Let’s not kid ourselves. These early tiny Japanese visitors were hardly taken seriously by many, but their intent, regardless of size, was quite serious. And while early on Nissan, AKA father of the Datsun, had temporarily ignored the subcompact market, they finally did so by going full-throttle into the segment with the Sunny.
And that early Sunny shone, though regrettably, not as much as its parent company intended. Still, the model created a long-lasting dynasty, living into the early 21st Century.
With that set, why not revisit the nameplate’s early history with the help of this second-generation one? After all, it’s the Sunny (Datsun 1200/120) that most of us around the world first laid eyes upon.
I’ve already talked about Nissan’s motivations and history of the period in my 1970 Cherry post, while Paul has also covered these early Datsuns (A while back I may say, when a couple were still roaming Eugene –Any of them still around?) However, the recent find of a few of these early ’70s Datsuns around my San Salvador home sort of force me to recap the whole matter for the uninitiated.
So let’s revisit this chapter, though this time with a Sunny (pun intended) spin.
Toyopet (AKA Toyota) Crown in Taxi form, 1950s.
As the postwar dawned, Toyota and Nissan were Japan’s Big 2, vying to be that nation’s #1 carmaker. At the time, the Japanese market consisted mostly of fleets, with taxis, government agencies and corporate clients accounting for most sales. Further segments included commercial vehicles (transport and deliveries) and upscale pricey models. The latter built for a minor clientele and one could venture, as a matter of national pride too. Finally, really cheap trikes and the like (the future kei segment) formed a final niche.
In retrospect, a rather bipolar array of offerings; either very basic and plain or too sophisticated and costly for most buyers. But it responded to the realities of Japan’s yet suffering postwar economy and more closely, to that nation’s historical tradition as they had yet to develop a significant middle class.
Toyopet Corona, AKA Toyopet Tiara in the US.
Those realities were quickly changing during those postwar years, however. Toyota looked into diversifying first, by acquiring partial control of commercial truck maker Hino, and Kei car builder Daihatsu. As such, extending its reach across the whole market.
Meanwhile, as the ’50s reached their end and Toyota’s Crown line became larger and more sophisticated, the company looked into filling empty slots below. First with the ’60 Corona (AKA Tiara), and then with the subcompact Publica. The latter, in response to the “National Car” project of Japan’s MITI (Ministry of Transport). Roughly speaking, a Volkswagen sort of program, with very specific requisites in hopes to get Japan’s population on wheels.
’59-’63 Bluebird
While Mitsubishi jumped after the Publica with the Colt 1000, Nissan didn’t care much for the whole “car for the masses” idea. After all, the company was focusing on fleet sales and sticking to products like the Bluebird and Cedric, with fatter profit margins. They had also acquired Prince Motors, Japan’s premier carmaker. Gobbling thus some of that nation’s most renowned models; the Gloria and the Skyline.
As time would prove, some of these decisions would be detrimental to Nissan-san’s fortunes. But let’s not be too harsh on their decision-making… yet.
’67 Datsun 2000 (Cedric) in San Salvador.
As Nissan saw it, Japan’s economy was a ways off from having a middle class strong enough to be too bothered with. Besides, that Toyota ’60 Publica episode hadn’t done too great, nor did the early Corona. Furthermore, Nissan had costlier operations than its archrival (a situation inherited from their pre-WWII creation) which made the low end of the market an unappealing proposal.
Outside of Japan, aside from its pickup line, Nissan was pushing its upscale credentials. In the US the brand was somewhat of a hot thing in the ’60s, with models like the 510, the Roadster and the 240Z. Meanwhile, in Latin America vehicles like the 2L Cedric were trying to make a case for the carmaker as a purveyor of “accessible” luxury.
In the mean time, Toyota’s early stumbles with its Corona and Publica lines had taught the company valuable lessons. Adjusting their business model, their product line got a workover with much customer input through their dealer network. A fine-tuned Publica eventually gained some traction, and the ’64 T40 Corona became a success. Both in Japan and abroad, with Toytota surpassing Nissan as Japan’s #1. An assault that was to keep on going, with Toyota’s upcoming Corolla aimed at Japan’s rising middle-class. Nissan could no longer ignore the market’s new reality.
Or so one would think…
The quote “If they don’t have the money, they can just buy used Bluebirds…” is famously credited to Nissan President Katsuji Kawatama when the entry-level model idea was proposed. Legend has it that research and development –more attuned to market realities apparently– insisted on proceeding under the pretext that their small car proposal was meant solely for commercial fleets. Under that condition, development was approved.
