Sixty Years Ago, Nissan Discovered America

From the Datsun 310 to the Leaf, Nissan’s American adventure shaped its identity as a global manufacturer.

September 28, 1960 marks a pivotal date in Nissan’s history: it was on this day that the Japanese brand officially established its American subsidiary, Nissan Motor Corporation USA, in Gardena, California. At the time, the decision might seem daring. American manufacturers dominated their domestic market, while Japanese brands were still little known and often perceived as marginal. Yet, Nissan quickly understood that the future would also be played out across the Pacific.

The first model imported to the United States was the Datsun 310, a modest economy sedan that appealed through its sobriety and affordable price. Nissan initially sold its cars under the name Datsun, which was easier to pronounce and remember than Nissan. This name, symbolizing its Japanese roots and reliability, marked legendary models like the 240Z. In the 1980s, the brand gradually phased out Datsun to unify its models under the Nissan name worldwide.

Quickly, other models strengthened the lineup, notably the legendary Datsun 240Z, launched in 1969. With its sporty style and remarkably competitive price, it established itself as the most affordable foreign sports car in the American market. The “Z-car” became a true symbol of Nissan’s success in the United States, paving the way for customer loyalty.

In the 1980s, the manufacturer took a big step by establishing its first American manufacturing plant in Smyrna, Tennessee, in 1983. This move marked a turning point: Nissan no longer limited itself to exporting but began producing locally and integrating into the American industrial fabric. Today, the United States represents one of Nissan’s global pillars, alongside Japan and China.

Nissan has also built its image around iconic models: the Maxima, a dynamic family sedan; the Pathfinder, a pioneering SUV; or the Titan, a pickup designed to compete with American giants. More recently, the Leaf, launched in 2010, made history as one of the first mass-produced electric cars for the general public.

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The story of Nissan in the United States illustrates the ability of a foreign manufacturer to establish itself in a market considered almost impenetrable. By focusing on affordable products, then investing heavily in local production, Nissan has managed to carve out a lasting place in the American automotive landscape. More than sixty years after its arrival, the brand remains a key player, driven by its heritage and looking toward the electric future.

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