Page "Datsun" Paragraph 31

" The decision to change the name Datsun to Nissan in the U. S. was announced in the autumn ( September / October ) of 1981.

The rationale was that the name change would help the pursuit of a global strategy.

A single name worldwide would increase the possibility that advertising campaigns, brochures, and promotional materials could be used across countries and simplify product design and manufacturing.

Further, potential buyers would be exposed to the name and product when traveling to other countries.

Industry observers, however, speculated that the most important motivation was that a name change would help Nissan market stocks and bonds in the U. S. They also presumed substantial ego involvement, since the absence of the Nissan name in the U. S. surely rankled Nissan executives who had seen Toyota and Honda become household words.