Nissan in Canada

As one of Canada's top ten selling brands, it's easy to go to almost any city and find a Nissan dealer. Drivers have come to recognize that Nissan is a name that will give them the value and longevity they need to get them where they need to go. That is why the team here at L.A. Nissan is proud to be a part of Nissan's storied history.

While it feels like Nissan is a staple of the car market and has always been around, that's not entirely the case. Nissan as a company has been around since the 1930s, but the popular car manufacturer didn't make its way to Canadian shores until the mid-1960s. The first Nissan headquarters, Nissan Automobile Canada, was set up in Vancouver in 1965.

Nissan's Name Game

In the 1960s, Nissan's reliable, budget-friendly vehicles were earning the company a reputation as a name consumers could rely on. However, back then, Canadians knew the corporation by its popular export name, Datsun. The Datsun name actually traces back to before Nissan entered the automobile industry to a small Japanese company named DAT in honour of its three founders. Their small car was known as the "Son of DAT" or "Datsun." Nissan eventually bought out the smaller company but chose to continue using the Datsun name.

Why did Nissan, an already well-known manufacturer and a powerhouse in Japan, choose Datsun as its export name? As with most things, it had to do with image. After World War II, Nissan was concerned that its name would be linked to the Japanese military. The export branding was done to give Nissan a fresh face for foreign markets. So when the inexpensive, stout cars began showing up in North America, they carried the Datsun badge. This was a name the company would continue to use up until the 1980s when it completely changed over to Nissan as we know it today.

There were a few select Canadian dealers that began selling Datsuns in the early 1960s, but with the new headquarters established in British Columbia in 1965, Nissan began to rapidly grow. This expansion into the Canadian market helped Nissan become the import brand to beat, with over dealerships opening in the mid-1960s. By 1968 Nissan's budget-friendly Datsun 510 was on the road. The boxy and unmistakable 510 was so popular it became Nissan Canada's top-selling import, leaving other import brands like Toyota scrambling to keep up.

Nissan's popularity continued to grow in Canada thanks to spirited designs like the Datsun 1200, known simply as the Sunny in Japan. One of the reasons for its long-lasting popularity was due to the soaring gas prices of the 1970s, which would see the spunky sedan top car lists as the most fuel-efficient model in Canada, with the Datsun 510 following close behind. Despite its efficiency, the 510 was also popular with auto racing clubs. And while the heydays of racing may now be long gone, the 510 continues to have a dedicated following, with enthusiasts fondly remembering the Datsun "Dime" even decades later.

Officially Nissan

After the chaos of the 1970s energy crisis, Nissan kept a hold of the market well into the 1980s. The company continued to update and change its model names, introducing more cars directed at speed and racing while also expanding its lineup to include not only sedans but wagons and sportscars, truly making something for every type of driver.

Nissan's popularity remained high with Canadian drivers into the 1980s. This led the Japanese automotive maker to call for major updates in its overseas operations. This included moving its original headquarters in British Columbia across the country to Ontario, where Nissan situated itself just outside of Toronto in 1982. The relocation was done for the practical reason of moving the company head closer to the population center of Canada, as well as closer to sources of marketing and advertising, while at the same time giving the company more room for possible future expansion.

By September of 1982, Nissan was ready to present its fresh new face to the public just in time for its 50th anniversary. In order to create a unified global name, it was decided that the well-established name Datsun would be phased out of the international markets like Canada and replaced by the manufacturer's parent name, Nissan.

A More Competitive Market

This move cost Nissan millions of dollars in rebranding. Datsun dealers had to be changed over to Nissan dealers, causing minor confusion for drivers who were unfamiliar with the Nissan name. Dealerships updated signage, and the company was given the new slogan, "The Name is Nissan," to help consumers adapt to the change.

In the 1980s, sales began to slow, partly because of the rebranding and partly because of the slumping economy affecting markets across Canada. Another reason? Brands like Toyota were finally gaining a place in the international market, as well as a new arrival, Honda. Both Japanese brands raised the competition for Nissan in the Canadian market.

To complete, Nissan introduced several popular models in the mid-1980s, like the Multi. This wagon included a higher roof than normal for a station wagon, plus sliding doors. The flexibility of the Multi helped Nissan compete against models like the Honda Odyssey, drawing in drivers who were looking for a spacious vehicle that also gave them enough room for additional passengers or extra cargo demands.

To stay at the top of its game during the 1980s recession, Nissan introduced Canadian drivers to the fuel-efficient Micra, a vehicle that was claimed to be designed with "Canadian drivers in mind." The hatchback came with the option for two or four doors and offered drivers a smaller, less powerful engine for savings at the pump. Still, the Nissan Micra was able to compete in the Canadian market against the likes of the Dodge Omni and the Chevy Sprint.

Nissan Today

As the 1980s drew to a close, Nissan found itself coming out the other side of the recession and ready for the 1990s. With the new decade came a mood of increased anxiety over the environment and global warming. While many automakers were seen as contributing to the crisis, Nissan was recognized for its eco-friendly models, investing in green technology, and working towards a future in electric cars.

When the new millennium rolled around, Nissan's popularity remained steady as the company continued to increase its lineup of vehicles while keeping them affordable and of the highest quality. The introduction of electric vehicles like the Nissan LEAF and the Ariya makes this an exciting time for Nissan and Canadian drivers.

With a forward-thinking brand like Nissan, drivers know they can expect great things to come. This includes the company's recent 2021 announcement of the Nissan Ambition 2030 project, which seeks to spread and utilize green energy to help create a cleaner, safer planet for all.

Steps Towards the Future

Are you ready to see Nissan's plan in action? In 2022 Nissan announced that its next EV, the Ariya, would be making the daring trip from North America down through Central and South America before being transported down to the South Pole. By using the all-electric Nissan Ariya, this journey marks the world's first driving adventure of this sort. And with Nissan being a company of firsts, it's the perfect fit for the brand that hopes to demonstrate the power and efficiency of all-electric vehicles and green energy.

Being a forward-thinking company, Nissan has always found a way to remain true to its roots as a maker of affordable and reliable vehicles. All the while remaining relevant in the competitive global market by offering new, innovative technology and design. Nissan's combination of sustainability and affordability is unbeatable and just one reason why it has risen to become one of the top auto sellers in Canada today.