Nissan

Nissan Company was formed as a result of gradual integration of several car manufactures. It began in 1914, after Kenjiro Den, Rokuro Aoyama and Meitaro Takeuchi working at Kwaishinsha Co constructed a passenger car equipped with a 2-cylinder motor making 10 horsepower and titled it DAT, using the first letters of their surnames. In addition this word “dat” in Japanese means “lively, swift”. In 1915 DAT-31 was released; in 1916 DAT-41. That very year after amalgamating with Lila Company they moved the industry from Tokyo to Osaka. At that time the company was mainly producing auto trucks.

Another company that can be considered a parent of Nissan was Jitsuyo Jidosha Co., Ltd. Founded in 1919. It was producing tricycle automobiles designed by an American engineer William Gorham using materials, spares and car-production equipment and tools imported from USA, which at the time was one of the leading countries in automobile industry. In 1926 it united with Kwaishinsha Co. A new company titled Dat Jidosha Seizo Co. was formed; since 1931 the company cooperated with Tobata Casting Company founded by Yoshisuke Aikawa and known as Tobata/Imono. They decided to resume production of passenger cars; Datson model appeared (e.g. Dat’s son), then renamed to Datsun (“sun” was standing for the national symbol of Japan). By the way, the cars of Datsun brand were produced up till 1983.

In 1933 Tabata/Imono joined just another automobile enterprise – Nihon Sanyo, this way Jidosha Seizo Co., Ltd. was formed. Aikawa became its President. At that time he dreamt of producing 10-15 thousand cars annually and was determined to make this dream come true. In 1934 Jidosha Seizo was renamed to Nissan Motor Co. Ltd. Construction of a new plant in Yokohama was finished; the first cars of Datsun trademark were exported to Asia and Central and South America in series of 44 units. In 1935 the first Datsun 14 Sedan car came off the production line of Yokohama plant. The hood of this car was decorated with a figure of jumping rabbit, symbolizing the outstanding (for that time) speed characteristics of the car. In 1936 the company purchased Graham equipment and the next year, in 1937 they mastered its usage. At the same time the 10.000th automobile was produced on Yokohama plant.

However World War II was approaching; the production gradually shifted from small passenger cars to army trucks; during the War Nissan also produced engines for battle planes and motor-boats. In 1943 construction of Yoshivara plant was finished, and the company changed its title again, this time to Nissan Heavy Industries Ltd. (in 1949 the previous name was restored). In 1945 the company resumed production of trucks, but although Yokohama plants avoided devastation during bombing, over a half of its productive capacities were commandeered by occupant authorities. This situation remained for about a decade after the war was over. During that hard period many car sell agencies that used to cooperate with Nissan passed over to Toyota, after Japan Motor Vehicle Distribution Co., monopolist in the field of transport distribution during the war times, collapsed. However in 1947 production of Datsun passenger cars was resumed.

In 1950 Nissan bought stocks of Minsei Diesel Motor Co., Ltd (today Nissan Diesel Motor Co., Ltd.) and started developing and producing cars for foreign markets. In 1951 AWD all-terrain Patrol model was released, the history of which still continues today and is special because of its numerous victories in rally-raids. In order to fill the technological gap of war years in 1952 Nissan signed a technological agreement with British Austin Motors Co., Ltd. firm. A year later, in 1953 it released the first Austin car. That very year, in 1953 Nissan faced a 100-day strike of its workers; the company’s trade union was formed. 1955 was the year when the serial production of Datsun 110 and 120 models began; since 1958 they exported their passenger cars to USA. At the same time 2 Datsun 210 cars participated a rally competition in Australia and took the first places there. A year later they launched production on their first foreign assembling factory in Taiwan; new Bluebird model was set to production.

