By the end of 1984, Datsun branding had completely disappeared in Britain, although it lingered on elsewhere until 1986. Datsun’s winning cocktail of attractive pricing, generous standard specification and strong reliability appealed to British car buyers who were increasingly tiring of the shoddy quality and dull products offered by the domestic BL, Ford, Vauxhall and Chrysler brands.īy the early 1980s though, the Nissan badge was gradually appearing on Datsun-branded cars, with Datsun branding eventually was phased out, the final new UK model wearing a Datsun badge being the Micra of June 1983. In Great Britain, Datsun imports first began in 1968, when the Worthing-based former British NSU importer, reclusive entrepreneur Octav Botner, switched allegiance over to the unknown Japanese car maker from the troubled German marque.īy 1974, Botner had helped to make Datsun the UK’s top-selling imported car brand with its cheap and popular Sunny and Cherry models, ousting previous import leaders Fiat, Renault and Volkswagen down the sales chart, and crippling domestic market leader British Leyland in the process. When Nissan took control of DAT in 1934, the Datson name was changed to ‘Datsun’ because ‘son’ also negatively means ‘loss’ in Japanese, plus the (rising) sun is depicted in Japan’s national flag, hence the more positive name Datsun being chosen.īy 1986 (1984 in the UK), Nissan had phased out the Datsun name in favour of its own brand. In 1931, the DAT Motorcar Company chose to name its new small car ‘Datson’, the name indicating the new model's smaller size when compared to the DAT's larger vehicle already in production. The new 1914 DAT car’s name was an acronym of the surnames of the trio of KMW’s founding partners.ĭatsun's initial vehicle production began in 1931, and from 1958 to 1986, vehicles exported by Nissan were identified as Datsuns. Nissan will also close a factory in Barcelona, and remove Datsun from Russia, further decreasing the brand’s reach (it remains in India, for example, however).īefore Datsun came into being, an automobile named the DAT car was built in 1914 by the Kaishinsha Motorcar Works (KMW) in Tokyo, the genesis of today’s Nissan. Nissan began 2020 at a low point, deeply emerged in the Carlos Ghosn (the Company’s former boss) scandal, and the current global containment has necessarily made things worse for the company.Īs a result, Nissan plans to save around £2 billion on fixed costs for marketing, research and other key areas, as well as reducing its model range in the UK and Europe.
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