Few recognized it at the time, but a revolution was brewing in the American car market: The Japanese automakers were preparing to carve out a big chunk of it for themselves. See revolution begin in this 1967 Datsun commercial.
The Nissan Motor Co. arrived in the United States in 1958 to very little fanfare, selling cars and small pickups under the Datsun name from a tiny office in Southern California. Comically underpowered and unsuitable for American highways, the products were ridiculed by the American automotive press and for the most part, rejected by car buyers.
But the Datsun North American team, led by Yataka Katayama—today, a revered figure among car enthusiasts, who know him as Mister K—dug in and went to work, improving the vehicles step by painful step, year by year. Soon the company’s small, efficient pickups were a hit among California farmers and tradesmen, and the two-place 1500 roadster became a cult favorite among the sports car crowd. Then the company’s modest passenger cars began to sell. Datsun sold nearly 30,000 units in 1966, a ten-fold increase in four years.
This original 1967 Datsun commercial features the the model 411, aka the Bluebird, a tidy compact sedan that was much improved over previous Datsun models. Now the company was truly competitive in the U.S. import market. “Drive a Datsun. Then decide!” the carmaker boasted. And just around the corner were two brand-new Datsun models, the 510 sedan and the 240Z, and they were transcendent. The 510 was described as a BMW for the masses, the 240Z as an E-Type for the masses, and they both sold in mass quantities. See the opening shots of the revolution in the video below.
As a teenager, I worked for a foreign car repair shop. Like most, I saw Japanese cars as weird pieces of junk, not worth the time of day. One of our customers was Efrem Zimbalist Jr. Efrem had a Bentley and a Bugatti that he had serviced at our garage. One day his kids showed up, each driving a new 1967(?) Datsun. My job was to do a lube and oil service on the cars. It didn’t take long after working on these cars to completely change my mind about Japanese cars. Everything I found irritating about the British cars on which I worked was well engineered on these cars, making them much easier to service. It was also apparent that the quality of the cars overall was of a very high standard. The reminded me of a Hillman Minx, but with with all the annoying things corrected.
I am old enough to remember the original Bluebird, a fairly basic motor car that looked 10 years old. A school friend rolled what was his fathers car. Noone was hurt except the car.
68 was the first real cars, cars which are now classics. The venerable Datto 1600 [510] and the 240Z, still a car that looks modern.
Here in Oz both were rallied, that killed hundreds of 1600s. The Z cars were not as predictable on dirt. Though the things all rusted out and fell to bits.
I know of ONE restored example, an auto the rest that are left are all modified, L20 and 5 speed and big wheels and 240K brakes etc and many are sprinted and hillclimbed, a few still rallied.
A few Zs are still around but very expensive and often full of bog
MY FIRST NEW CAR!!! – A 1967 Datsun 1600SSS sedan, One of the 875 that were sold here – Considered the Toyota Corona, but they had a bench seat and a three on the tree, while the Datsun had black bucket seats and a 4-on the floor – Like an extremely well-built British car with a sort-of Italian looking body – LOVED IT for 3 years, then traded it for a 510… Got a 1600 roadster later…