The next year, in 1960 Cedric model was released. Along with Bluebird it won popularity among Japanese customers and increased the tempo of automobilization of Japan. At the same time Nissan Motor Corporation was founded in USA; Nissan won the Deming prize, awarded for superb organization of production; exclusively pickups aiming the internal market and some export models were released with Datsun title. 1961 was the first year when Nissan was taking the first place in export volumes to USA; a new Nissan Mexicana, S.A. de C.V. appeared (it launched production in 1966). In 1962 construction of Oppam factory was completed; in 1965 Zama factory was ready for production. In a year Nissan united with Prince Motors Company, purchased Murayama factory and founded Nissan Motor Co. in Australia; at the same time Sunny model debuted, symbolizing the beginning of period of intensive development of compact passenger cars production. The spectrum of Prince Company was added with Skyline and Gloria models. In 1968 a business agreement was signed with Fuji Heavy Industries; in 1969 a new sport car Nissan/Datsun 240Z was released. This car initially designed for US market and subsequently adjusted to European market became the sales leader within its class and laid the basis for Nissan popularization all over the world. At the end of 60ies Nissan took the second place after Toyota in Japanese car market; the company production was introduced to many foreign markets (in 1969 the sum export was over 1.000.000 units); plus the company expanded intensively and widened its model range.

In 70ies Nissan expanded its productive capacities abroad and constructed jet and ship engines. The growth of automobilization led to the raise of accident rates and need for solving the environmental pollution problem. In 1971 Nissan constructed its first Experimental Safety Vehicle (ESV) and since then introduced all kinds of safety features to its models. Besides they developed technologies of toxic exhaustion reduction in accordance with the standards of these times.
1972 was marked with production of 10 millionth car on Nissan automobile plants in Japan; in 1973 they established Sagamihara spare-sale center. The global increase of popularity of Japanese cars that followed the energetic crises of 1970ies led Sunny model to the first place in the tests conducted by the American Agency of Environmental Protection. This way it was considered the most economical car and won enormous popularity in USA. It was sold with the advertising slogan of “Datsun preserves”. In 1974 Nissan scientific foundation was established; in 1975 a new plant was open in Kiushu; Nissan car sales in Japan reached 10 millionth mark. In 1976 thanks to the fleet of its own Nissan became the world’s biggest car exporter; next year the total number of cars sold turned over 20 million. In 1979 Nissan Design International (NDI) Company was founded in USA.

In 1980ies Nissan founded 2 strategic production plants abroad, in 1980 in USA (Nissan Motor Manufacturing Corp.); in 1984 in UK (Nissan Motor Manufacturing (UK) Limited). In 1981 the global sales of cars of Nissan brand began, being actually a step of the new Corporate Program of brand promotion; the 30 millionth car was produced; Nissan signed an agreement with Volkswagen concerning production and sales of their passenger cars in Japan; construction of Nissan Technical Center was completed. In 1982 Nissan won Safari Rally for the 4th time in a row and released one of the very first universals of Prairie series and announced introduction of a new trademark, basically Nissan. Since the next year, 1983, all the cars of the company were released with Nissan brand-name, save pickups. That very year production of Patrol (Safari) model started on Nissan plant in Spain; production of Datsun pickup on a plant in USA. There, in the States a new Nissan Research & Development, Inc. company was established. In 1984 according to agreement with Volkswagen Nissan set Santana model to production. After proclaiming its corporate principles in 1986, in 1987 Nissan won the contest “Japanese Car of the Year”, in particular its Pulsar, EXA, Langley and Libreta Villa won it. At the same time export of Nissan cars crossed the 20-millionth mark. That very year Be-1 model was released; Daewoo Motor Company launched production and sales of Vanette trucks in South Korea. In 1988 Maxima model was introduced in Europe; Cima model was released in Japan; Silvia Q won prestigious Good Design Grand Prize. Next year Silvia was nominated the winner of “Japanese Car of the Year” contest.

