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About Datsun

History
Origin of Datsun
Further information: Nissan Motor Company
Before the Datsun brand name came into being, an automobile named the DAT car was built in 1914, by the Kaishinsha 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 surnames of the following company partners:

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 Kaishinsha 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 Seizō 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. (Jitsuyo Jidosha began producing a three-wheeled vehicle with an enclosed cab called the Gorham in 1920, and the following year produced a four-wheeled version. From 1923 to 1925, the company produced light cars and trucks under the name of Lila)

The DAT corporation had been selling full size cars to Japanese consumers under the DAT name since 1914 (Madely, pg. 19), but in 1930 the Japanese government created a ministerial ordinance that allowed cars with engines up to 500 cc to be driven without a license. (TOGO, pg. 11). DAT Automobile Manufacturing began development of a line of 495 cc cars to sell in this new market segment, calling the new small cars "Datson" - meaning "Son of DAT". The name was changed to "Datsun" two years later in 1933. (Madely, pg. 20)

The first prototype Datson was completed in the summer of 1931.[5] The production vehicle was called the Datson Type 10, and "approximately ten" of these cars were sold in 1931 They sold around 150 cars in 1932, now calling the model the Datson Type 11.In 1933, government rules were revised to permit 750 cc (46 cu in) engines, and Datsun increased the displacement of their microcar engine to the maximum allowed.These larger displacement cars were called Type 12s.

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. 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 Datsun begin to brand some automobile models as Nissans, and these were limited to their high-end models, for example the Cedric luxury-type 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.

Rebranding
In Japan, there appears to have been what probably constituted a long held 'official' company bias against use of the name "Datsun".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 workers' strike that began May 25, 1953, and ran for 100 days. During his tenure as 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.'"

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

Re-launch
On 15 July 2013, Datsun was re-launched as a low-cost brand, nearly three decades after it was phased out in 1986. Nissan said the brand's reputation for value and reliability would help it gain market share in emerging markets.The brand was re-launched in New Delhi, India, with the Datsun Go, planned to be on sale in India in early 2014.Datsun models will be sold in Indonesia, Russia, India and South Africa in 2014.The Datsun Go will be built at the Renault-Nissan plant in Chennai, India. Production is also planned in Russia and Indonesia. The Go is based on the same Nissan V platform as the Nissan Micra.The Go+, a minivan, was added to the range in September 2013.

In 2014 the redi-GO concept car was presented.

4 April 2014 presented the first model for the Russian market Datsun on-Do based on Lada Granta.

See also