Mr. Yutaka Katayama also known as father of the Datson ‘Z’. He is credited with almost single -handedly creating Nissan’s strong foothold in United States.
Mr. Katayama was an adventurous and cheerful person and was the first president of Nissan Motor Corporation U.S.A.
Mr. Katayama joined Nissan in 1935 as an employee in publicity and marketing department . At the time when corporate culture was considered to be conforming to superiors Mr. Katayama’s independent and open minded nature was not welcomed by his superiors and created a lot of contention in their minds. As a punishment in 1960 he was transferred by Nissan’s executives to worst Siberia they knew i.e. South California. He had to work from an office in a downtown area with an advertising budget of just $1000 . As made clear by Mr. Katayama ,Nissan’s executives expected him to fail. That was a time when “ Made in Japan” brand was not well accepted in U.S.
Contrary to everybody’s expectations, Mr. Katayama took the onus of building Datson’s brand in U.S. In mid 1960’ when Nissan merged its east coast and west coast operations he was made incharge of the whole US operations.
Mr. Katayama’s first success came with Datson 510 a lesser expensive version of BMW 1600 . Then, came the ‘Z’ , which soon became the object of desire for everybody. Datson was soon selling 4000 Z’s in a month.
His work is chronicled in “The Reckoning,” David Halberstam’s 1986 book about the auto industry.
Hats off to Mr. Yutaka Katayama!!!
Hats off to people like Mr. Yutaka Katayama who have the nerves to create a beauty wherever they are placed !!!
Hats off to people like Mr. Yutaka Katayama who dare to glow as a lonely star in cloudy sky!!!