Datsun

Product brand

Datsun was Nissan's historic automobile brand, internationally associated with affordable cars, the 510, Fairlady roadsters, and Z-series sports cars.

Last updated August 25, 2026

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Overview

Datsun was a Japanese automobile brand operated by Nissan and its predecessors. Its immediate origin dates to 1931, when DAT Motorcar Co. introduced a small car called the Datson, a name intended to mean the smaller or “son” model of DAT. After Nissan took control of the business, the name was changed to Datsun. The revised name avoided the Japanese word son, which can be associated with loss, and also evoked the sun of the Japanese national flag. The brand grew out of Kaishinsha Motorcar Works, established in Tokyo in 1911. The company built the DAT car from 1914, with DAT formed from the initials of partners Kenjiro Den, Rokuro Aoyama, and Meitaro Takeuchi. DAT later became DAT Motorcar Co. and merged with Jitsuyo Jidosha in 1926. The combined company developed small cars and trucks, responding to Japan's limited private-car market and to government rules that created demand for compact vehicles. The first production Datson, the Type 10, appeared in 1931, followed by the Type 11 and Type 12. By the mid-1930s Datsun had established a more systematic production operation and was building cars influenced by the Austin Seven. Production reached a prewar high in 1937, although wartime restrictions shifted the Yokohama plant toward trucks. After the Pacific War, Datsun supplied trucks to Occupation forces before resuming passenger-car production in 1947. Early postwar models drew heavily on Austin designs, but the 110 saloon and related 120 pickup introduced in 1955 represented a more modern phase of the business. Nissan used Datsun as its principal export automobile name during the postwar expansion. The brand entered the United States in 1958 and built a dealer network there from 1959 onward. In North America, the name helped distinguish Nissan's passenger cars from the parent company's wartime industrial associations and gave the exporter an established consumer identity. Datsun also expanded across Europe, Australia, New Zealand, and other markets. It became particularly successful in Britain during the 1970s, when compact, affordable, dependable models such as the Cherry and Sunny gained customers amid industrial disruption and dissatisfaction with some domestic manufacturers. Datsun's reputation was not limited to practical family cars. The Bluebird 510 became an important performance and export model, while the Fairlady roadsters and 240Z created a strong international image for affordable sports cars. Rally successes, including victories in the East African Safari Rally, reinforced the brand's durability credentials. The Z and later ZX lines became among the best-known products associated with Datsun. Nissan began replacing Datsun badges with Nissan badges during the early 1980s as part of a global-brand strategy. The change was intended to create one corporate name worldwide, simplify advertising and product planning, and make the Nissan identity more visible. The transition was substantially complete by 1986, ending Datsun's original production era. Nissan revived Datsun in June 2013 as a low-cost brand for selected emerging markets. The relaunch included compact cars such as the GO, GO+, and redi-GO, aimed at first-time buyers and price-sensitive households. The revival struggled to achieve the expected scale. Nissan considered ending the brand again during 2019 and 2020 and ultimately discontinued Datsun in April 2022. Datsun therefore survives primarily as a historical marque and collector-car identity rather than as an active mass-market brand.

History

Datsun's roots lie in Kaishinsha Motorcar Works, founded in Tokyo in 1911. Kaishinsha built the DAT automobile in 1914, with the name derived from the surnames of Kenjiro Den, Rokuro Aoyama, and Meitaro Takeuchi. The company was renamed several times and became DAT Motorcar Co. in 1925. In 1926 it merged with Jitsuyo Jidosha, a company associated with Kubota, creating DAT Automobile Manufacturing in Osaka. The business initially relied heavily on trucks because Japan's private-car market was small. A 1930 government rule allowing certain sub-500 cc cars to be driven without a license encouraged DAT to develop a compact model. The resulting Datson Type 10 entered production in 1931. The name changed to Datsun in the early 1930s after Nissan assumed control, with the new wording avoiding the negative association of son in Japanese and referencing the sun. The Type 11 and Type 12 followed as regulations and engine limits changed. Datsun adopted production-line methods during the 1930s and produced cars with considerable Austin influence. It also exported small numbers of vehicles, including cars sent to New Zealand and Australia. Wartime conditions curtailed passenger-car production, and the Yokohama facility concentrated on military trucks. Nissan's broader wartime industrial role later contributed to the company's desire to distinguish its export passenger cars from the Nissan corporate name. Following the war, Datsun built trucks for Occupation forces and restarted passenger-car production in 1947. Postwar cars such as the DB and DS drew on prewar small-car engineering, while larger vehicles reflected Austin, Chevrolet, and other influences. The 1955 Datsun 110 saloon and 120 pickup marked a move toward more independent product development. Nissan selected Datsun as the main name for overseas passenger-car exports. Sales began in the United States in 1958, with the 310 and later Bluebird models helping establish the brand. A new Oppama plant opened in 1962 as production and exports expanded. The brand entered and grew across Europe, including Britain, where the Cherry and Sunny benefited from competitive pricing and a reputation for reliability. In North America, Datsun also sold the Patrol from 1962 to 1969, before the Nissan name became more broadly visible there. The 1960s and 1970s produced Datsun's most enduring models. The Sunny expanded the company's reach among small-car buyers. The Bluebird 510 developed a reputation for useful performance and durability. The Fairlady roadsters and Z cars gave Datsun a strong sporting identity, while rally results, including East African Safari Rally victories, supported the brand's image for toughness. From the early 1980s, Nissan progressively replaced Datsun badges with Nissan badges. The transition was completed in most markets by 1986 and reflected a strategy of promoting a single global corporate identity. Datsun remained prominent in automotive history and enthusiast culture despite its disappearance from new-car showrooms. Nissan relaunched Datsun in 2013 for selected emerging markets. The new range included the GO hatchback, GO+ people carrier, and redi-GO city car. These vehicles targeted first-time buyers with low purchase and operating costs. The revival did not reach the intended scale, and Nissan reviewed the brand's future during 2019 and 2020. Datsun production and marketing were ultimately brought to an end in April 2022.

