Getting the world moving through affordable assembly line cars was the vision that drove pioneer Henry Ford, but the Nissan Group, founded in 1933, also focused on it. Nissan launched the first Japanese volume models, started in Europe in 1957 and is the inventor of the mass-produced electric car.
Many people want to have gotten the automobile wheel rolling in Japan, but in fact it was the automobile company Nissan, founded on December 26, 1933, with which the history of motorization began in the land of the rising sun. At Nissan in Yokohama, the Datsun 14 rolled out to customers as the first affordable Far Eastern assembly line vehicle just in time for the Sakura cherry blossom festival in 1935. Just as the sakura stands for renewal, the media and experts celebrated the first Nissan model as a milestone that opened a new era for Japanese industry and society. Roots go back to 1912. Rightly so, because the assembly lines – developed following the example of Henry Ford Production system for the Model T – made former luxury goods affordable. The foundation stone for Nissan and the Datsun sales brand, which was used globally until 1984, was laid in 1912 by the very first Japanese automobile called DAT. This small car was produced by the Kwaishinsha Jidosha Kojo Motor Car Works, a forerunner of the Nissan Group. In 1931, a modern compact car was introduced as the Dat-son, the son of the DAT. However, since the word “son” also means “disadvantage” in Japanese, the sunnier “sun” was chosen. Nissan now took over this renaming because the company had taken control of the Dat-son manufacturer. Complicated beginnings that embodied the creativity that helped Nissan become Japan’s long-standing number one. Nevertheless, Nissan only ventured into Germany in 1972. Here, too, it was the power of the cherry blossom with which the Japanese established themselves: The Cherry amazed people with its advanced technology at affordable prices.Nissan in Austria ten years before GermanyIn Austria, Nissan was already present ten years earlier with the Datsun Bluebird. After positive test reports about various Nissan/Datsun models in the German-speaking press, the Austrian importer also planned to move to Germany in 1963. With announced prices of 5,200 marks for the Bluebird and 6,500 marks for the Datsun Roadster Fairlady, the two Japanese would have been unrivaled in terms of cost, but there was a lack of sales partners. And the sakura again: Where else could the Nissan managers in 1973 be in front of blooming cherry trees presented the Cherry to particularly critical German media. With front-wheel drive, a transversely installed and economical four-cylinder, the innovative small car was able to dispel all German prejudices against the Datsun brand, under which the Nissan models were initially exported. After all, Japanese cars such as the conservative, conservative, compact Opel Kadett competitor Datsun Sunny and the no less well-behaved Bluebird mid-range were often ridiculed as rice bowls. Japan is the largest car nation in the world. However, the Cherry, which is available in many body styles, beat European small cars in comparison tests and When the sporty image bearer Datsun 240Z drove away from the Porsche 911 at the Safari Rally and even became the best-selling sports car in the world internationally, public opinion changed: Nissan/Datsun and the other Japanese brands were suddenly referred to as the “yellow danger” in Europe. At least As far as Nissan’s expertise in small car construction was concerned, this was justified. The Cherry became a bestseller and was the first Datsun in Germany to achieve over 100,000 registrations at affordable prices, before the large Laurel sedan caused a sensation in 1979/80 as the best-selling Japanese car in Germany and even put cult models like the Ford Granada under pressure. Globally, Japan managed to overtake the USA in production figures for the first time and become the number one car manufacturer. First electric car decades before the Leaf. A success to which Nissan had contributed significantly, thanks to reliable products that surprised with technical refinements. While in the 1930s it was people’s cars and small pick-ups as well as the luxury Nissan 70 sedan launched in 1937 under an American Graham Paige license that made Nissan the leading Japanese generalist, the car manufacturer from Yokohama surprised people in the post-war years with flagship technical projects . The visionary all-electric Tama from 1947 and the roadster DC-3 as the first Asian sports car were still reserved for the home market, but the off-roader Nissan 4W60 (Patrol), introduced in 1951, chose the deserts of the world as its field and was soon considered the manufacturer’s best ambassador. As early as 1957 Nissan came to Europe and showed the shiny chrome Skyline sedan on the illustrious catwalk at the Paris Motor Show. What no one suspected at the time: This Skyline is considered the forefather of the adrenaline-pumping Nissan GT-R racers, which were made in 1972 and later consolidated their cult status in console games and cinema successes before the Nissan GT-R (R35) super sports car, introduced in 2007, also became popular Europe was allowed to chase Porsches and Ferraris.Production all over the worldNissan and noblesse, this connection began in 1964, when the Silvia Coupé, which was given an elegant shape by star designer Albrecht Graf Goertz, won design awards and global recognition and the Nissan Prince Royal was even given to the Japanese imperial family from 1966 onwards Act globally and produce locally, according to this motto Nissan installed a worldwide network of production facilities, in the USA in 1983 as the largest export market and in 1986 also in Great Britain, where the Nissan Bluebird (T12) was the first car model for Europe to roll off the assembly line . Meanwhile, commercial vehicles were built in Spain, so the European discussions about import limits for Japanese models were not an issue for Nissan. The Micra subcompact car was the first Japanese model to win the European “Car of the Year” media award in 1993, and the Terrano II SUV, developed and built in Europe, was the first Nissan to be exported to Japan in 1994.Alliance with RenaultNissan was not immune to financial crises, but the company invented itself again and again. After Nissan was rocked by the Asian crisis in the 1990s, the company found a partner in Renault. In 1999, the companies agreed on the Renault-Nissan alliance, in which both companies remained independent. New SUVs such as the Not to forget affordable small bestsellers such as the continuously updated Micra or the Nissan Note.First mass-produced electric car: Nissan LeafWith the Leaf, introduced in 2010, Nissan set a lasting example; this world’s first electric car built in six-digit numbers ensured the manufacturer was ahead of Tesla for years. Nevertheless, Nissan again experienced defeats with factory closures, especially in Europe, especially as the Nissan Leaf’s lead also melted away. The Japanese reacted late, but creatively. The UK-built Leaf received support from the Ariya on new EV architecture launched jointly by alliance partners Renault, Nissan and Mitsubishi. Nissan also has other EV models to thank for the alliance, such as the Townstar small van. Above all, Nissan surprised people with the “e-Power” concept in the Qashqai and X-Trail, which offers electric drive while the electricity is supplied by a combustion engine and a backup battery. Customers obviously appreciate these Far Eastern specialties, as Nissan’s increasing sales figures show. Yokohama is correspondingly proud to celebrate the 90th birthday of its flagship automotive company. (SPX)
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