It is believed that the Nissan brand was born in 1934, although its history began much earlier. In 1912, a small car manufacturing company, Kwaishinsha Motor Car, was operating in Tokyo, where three young ambitious specialists worked - Kenjiro Dan, Rokuro Aoyama and Aketaro Takeuchi. In 1914, they designed a successful car model, which they named DAT after the first letters of their surnames. The cars turned out to be popular and were produced for two years, and two new models appeared - “31” and “41”. In 1916 Kwaishinsha merged with Lila and production moved from Tokyo to Osaka. True, at first only trucks were built there, and the production of cars was resumed in 1931 (the company was already called “DAT Jidosha Seizo”).
It was decided to call the first passenger model Datson, which in English meant “son of DATA”. But from Japanese, the word son was translated as “death”, and the brand was renamed Datsun, where the second half, translated from English, meant “sun”. This was suggestive of Japan - the Land of the Rising Sun. However, the financial condition of the company left much to be desired, and it is not known what would have happened to it if it were not for the entrepreneur Yoshisuke Aikawa.
Aikawa became the de facto founder of the Nissan Motor Company. He graduated from Tokyo Imperial University in 1904, then studied American principles of management and production. In 1910, he founded the Tobata Imono Company, the country's largest iron and steel enterprise. Soon, the entrepreneur entered into a number of deals with General Motors, Ford Motor, Austin and Morris, which supplied cars to Japan. And having convinced himself of the possibility of their sale on the Japanese market, in the early 30s he decided to build cars himself. After analyzing the situation, he realized that the Datsun, produced by DAT Jidosha Seizo, had the greatest chance of success. The businessman met with its creators and offered financial assistance. In December 1933, the firms merged, and a new company, the Nissan Motor Company, was registered next.
Having established the production of small cars Datsun, Aikawa hoped that Nissan would become one of the suppliers of cars for the Japanese army. To develop production in the United States, modern equipment was purchased, and in 1937 the production of more powerful cars began. Two years later, Aikawa tried to enlarge the business: Nissan was planned to be merged with the Japanese branch of General Motors, but the War Department did not agree to the deal. Instead, they offered to build factories on the territory of the state of Manchukuo, dependent on Japan, located in China. They were built and began to produce army vehicles and other military equipment.
During this period, Nissan and its main competitor, Toyota, owned approximately 80% of the Japanese automobile market, with Nissan holding the first place (mainly making trucks and buses). In 1941, the company produced 19.7 thousand cars, while Toyota produced 14.6 thousand cars. At the same time, both firms produced many traditional Japanese light tricycles and motorcycles.
It soon became clear that the Japanese military command overestimated the number of vehicles needed for the army: during the war, no more than 20 thousand trucks were used on the mainland, even fewer (about 3 thousand vehicles) were required on the island theater of operations. Because of this, by 1943, Nissan had to reorient a significant part of its production to the production of tractors, bulldozers and excavators. But after the massive bombing of Japan by the Americans, most of the Nissan factories were destroyed.
In September 1945, the Commander-in-Chief of the American forces in occupied Japan, General Douglas MacArthur, allowed the Japanese to produce the trucks necessary to restore the economy at the remaining capacities. True, the total production should not exceed 1,500 cars per month. This decision breathed new life into Japanese car companies. In 1946, executives from Nissan and Toyota approached MacArthur with a request to produce passenger cars, and in the summer of the following year such permission was granted.
Restrictions on auto production were lifted only in 1949, and from that moment Nissan began to gain momentum. The outbreak of the war in Korea also helped - the US Army needed cars, so Nissan received orders for the production of cars. And although the volume of deliveries was small, this stimulated further growth in automotive production in the country. In 1951, the Japanese supplied the Americans with about 17 thousand trucks, a significant proportion of which were built at Nissan factories.
The demand for cars within the country remained low, which made it necessary to look for ways to enter foreign markets. Both trucks with pickups and passenger models began to be sent abroad. In just ten years (1950-1960), the volume of production of passenger cars at Nissan plants increased from 0.9 thousand to 55 thousand units - more than 55 times!
In total, in 1960, Japan produced 128,000 cars. The following year, the country ranked seventh in the world in the production of passenger cars, and Nissan ranked first among Japanese manufacturers that exported their products to the US market. Datsun enjoyed particular success with the Americans. The reason for their popularity was identified by the American magazine Consumer Reports in the August issue of 1965. He wrote: “There is no doubt which car is closest to American models - this is the Datsun, which has a similar arrangement of main components, relatively low noise, good ride , a full range of optional equipment and a level of quality that many American-made cars are simply embarrassing.”
In 1962, Nissan began exporting cars to Europe. At first they were delivered directly from Japan, and in 1978 a subsidiary company, Nissan Trading, was created, with the help of which it was possible to significantly expand the range of trading operations. Moreover, in the early 80s, the company's own factory appeared in Spain, and then in the UK and other countries. In 1989, a branch of the company called Nissan Europe began operating in Amsterdam, coordinating the activities of all European enterprises of the brand, including research and service centers.
By the early 1990s, Nissan was the world's fourth largest car manufacturer, with a production volume of 3,063,186 units in 1990. Already at that time, the company had 36 factories in 22 countries, and its 10,388 dealers operated around the globe. At the same time, the first partners appeared in our country.
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