The expense underway and with Toyota’s ambitions being known, Nissan’s entry car eventually got the green light to become a full-fledged Corolla fighter. A name was needed…
As told in Paul’s 1200 post, the model got its name after Nissan launched a creative national public contest, part of the stunts the company was so fond of at the time. “Sunny” was the chosen one, tying the fate of the car –conveniently– with Japan’s “Rising Sun” flag.
Both the Corolla and the Sunny appeared in the Japanese market in 1966. An arrival that is considered defining in that nation, akin to the Model T in the US. Numbers for both models were beyond anyone’s expectations, and it turned out to be a sunny dawn for the Sunny (and the Corolla), indeed.
However, the Corolla comfortably surpassed the Sunny by a good 50K to 100K in yearly sales in those early days. So, Nissan’s entry car had a bright dawn, but not as sunny as its parent company would have liked.
That Nissan was somewhat less serious than Toyota with its entry car could be seen in the models’ foreign exploits. While the Corolla was sent around the globe early on, the Sunny remained mostly a JDM offering, with a number of sedans and coupes also reaching Australia.
Playing catch up, once again, matters would change for the Sunny’s second generation. And from ’70-’73 the Sunny B110 was sent worldwide to make its case against the Corolla.
So this, the B110, is the first Sunny face many of us remember, though most know it as the Datsun 1200 or 120.
Styling-wise, Nissan had yet to go outré (or desperate), and the B110 arrived with rather clean lines that evoked the larger Bluebird (510). Dimensions of the new B110 were slightly larger than the then-outgoing Corolla, a matter which Nissan proudly extolled in advertising. In the same line of thinking, an upgraded 1.2 L engine debuted on the model, offering –briefly– more power than the Corolla.
Most markets got the 2-door sedan and a nifty fastback coupé. Less distributed, 3/5-door wagons and the 4-door sedans. Still, a good number reached the world, like this 4-door in San Salvador.
And well, the B110 was also the father of the long-running Sunny pickup, with updates remaining in production until 2008 in Africa. Talk about a never-dying tin-can critter!
Here’s a late ’80s one not far from my MIL’s house on the outskirts of San Salvador. One of plenty that are still found in this city. Throw a rock in the air and one is most likely to land on a Sunny pickup…
The ’70-’74 Corolla, another crown –in Latin– in Toyota’s history.
The Sunny B110’s arrival pretty much defined what the Toyota/Nissan horserace would look like in the coming decades. While Nissan’s cars were just as competently assembled and offered many of the same amenities, they always seemed “slightly off” against Toyota’s products, with the latter always selling in larger numbers.
In the case of the low-end market, Toyotas always seemed to offer a better deal and a more upscale feel. Attributes that gained Toyota more loyal buyers. Meanwhile, in the upper echelons of the marketplace (Cedrics, Bluebirds and Laurels), Nissans seemed somewhat more frivolous and less compelling –though occasionally more exciting.
There’s some irony to this, as time seems to have shown. Toyota’s early products gained the maker strong loyal buyers, or in other words: Toyota people. Meanwhile, Nissan seemed to create models that had a more devoted following. In other words, 510 and 240Z fans and so on.
(All relative of course, with exceptions and impressions changing according to period and region.)
In the case of the B110, some of those ideas apply to the model. As per most unbiased opinions, the B110 was as competent as the Corolla. Only, ever slightly, less refined. A bit noisier, and choppier under driving, but offering good assembly and reliability. All as long as the tin worm was kept at bay.
And while the B110 may not have the same following as 510s or 240Zs, they certainly have some. As can be seen in today’s finds scattered across San Salvador, with samples that have gotten much love and attention.
As locals know, these early Datsuns can provide economical means to enjoy sporty driving. And this explains the way most of these San Salvador Datsuns look; all slightly souped-up, purportedly fixed up for sportier intentions.
And if in fastback coupé form, such goals are displayed more clearly. Like in this one found in a recent car show (If you’re curious about the show, I covered it previously HERE).
After all, the Sunny’s economical 1.2 found under the hood was well-balanced and had good flexibility. With some tuning, high RPMs. were easily achieved. And with the model’s 5-speed introduced in ’72, along with the car’s lightweight, tossable and sprightly driving can be found.
The car’s suspension is basic McPhersons upfront with semi-elliptical leafs at the back. Nothing extraordinary; not quite engaging, and certainly choppy if put to the test. But doesn’t that make it feel sportier? At least in the spirit of the times?
So as an economical means for “sporty” driving, these old Sunnys have quite a few devoted followers here. And in quite a few places across the globe, if one does a bit of online searching.
I won’t deny that of all its body styles, the fastback with its modest coke-bottle hips is my favorite. And considering where Nissan styling was heading, this was quite purposeful and accomplished.
