Katayama

How Datsun Discovered America

In 1960, Nissan banished a rebellious executive to California. Once in the driver’s seat, Yutaka Katayama took off like nobody’s business. by David Halberstam, as appeared in ESQUIRE Magazine, October 1986 [This article was adapted from The Reckoning, by William Morrow] Yutaka Katayama was sent to America in 1960 to handle Nissan’s first exports to […]

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Datsun Bluebird P312 Owner’s Manual

Here’s another neat piece from our collection – When we bought our 1963 Datsun Bluebird out of Canberra, Australia, there was a large packet of documentation that came along with it. Although the booklet is not in great shape, it’s a fun piece to read, and might help someone with their Bluebird project! Check out […]

datsun_dealer_directory

Datsun USA Dealer Directory 1975-1976

By late 1975, Datsun had nearly 1,000 registered dealerships in 49 of the United States. Datsun was selling cars in record numbers, due in no small part to the fuel crisis. This was the year Datsun (and Toyota) passed Volkswagen as the leading import car in US sales. This brochure is from our private collection, […]

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Nissan Facts Booklet, 1985 – Wrapping up the Change from Datsun to Nissan

When Nissan Motor Company decided to change its brand from Datsun to Nissan in the US market, it was one of the most disastrous brand name shifts in history. In fact, the decision has been used as a case study in business schools worldwide of how NOT to rebrand a company. In 1960, Nissan entered […]

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Datsun Part Name Code Pocket Guide

Datsun published this handy little pocket guide back in the early 1970’s. These were typically carried around by Parts Department employees so that they could quickly and easily reference part numbers. Of course, after referring to the guide all day, every day, the numbers were often committed to memory. We figured you guys might like […]