Skyline

The Disappearance of Nissan’s Iconic Car Names: A Reflection on the Brand’s Strategy In the 1950s and 1960s, Nissan introduced car names like “Sunny” and “Bluebird,” which became household names and played a significant role in the company’s success. However, over time, these iconic names vanished from the automotive scene, leaving many wondering why Nissan chose to abandon such widely recognized and beloved brands.

The emergence of privately-owned cars in Japan was a significant milestone, with the Subaru 360 paving the way in 1954 at the All Japan Automobile Show (now known as the Tokyo Motor Show). Nissan, in collaboration with Austin, had already acquired passenger car manufacturing technology in 1952, and by 1955, they began selling Datsun passenger cars, including the popular Datsun 110/210 models. The release of the Bluebird (Model 310) in 1959 marked a turning point for Nissan, as its modernized design, improved maneuverability, and ride comfort made it a resounding success both in Japan and the United States. The Bluebird continued to captivate customers for ten generations until 2001, becoming a beloved family car and a key player in Nissan’s success.

However, in 2000, the direct successor to the Bluebird was introduced as the “Bluebird Sylphy,” a name that deviated from the original and positioned the car in the lower Sunny class. Subsequently, in 2012, the “Bluebird” name was dropped altogether, marking the end of its 53-year legacy. Similar fates awaited other Nissan car names, including “Sunny,” “Cedric,” and “Gloria.” The Sunny, born in 1966 with a 1000cc engine, competed with Toyota’s “Corolla” in terms of sales volume and gained recognition as Nissan’s primary compact car. However, in 2006, it was replaced by the “Tida Latio,” and the Sunny name disappeared. Today, the name has been revived in some overseas markets based on the “Latio” and “Sentra” models.

Around the same time the first Sunny was introduced, Nissan also debuted its luxury car brand. While Nissan’s high-end models in the 1950s were based on knockdown production of the “Austin A50 Cambridge,” the smaller body size compared to its competitor, the Crown, posed a disadvantage. In 1966, Nissan merged with Prince Motor Co., Ltd., resulting in the simultaneous sales of the “Gloria” and “Cedric” high-end models. However, in 1971, the Gloria became a separate model with the same body as the Cedric, leading to the use of the name “Cedgro” by dealerships. The Cedric/Gloria duo gained popularity as Nissan’s luxury cars but were eventually integrated into the successor model, “Fuga,” excluding commercial variants. With this integration, the names Cedric and Gloria disappeared.

The root cause behind the disappearance of these renowned car names lies in Nissan’s financial slump during the late 1990s. Despite having a reputation for advanced technology, Nissan struggled with sluggish sales for each model. In 1999, Nissan entered into a partnership with Renault, embarking on a process of revitalization. Newly appointed CEO Carlos Ghosn implemented bold measures to achieve a V-shaped recovery, including factory consolidation, reducing domestic production capacity, and significant workforce reductions. Model consolidation was also part of the strategy, resulting in the discontinuation of the “Laurel,” “Pulsar,” and “Silvia.” Although the main models like Sunny, Bluebird, Cedric, and Gloria had successors, it seemed unnecessary to abandon these well-established brand names that had been cultivated over many years.

During that period, the user base for each car was aging, and Nissan aimed to develop new users and markets by introducing new names for the revived models. It’s not only Nissan that faced the challenge of an aging brand image. Toyota also renamed its “Corona” to “Corona Premio” and gave the Corolla subnames like “Axio” for a period. However, Toyota successfully rejuvenated the Corolla by shedding its perception as a “car for the elderly” through a comprehensive redesign carried out from 2018 to 2019. While the Crown underwent a significant transformation in appearance, the company actively promoted its brand power as a “traditional domestic luxury car,” emphasizing the importance of maintaining the brand name amidst changing times.

Considering these factors, it can be argued that Nissan’s strategy of changing even the main models’ names was excessive. Had Nissan retained names like Corolla and Crown, the outcome might have been different. Despite the decline in the sedan market, none of the renamed successor models proved to be remarkably successful. Models like “Tidalatio,” “Sylphy,” and “Fuga” have all disappeared from the market.

Amidst this disappearance of iconic names, one Nissan model managed to survive the test of time—the legendary “Skyline.” Debuting in 1957 from Prince Motor Industry, the Skyline continued to garner a strong following even after the merger with Nissan. It remains a sports sedan, with the current model (13th generation) introduced in 2013. However, enthusiasts eagerly anticipate a new model announcement, especially considering that over ten years have passed since its introduction.

While the Crown, sharing a similar history with the Skyline, sparked debates by venturing into SUVs and expanding into overseas markets, it made proactive efforts to differentiate itself into four distinct vehicle systems. This approach, based on the historical Crown name, showcases a spirit of creating new trends different from Toyota and Lexus. Preserving the Skyline’s legacy is of great importance, as its brand power is deeply rooted. Erasing such a renowned name seems excessive, and many fans hope Nissan will continue to cultivate and evolve the Skyline brand.

In June 2021, Nissan’s Vice President, Asako Hoshino, made a statement at a press conference declaring that “Nissan will never give up on the Skyline,” following reports suggesting its discontinuation. This declaration created a buzz among car enthusiasts, but two years have since passed without any new announcements. For the loyal fans eagerly awaiting news, the hope remains that Nissan will soon unveil their next declaration and bring forth the next chapter for the Skyline.