So yes, I’m certainly smitten with this tiny fastback. Not that I’ll deny I’m biased…
See what I mean?
(Yeap, that’s me on the trunk lid of our family one. I look sleepy… but perhaps I’m quietly pondering the Sunny’s merits?)
Don’t get excited about the fastback’s rear fender brightwork. Those are just for show.
Styling lessons from the ’64 Mustang, with a Nissan spin?
“Datsun” in pretty cursive, way before the model’s real Nissan persona was revealed.
Nothing like creating a brand, worldwide, to eventually toss it away… Just because?
A clear and straightforward interior, with improved ventilation for its class in its native Japan. That said, an ambiance a notch or two below the Corolla’s, as it would become custom.
And that’s a non-stock steering, yes. The kind of mods local enthusiasts love.
The chromey-glossy taillights of Nissan and Toyota of the period. Pure “’70s Japanese” nostalgia.
Back to the 2-door bright green sedan that opened this post. As it happens with many of my finds, it showed up soon after on the FB marketplace for sale. A ’73 model with a fairly unmolested 1.2L mill and the 5-speed manual.
Price? $6500. A figure that over here is rather steep, but elsewhere, I’m not sure… I mean, I’m told most of these rusted to oblivion elsewhere.
So, would your desire for early ’70s Sunny nostalgia find that figure –plus customs and transport hassle– worth the trouble?
Here’s this Sunny’s fairly intact propelling heart. All 1.2L of Japanese fury. And in typical Salvadorian form, missing the air-filter assembly altogether.
BTW, if you sneeze and “Austin” escapes your mouth, I won’t blame you. These A12 engines clearly borrowed much from those Brit wonders, and it was partly the reason behind the rise of the Japanese. Known mechanicals, unchallenging, in a package fairly well assembled. At good prices too.
The enthusiasts knew more sophistication was found elsewhere (Alfa, Lancia, and so on), but to the average buyer, what was not to like?
Sticking to the topic of engines, as usual, options were greater in its native Japan. With the ’70 E20 Corolla coming out with optional 1.2 and 1.4 engines, a hotter 1.4 Sunny Coupe 1200GX-5 appeared for ’71. Just to show Toyota who’s boss.
Toyota responded with a 1.6 hemi-powered Corolla. Nissan, instead of responding directly, went and created the 1.4-1.6L Violet to slot between the Sunny and the Bluebird.
Not that Nissan remained idle with the Sunny, with the launch of the Excellent variant in ’71. Apparently, an effort to make semi-big bucks from their entry-level car.
Taking the usual page of sprucing up an entry model and passing it as a “luxury”, the Excellent had the trimmings and mechanical upgrades expected. Added gingerbread included new brightwork and trim, roof vinyl, interior wood accents, full instrumentation and items such as a radio and a cigarette lighter. You know, “luxury” in accessible ’70s form.
How many of those items came as standard or optional I’ve a hard time making out from it’s JDM brochure, since my Japanese is nil. But the photos feature them.
Mechanically, the Excellent came with the 1.4 mill and double-carburetion, with either a 5-speed manual or a 3-speed automatic.
All Nissan efforts aside the variant failed to gather much interest, and while it remained available in the Sunny’s B210 generation, it was dropped altogether in ’77 when the B310 models appeared.
Talking about those other Sunnys, while the B110 from ’70-’73 did good numbers, as told earlier they were just not bright enough for parent Nissan. So while the E20 Corolla enjoyed the full JDM 4-year production run, Nissan sped up the B110’s cycle.
After a short –for their standards– 3 years, a new Sunny would arrive with quite a different proposal in feel and styling: the B210. It was the dawn of what would be Nissan’s outré ’70s period. But that’s a story for another time (And actually, already covered elsewhere at CC).
Opening 1973 green Datsun 1200 photos by Lorena Saavedra.
Related CC reading:
Curbside Classic: 1972 Datsun 1200 – Two Door Sedan, Size XS
Curbside Classic: 1972 Datsun 1200/Sunny Coupe – The Yang To The ’72 Cadillac’s Yin
The Datsun 1000 beat the first Corolla to market but Toyota gained the upper hand by having a 1.1 litre motor standard and pricing the Corolla almost even with its Datsun rival.
The Corolla, as correctly stated in the article, also felt better built than the 1000.
Some observers claim that the 1000 echoed the Vauxhall Viva HA in terms of styling and mechanical layout.
The B110 was Datsun trying to pull an upper hand over Toyota for the 1.1 litres the Corolla had as standard and proved substantially more popular in Asia than its smaller sibling.
In many of these markets, it replaced the Morris Minor as the preferred driving school hack and many who obtained their licences in the 1970s will recall the B110 as the car they passed their driving test in.
