Nissan Press Release: Nissan in America

08/13/96

NISSAN IN AMERICA - A HERITAGE OF FUN AND INNOVATION


CARSON, Calif., Aug. 5 -- When American cars with huge
rear fins were crowding the drive-ins and we were all listening to
Elvis on the radio, Nissan sold its first car in the United States, a
modest Datsun sedan. It was 1958 and Nissan had come here under the
leadership of Yutaka Katayama, now affectionately known as "Mr. K."

His passion for innovation and keen understanding of American tastes
inspired an entire generation of automobiles, from the first compact
pickup truck sold in this country in 1959 to the breakthrough 240Z in
1969.  Today, the rugged Pathfinder, award-winning Maxima, distinctive
Altima and sleek 240SX continue the fun and imaginative spirit of the
Nissan tradition.

A brand new marketing campaign that captures this rich heritage kicked
off last night during the closing ceremonies of the Olympics with a
2-minute spot created by TBWA Chiat/Day of Venice, Calif. The campaign
taps the wisdom, enthusiasm and spirit of Mr. K. to convey the
emotional appeal and personal expression that automobiles represent to
American drivers.

Although Nissan came to the United States in 1958, the first Datsun
was built in 1914 and Nissan Motor Co. Ltd.  was established in Japan
in 1933. Today, Nissan has produced more than 60 million vehicles and
invested more than $2 billion in U.S. operations, creating jobs for
more than 75,000 people.

When Nissan Mexicana began producing vehicles in 1966, it became the
first Japanese-owned production facility in North America. Two years
later, the Datsun 510 sedan was introduced, the first Nissan car
styled for the U.S. market.

1969 represented another major milestone -- that was the year the
legendary Datsun "Z" car was introduced as a 1970 model. By 1975,
Datsun had become the top U.S. vehicle importer.

In 1980, Nissan took steps to establish an American manufacturing
facility, Nissan Motor Manufacturing (NMMC) in Smyrna, Tenn. and three
years later made a bold decision to abandon the Datsun name and market
vehicles worldwide under the Nissan name. That same year, 1983, the
first Nissan truck rolled off the assembly line in Smyrna.

Nissan entered the racing history books in 1988 with the first of four
consecutive IMSA Camel GTP Drivers Championships (1988-1991). The next
year saw a giant leap forward with the launch of the Infiniti line of
luxury cars.

In 1990, Nissan Motor Corporation U.S.A. continued its precedent-
breaking tradition by appointing the first American president of a
Japanese car company in the U.S.

1992 saw another series of wins for Nissan at the racetrack, with two
IMSA Drivers Championships and two IMSA GTS Manufacturers
Championships. That year, the first Nissan mid-sized passenger sedan
produced in the U.S., the Altima, rolled off the assembly line and in
1993, became the best selling new nameplate in America.

Fun to buy, fun to own and, most of all, fun to drive, Nissan vehicles
continue to embody the imaginative spirit that brought them to the
United States. In the words of Mr. K., "Life is a journey. Enjoy the
ride."