90ies began with presentation of a new middle-class model Primera (1990). That very year 300ZX model was nominated the best import model in USA. At that time the total number of cars produced exceeded 50 million (10 million out of that number were produced on Zama plant separately); Tokyo Design Network (TDN) project was realized in cooperation with Canon, Sony, NEC and Hitachi. Nissan North America Company was founded in USA, playing the role of operational headquarters in American market. In 1991 Nissan held reorganization of association of its spare suppliers and established a new distribution firm in UK, Nissan Motor (GB) Ltd. Due to intensive development of automobile communicational and information systems Nissan joined its efforts with Hitachi for founding Xanavi Informatics Corporation. British Nissan Motor Manufacturing (UK) Ltd. started exporting its 5-door hatchback Primera UK model to Japan. In 1992 Hokkaydo proving grounds was founded for conducting low-temperature car tests. In US market production of new Altime (Bluebird) and Quest minivan (in cooperation with Ford) models was launched; Micra (March) model appeared in UK; in 1993 it was nominated the “Car of the Year” in Europe and Japan and won RJC New Car of the Year contest prize in Japan.

That very 1993 Terrano II AWD model production began for European market. Nissan expanded in the markets of China, Thailand and Taiwan. In 1994 Nissan signed an agreement concerning joint production of passenger cars in South Korea with Samsung Heavy Industries Co. and opened a local representative office in Dubai – Nissan Middle East FZE. That very year a revised version of Maxima was presented. Next year new Almera model was released; Micra model was imported to Australia; in Indonesia joint P.T. Ismac Nissan Manufacturing Company was founded in cooperation with Indomobil and Marubeni. In 1996 Iwaki model celebrated production of 500 thousandth VQ-series engine. Since 1997 Nissan started equipping Primera and Bluebird models with variator units (Hyper CVT, continuously variable transmission) allowing significantly increase fuel economy and constructed a hybrid car HEV (hybrid electric vehicle); in 1998 production of Presage model equipped with a direct-injection diesel engine.

At that time Nissan had a debt of 40 billion USD. In order to avoid bankruptcy Nissan allied with Renault in 1999; Renault purchased about 40% of its stock. As a result a new union appeared in the world car market – Renault-Nissan. The overall result of 1999 was around 4 million passenger cars produced by Renault-Nissan alliance. Besides Nissan launched a test-drive program for its new Tino Hybrid model across the commonly used roads and started selling Cedric/Gloria models equipped with the automatic transmission of new generation, Extroid CVT; that was the first time in car history when variator unit was installed on a rear-drive car with an engine of big volume. A start of new program aiming to revive the effectiveness of company functioning was proclaimed. The export reached 30 million units. The millionth Primera was produced in UK. Cedric/Gloria won “RJC New Car of the Year 1999-2000” prize; Extroid CVT won “Technology of the Year 1999-2000” prize.

At the beginning of 2000 the official release of hybrid Tino model and Hypermini 2-seater. Tino Hybrid sales on-line started. QG18DE motor Bluebird Sylphy were equipped with won “RJC the Technology of the Year” award. Sales of Sentra cars with super ultra low emission (SULEV) mark started in California. The long-term strategy of cooperation in the common market of South America (Argentina, Brazil, Paraguay and Uruguay) was proclaimed by Renault-Nissan alliance; Nissan dealers in Japan started selling Renault cars. Formation of a worldwide principal company Global Nissan (GNX) was announced. In 2001 Nissan and Renault launched their first common plant in Brazil. Nissan launched construction of an assembly plant in Mississippi area and started a test-drive program of Xterra FCV model working on hydrogen across the commonly used roads of Sacramento. Car production on Murayama plant ceased. Nissan Pathfinder took the first place within its class in Paris-Dakar rally.

During 2002 Nissan increased its share in Renault activity to 15%; Renault increased its share in Nissan to 44.4%. Nissan Altima was nominated the “Car of the Year” in North America; Moco model appeared, being the first step of Nissan’s introduction to micro-car market; the year program of effectiveness revival was realized and a new 3-year business program Nissan 180 was developed. Today Nissan is the second biggest Japanese car enterprise and one of the leaders of world car production, having in addition to its plants in Japan a number of divisions and daughter enterprises all over the world: in USA, in Europe, in Australia, in South America, in Asia, altogether in 17 countries.