How the global small car market was driven by Nissan
Nissan Motor Co Ltd was established in 1933 specifically to take over Datsun manufacturing from Tobata Casting Co Ltd. Despite much global and local turmoil over the coming years, Nissan was to enjoy resounding global success with its small cars some 40 years later.
The first small-sized Datsun was produced in 1935 but, with the advent and progression of World War Two, emphasis shifted to military trucks and engines for the army’s aeroplanes and motor torpedo boats. Post-war years proved difficult as Nissan dealt with the requisitioning of half its factory by occupation forces, business lost to a competitor and much labour-management strife. Production continued regardless, taking Nissan from strength to strength, with its Datsun 210 enjoying class victory in the 1958 Australian Rally and the company receiving the Deming Prize for engineering excellence in 1960.
In 1966 the Nissan Sunny heralded the start of the ‘my car’ era in Japan, becoming a major driving force behind the country’s rapidly growing small-car market. Upon motorisation advancement, clean air acts were introduced to combat increasing air pollution and Nissan met Japan’s exhaust emission standards through its three-way catalytic converter system.
Small demand creates a high for Nissan
It was two energy crises of the 1970s that really put Nissan on the global map, as the high demand for small Japanese cars, renowned for their excellent fuel economy, triggered a rapid increase in exports. Fuel economy tests conducted by the US Environmental Protection Agency in 1973 saw the Sunny come in first, leading to enormous popularity gain in the USA market under the advertising slogan ‘Datsun saves’.
Over the years, Nissan has pioneered many fields of advanced technology, aiming to improve fuel economy. Serving to keep you updated on all automotive news, at Group1 Nissan we are continually updating our blog with news and views for all.
