Delving into the annals of the automotive industry, particularly the saga of a prominent global brand, proves to be an enthralling experience. It unveils the relentless struggle undertaken by these trailblazers to ascend the pinnacle of success.
In the early 1900s, as private car ownership became an increasingly coveted desire, the automotive industry witnessed an unprecedented surge. Companies seized this opportune moment by offering cutting-edge products imbued with the latest designs and technologies.
Nissan stands among the automotive brands that have managed to endure till this day. It breathed new life into the industry in 1934, during a bustling market brimming with high demand.
Tracing its roots back to 1911, as documented on the Nissan Global website, this brand began marketing its automobiles. However, at that time, the company did not bear the name Nissan but rather Kwaishinsha Motor Car Works.
The visionary behind this venture was Mesujido Hashimoto, who is also credited as the first individual to establish a car factory in Japan. His pioneering efforts paved the way for the automotive industry to blossom in the Land of the Rising Sun.
Mesujido erected Kwaishinsha Motor Works in Tokyo’s Azabuhiroo district and unveiled his inaugural creation, named DAT, in 1914. The acronym DAT represented the initials of the three investors in Kwaishinsha, namely Den, Aoyama, and Takeuchi.
In 1918, Kwaishinsha Motor Car Works expanded its operations, employing a workforce of 60 individuals. The following year, they completed and introduced the Model 41 DAT, which featured Japan’s first-ever 4-cylinder engine.
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Subsequently, the company metamorphosed into DAT Motors, with a focus on truck production. This decision was motivated by the limited passenger car market in Japan at the time, which was either minuscule or nonexistent.
This shift also served to support the post-Kanto earthquake reconstruction efforts in 1923. Furthermore, DAT Motors ventured into manufacturing trucks for the military.
Soon after, DAT Motors ventured into the production of light cars. In 1926, it merged with Jitsuyo Jidosha Co., based in Osaka, and adopted the name DAT Jidosha Seizo Co.
Finally, in 1931, this collaboration yielded the fruition of a passenger car called the Datsun Type 11. This vehicle garnered considerable popularity due to its relatively modern design for that era.
In 1933, the company underwent another name change to Jidosha-Seizo Co, while concurrently relocating its factory to Yokohama. Prior to this, DAT Jidosha Seizo had established affiliations with other companies in the automotive sector.
It was during this collaborative effort that the name Nissan was first introduced. Nissan produced its inaugural Datsun model at the Yokohama plant in April 1935, making it the first car to be manufactured using an integrated assembly system.
With the outbreak of World War II, Nissan swiftly converted its passenger cars into trucks and military vehicles. However, in 1945, the production line fell under the control of the Allied forces.
Undeterred by these setbacks, Nissan made a resolute comeback following the war, eventually securing the prestigious Deming Prize for technical excellence. This accolade propelled their new models to soar in popularity within the market.
Their fresh lineup, including the Bluebird (1959), Cedric (1960), and Sunny (1966), played a pivotal role in bolstering Nissan’s sales both domestically and abroad. The company experienced remarkable growth throughout the 1960s.
As time progressed, Nissan continued to innovate and refine its products, ensuring its competitive edge. Presently, the company is diligently working on the development of diverse powertrain options to cater to the growing demand for environmentally friendly vehicles.