milestone. Styled like a European sports sedan, it offered performance, affordability, and sharp handling thanks to its independent rear suspension and overhead cam engine. It became a popular choice among enthusiasts and racers, cementing Datsun’s reputation for sporty value.

Datsun 240Z – A Sports Car Revolution

In 1969, Datsun launched what would become its most legendary car: the **Datsun 240Z**. Combining attractive design, a robust inline-six engine, and agile handling, the 240Z delivered sports car performance at a fraction of the cost of European competitors. It was a massive hit in the U.S., with over 150,000 units sold during its production run.

Datsun Trucks and Utility Vehicles

Datsun also became known for its small, reliable pickup trucks, like the **Datsun 620**, introduced in 1972. These pickups were simple, durable, and highly fuel-efficient—qualities that gained them a strong following in both the commercial and recreational markets.

Fuel Crisis Advantage

The **oil crises of the 1970s** gave Datsun a significant advantage. As American consumers looked for more fuel-efficient vehicles, Datsun’s compact cars became more appealing. Models like the **B210** and **310** offered economy, reliability, and a low purchase price.

Important Datsun Models

Datsun 210 (1959–1964)

This model marked Datsun’s first real step toward modern car design and international competitiveness. It was a solid, reliable car that helped lay the foundation for future exports.

Datsun 510 (1968–1973)

Often referred to as the “poor man’s BMW,” the 510 offered excellent engineering, handling, and performance at an affordable price. It was a game-changer in both motorsport and consumer markets.

Datsun 240Z (1969–1973)

This iconic sports car put Datsun on the map in the U.S. and remains one of the most beloved Japanese classics. Its combination of power, style, and affordability was unmatched at the time.

Datsun 620 Pickup (1972–1979)

A rugged and practical compact truck, the 620 helped Datsun dominate the small pickup segment in the U.S. for years.

Datsun B210 (1973–1978)

Known for its fuel economy and reliability, the B210 was a best-seller during the oil crisis and became a go-to commuter car for millions of Americans.

The Rebranding to Nissan

Why the Change?

Despite Datsun’s success, Nissan Corporation wanted a unified global brand. In **1981**, Nissan began phasing out the Datsun name in favor of “Nissan” to consolidate global marketing and corporate identity. The transition was completed by **1986**, though the Datsun name had built decades of brand equity, especially in North America.

Consumer Confusion

The rebranding effort cost Nissan millions and resulted in consumer confusion. Many customers were loyal to the Datsun name and didn’t immediately associate Nissan with the same reliability and affordability. While sales were not drastically affected in the long run, some analysts believe the switch diluted brand loyalty.

Legacy and Influence

Impact on Japanese Auto Industry

Datsun played a critical role in legitimizing **Japanese cars on the global stage**. It paved the way for other manufacturers like Toyota, Honda, and Mazda to expand internationally. Datsun’s early success was proof that Japan could not only compete—but lead—globally in automotive design and reliability.

Motorsport Legacy

Datsun made a name for itself in motorsports, particularly in rally and SCCA racing. The Datsun 510 was a dominant force in Trans-Am under 2.5L racing, while the 240Z and later models competed in endurance races and international rally events.

Classic Car Culture

Datsun vehicles, especially the **Z-cars** and 510s, have become cult classics. A vibrant enthusiast community keeps these cars on the road and at car shows around the world. Datsun is celebrated for its blend of performance, reliability, and design.

Datsun’s Return (2013–2022)

Relaunch as an Emerging Market Brand

In **2013**, Nissan revived the Datsun brand as a low-cost option for emerging markets such as India, Indonesia, South Africa, and Russia. The new models, like the **Datsun GO**, were aimed at first-time car buyers in rapidly developing economies.

Mixed Results and Discontinuation

Despite initial optimism, the revived Datsun struggled with sales and brand positioning. By **2022**, Nissan announced that it would once again discontinue the Datsun brand, ending production in its remaining markets. The modern Datsun experiment failed to replicate the original’s widespread appeal.

Conclusion

Datsun’s journey is a story of innovation, resilience, and global transformation. From its humble beginnings in Tokyo to becoming a household name across America, Datsun helped redefine the modern car. Its influence on design, motorsports, and global marketing cannot be overstated.

Although no longer an active brand, **Datsun remains an icon** of automotive history. Its cars continue to be restored, raced, and celebrated by enthusiasts. More than a brand, Datsun represents an era—one where quality, simplicity, and innovation came together to change how the world moved.