Page "Datsun" Paragraph 32

Ultimately, the name change campaign lasted for a three year period from 1982 to 1984 ( Datsun badged vehicles had been progressively fitted with small " Nissan " and " Datsun by Nissan " badges from the late 1970s onward ) until the Nissan name was given prominence in 1983-although in some export markets vehicles continued to wear both the Datsun and Nissan badges until 1986.

The name change had cost Nissan a figure in the region of US $ 500 million.

Operational costs included the changing of signs at 1, 100 Datsun dealerships, and amounted to US $ 30 million.

Another US $ 200 million were spent during the 1982 to 1986 advertising campaigns, where the " Datsun, We Are Driven!

" campaign yielded to " The Name is Nissan " campaign.

( The latter campaign was used for some years beyond 1985.

) Another US $ 50 million was spent on Datsun advertisements that were paid for but stopped or never used.

Five years after the name change program was over, Datsun still remained more familiar than Nissan.