2022
Datsun discontinued again
[1]Datsunen.wikipedia.org
Nissan ends the second Datsun era after the revived brand fails to achieve the expected commercial scale.
2013
Datsun relaunched
[1]Datsunen.wikipedia.org
Nissan revives Datsun as an entry-level brand for selected emerging markets.
1986
Original Datsun phase-out completed
[1]Datsunen.wikipedia.org
Nissan completes the principal worldwide transition from Datsun to Nissan badges.
1981
Global rebranding announced
[1]Datsunen.wikipedia.org
Nissan announces that Datsun will progressively be replaced by Nissan branding.
1968
240Z introduced
[1]Datsunen.wikipedia.org
Datsun launches the 240Z, one of the most influential affordable sports cars of its era.
1967
Bluebird 510 introduced
[1]Datsunen.wikipedia.org
The 510 becomes a major compact model and a foundation for Datsun's enthusiast reputation.
1966
Sunny introduced and Prince Motors merged
[1]Datsunen.wikipedia.org
The Sunny expands Datsun's compact-car range, while Nissan's merger with Prince adds the Skyline lineage and other resources.
1962
Oppama plant opens
[1]Datsunen.wikipedia.org
Nissan opens a new plant south of Yokohama as Datsun production and exports continue to grow.
1958
Entry into the United States
[1]Datsunen.wikipedia.org
Datsun begins American sales, initially in California.
1955
Datsun introduces the 110 and 120
[1]Datsunen.wikipedia.org
The 110 saloon and related 120 pickup represent a significant postwar step toward modern, internally developed products.
1937
Prewar production peak
[1]Datsunen.wikipedia.org
Datsun reaches its highest prewar annual production, before wartime restrictions redirect the plant toward trucks.
1933
The Datson name becomes Datsun
[1]Datsunen.wikipedia.org
Nissan's predecessor changes the name to Datsun as the compact-car range expands.
1931
First Datson production car
[1]Datsunen.wikipedia.org
The Type 10 small car enters production under the Datson name.
1926
DAT merges with Jitsuyo Jidosha
[1]Datsunen.wikipedia.org
The merger creates DAT Automobile Manufacturing and consolidates the companies' vehicle operations.
1914
The DAT automobile appears
[1]Datsunen.wikipedia.org
Kaishinsha Motorcar Works builds the DAT car, establishing the corporate and technical ancestry of Datsun.

Products and positioning

Historically, Datsun combined accessible pricing, mechanical durability, compact dimensions, and export-oriented value. Its classic positioning ranged from practical small cars and pickups to affordable performance cars. After its 2013 revival, Nissan positioned Datsun as an entry-level brand for emerging markets and first-time car buyers.

Compact car · 1931
Datsun Type 10
The Type 10 was the first production vehicle sold under the Datson name. It was a small, low-displacement car developed for the Japanese market after regulations created demand for inexpensive vehicles that could be operated with fewer licensing requirements. Its limited initial production established the Datsun lineage.
Family car · 1959
Datsun Bluebird
The Bluebird was one of Datsun's central export lines, spanning practical sedans and related body styles. It helped the company grow in North America, Europe, and other markets, and supplied the platform and engineering basis for the highly regarded 510 generation.
Compact sedan and wagon · 1967
Datsun 510
The 510, introduced as part of the Bluebird family, became a landmark Datsun model among both ordinary buyers and enthusiasts. Its combination of compact dimensions, rear-wheel-drive dynamics, practical body styles, and motorsport credibility made it especially influential in the United States and in collector culture.
Roadster
Datsun Fairlady
The Fairlady roadster line gave Datsun an early international sports-car identity. Sold under different naming conventions in some markets, it emphasized lightweight construction, open-top driving, and accessible performance, helping establish the company's credibility before the Z coupé became its best-known sporting product.
Sports coupé · 1968
Datsun Z
The Z family, beginning with the 240Z, became Datsun's defining performance range. It offered six-cylinder power, distinctive long-hood styling, touring usability, and a price below many European sports cars. The line developed through later 260Z and 280Z models and supported both road and rally success.
Compact car · 1966
Datsun Sunny
The Sunny was designed to broaden Datsun's appeal among compact-car buyers. It provided economical transport in sedan and other practical configurations and became particularly important in export markets, including Britain, where its value and reliability appealed during a period of serious disruption in the domestic automobile industry.
Small car
Datsun Cherry
The Cherry was a small front-wheel-drive-oriented export product associated with Datsun's success in Europe. In Britain it was marketed as an affordable and dependable alternative to troubled domestic products and helped the brand gain substantial market share during the 1970s.
Entry-level hatchback · 2013
Datsun GO
The GO was the first major product of Nissan's revived Datsun brand. It was developed for price-sensitive emerging-market customers and emphasized simple packaging, accessible pricing, and low running costs. It formed the basis of the second Datsun era but did not generate the scale Nissan had anticipated.
Compact people carrier · 2014
Datsun GO+
The GO+ extended the revived Datsun range with a longer, more versatile body intended to provide additional passenger or cargo capacity while retaining the brand's low-cost positioning. It targeted practical family use in selected emerging markets.
City car · 2016
Datsun redi-GO
The redi-GO was a small city-oriented model developed for the revived Datsun brand. It targeted first-time buyers with compact dimensions and an entry-level price proposition, particularly in India. It was among the final products associated with Datsun before Nissan ended the brand's second phase.

