Ô souverain, ô juge, ô père

The President will see you now.

Nissan President. Image: Topspeed

Having originally been known as the Kwaishinsha Motorcar Works and later by the acronym, DAT[1], the Nissan Motor Company has traded under its latterday identity since 1933. Introduced into Western markets under the Datsun nameplate; from 1981, this by then well-established brand name would no longer feature on the carmaker’s products.[2]

The fact that Nissan chose to make this sweeping change in spite of the sales success enjoyed by brand-Datsun across global markets can be viewed two ways; an attempt to create a unified, instantly recognisable brand name, à la Toyota, or alternatively, to allow the carmaker to Continue reading “Ô souverain, ô juge, ô père”

Beyond Infiniti (Part One)

Nissan’s luxury brand is reportedly facing another reinvention as its long struggle for relevancy continues. We examine Infiniti’s chequered history and ponder its future.

1989 Infiniti Q45 (c) Nissan Heritage Collection

When Toyota launched its first Lexus LS400 in 1989, the automotive world was simply stunned by the ambition and audacity of the Japanese automaker. Previously best known for vehicles that were carefully designed, well-built and reliable, but largely uncharismatic, Toyota had created a luxury saloon that easily matched and, in a number of respects, surpassed the best that either Stuttgart or Munich could offer. It was good enough to Continue reading “Beyond Infiniti (Part One)”