Datsun was an automobile brand owned by Nissan. Datsun’s original production run began in 1931. From 1958 to 1986, only vehicles exported by Nissan were identified as Datsun. Nissan phased out the Datsun brand in March 1986, but relaunched it in June 2013 as the brand for low-cost vehicles manufactured for emerging markets. Nissan considered phasing out the Datsun brand for a second time in 2019 and 2020, eventually discontinuing the struggling brand in April 2022.
Datsun originated in Japan as DAT-GO (the DAT-car) almost a century ago in 1914. The word DAT means “lightning-fast” in Japanese but is also a reference to the first letters of family names of the three financiers who supported the business at the time: Den, Aoyama and Takeuchi. Using the same logic, it was promoted as Durable, Attractive and Trustworthy, or DAT for short.
In 1933, Nissan’s founding father Yoshisuke Aikawa took over the business with a vision of “mobility for all.” The introduction of a light-weight, economical yet resilient car to meet the aspirations of young Japanese people in the early 1930s was named the “son of DAT” – Datson - which later changed to Datsun. Local engineering and mass-production made the founder’s dream a reality.
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