Marketing campaigns

2013Datsun revival for emerging markets
India · Indonesia · Russia · South Africa · Other selected emerging markets
Nissan relaunched the historic name as a low-cost marque aimed at first-time buyers. Communications centered on accessible ownership, practical transportation, and aspirations associated with entering the car-owning middle class.
Outcome. Created a new product line but failed to achieve the expected commercial scale.
Source
1966East African Safari Rally program
East Africa · Japan · International
Datsun's rally participation, including its 1966 East African Safari Rally victory and later successes, demonstrated durability under difficult conditions. The results supported the brand's export marketing and helped connect its practical cars with performance and reliability.
Outcome. Strengthened Datsun's international reputation for durability and motorsport capability.
Source

Brand decisions

2022
Discontinue the revived Datsun brandStrategy
Background
Nissan reviewed Datsun's future during 2019 and 2020 as the revived brand struggled to achieve sufficient scale.
Action taken
Nissan ended Datsun production and marketing in April 2022.
Aftermath
Datsun returned to the status of a historical marque and collector-car name rather than an active Nissan brand.
Source
2013
Revive Datsun as a low-cost brandStrategy
Background
Nissan wanted a separate entry-level marque for fast-growing emerging markets and first-time car buyers.
Action taken
Nissan relaunched Datsun with products including the GO, GO+, and redi-GO.
Aftermath
The revival struggled to meet expectations, and Nissan later decided to discontinue the brand.
Source
1981
Replace Datsun branding with NissanStrategy
Background
Nissan sought one worldwide corporate identity so advertising, product planning, and manufacturing could be coordinated under a single name.
Action taken
The company began phasing Nissan badges into markets that had traditionally used Datsun.
Aftermath
The original Datsun era ended by 1986, while Nissan became the unified global automobile brand.
Source
1958
Use Datsun as the principal American export brandStrategy
Background
Nissan needed an established consumer-facing name for its entry into the United States and wanted to separate exported passenger cars from associations with the parent company's wartime industrial history.
Action taken
Nissan sold its small cars in the United States under the Datsun name and built a dedicated dealer network.
Aftermath
Datsun became a recognized American import brand and later developed a strong reputation for compact cars and sports cars.
Source
1933
Change the name from Datson to DatsunStrategy
Background
After Nissan's predecessor took control of DAT, the company reconsidered the Datson name because of its negative association with the Japanese word son and its desire to reference the sun symbol.
Action taken
The company adopted Datsun for the small-car range.
Aftermath
Datsun became the enduring consumer identity of Nissan's passenger-car exports for much of the twentieth century.
Source

Recent events

2022
Nissan ends the Datsun revival[1]Datsunen.wikipedia.org
Other
After considering a second phase-out amid weak performance, Nissan discontinued the Datsun brand in April 2022.
2013
Datsun brand relaunched for emerging markets[1]Datsunen.wikipedia.org
Product launch
Nissan revived Datsun as a low-cost brand, beginning with products aimed at buyers in developing and emerging economies.
1981
Nissan announces the replacement of Datsun with Nissan branding[1]Datsunen.wikipedia.org
Product generation
Nissan announced a worldwide transition toward the Nissan name to support a unified global corporate identity.
1968
Datsun launches the 240Z[1]Datsunen.wikipedia.org
Product launch · Product generation
The 240Z combined sports-car styling and performance with a comparatively accessible price, becoming a defining Datsun product internationally.
1967
Datsun 510 introduced[1]Datsunen.wikipedia.org
Product launch · Product generation
The Bluebird-based 510 became one of the brand's most influential compact cars and helped establish Datsun's performance and export reputation.
1958
Nissan begins exporting Datsun vehicles to the United States[1]Datsunen.wikipedia.org
Other
Datsun entered the American market, initially concentrating on California before expanding through a wider dealer network.

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