CC effect strikes again, not five hours ago my son and I were walking under the underpass in the background of that Datsun 1000 ad in Tokyo and I was explaining to him how just up the street was the spot where they shot a picture for a Datsun ad in the ‘60s and told him how most of the buildings visible today were not yet built at the time of the ad; there are now several much taller buildings just beyond that flyover ramp. I was going to pull up the ad for him when we got back to our hotel and then this post popped up saving me the trouble of finding it again!
P.S. The two Datsuns are no longer stopped there…but it’s still a pretty good car-spotting spot along with a Toyopet-branded dealer outlet a block over.
Excellent… he he he… Well, it’s better than “Cedric,” at least.
I have yet to even see a 1st gen Sunny in the wild here. As you say, the B110 is far more common — and not just the pickup, though those do form a sizable majority. One of the precious few really good-looking Datsuns of the ’70s.
I haven’t seen one on the streets here in some years. Maybe they were bought by Salvadoreans and exported?
Nice overview of a key aspect of the Japanese invasion; these two (Sunny and Corolla) were clearly the most important ones outside of the US. Here the Corolla didn’t have any competition until the B110 arrived, so that gave it a really strong head start.
At first sight, I thought it was an Euro Ford Escort Mk.1.
My perception, perhaps flawed as it’s based on childhood and early teenage memories, is that in the California the Japanese car popularity started to boom early, during the 411/510 (Bluebird) and Corona era, even before the Corolla and later the 1200 came along. The smaller cars certainly were successful but seemed to take a while to catch up … the larger 4 door 510 and subsequent versions of the Corona and MkII, were then joined by the alternate form factors like the hatchback Civic, sporty Celica, rotary Mazda etc and it wasn’t until well into the Seventies that the smaller Toyota and Datsun became really popular. I don’t know if regional sales figures would corroborate that perception, of course. The B110/Sunny/1200 sure was a clean looking car.
The Corolla really took off with the second generation, starting in 1970, although it did pretty well before then. It quickly eclipsed the Corona, as folks were drawn to its low price. It was the best entry level car until the Civic came along, but by that time it was well established. The Corolla was key to propelling Toyota to the #2 position; in 1971, Toyota sales increased almost 40%.
I have never driven one of these before but I do really like the concept and styling of them. I have, however, owned a later Datsun 210 that had the smoothest running engine ever – a 1.2L A-series similar to what these had.
Rich,
Great photo of you in the “jump” seat!
I was surprised to see factory A/C and electric wipers.
Hard to believe the car could handle and automatic and A/C at the same time.
A great story that brought back plenty of memories. Thanks, Rich.
Back in the early eighties, a girlfriend had a first-gen Sunny coupe. Even then it was a curiosity, and she told of Japanese tourists being surprised to find one here and taking photos.
Slight correction: we did also get the 1000 sedans in Australia, not just the coupes. A friend of a friend had a very tired one with the automatic, and I remember it jumping straight from screaming in first gear to lugging in third. That little four really needed second gear. I don’t think it survived long like that.
The 1200s were much longer lasting. Neighbours had a 1200 coupe in the late nineties. It seemed indestructible in comparison; much more solid-feeling than the 1000.
These seemed commoner than Corollas back in the day, probably in part because Toyota stubbornly refused to offer the four door here until the third generation Corolla while Nissan offered four doors from the start.
And yes, those pickups….
NZ had a local hot little Datsun, Corollas didnt feature a quick version here.
Hi Pete,
I had forgotten about this comment. Glad you cleared up that tidbit about the 1000 being available in sedan form in Australia. It sounded odd, but figures I shouldn’t trust Wiki. I updated the text to correct that detail.
Found the pic…
You never cease to amaze me with your collection of models. A Sunny pickup? So cool to see it, and looks… gosh so authentic.
I have some memories to tell about a ride in one of these. One of these days…
Datsun 1000 solde very few here the Datsun 1200 as it was sold here was a very good little car that had a local performance variant, Datsun sent complete engines to tuner Sennis Marwood of worlds fastest Humber 80 fame to be breathed on then shipped back for assembly into a SSS model that did very well in rally events and you got a warranty. Very few of any flavour Datsun 1200 survive between rust and boy racers, they gradually evaporated an original SSS is a sought after car a rare NZ only thing Like Fiat 125Ts and other cars that only appeared locally.
I owned a 72 Datsun 1200 from 1975 to 1977. Loved the car. My previous 510 felt clumsy and unresponsive in comparison. The 1200 was throwable and the engine was peppy. I drove it on Ontario’s 401 freeway at 70 mph every two weeks from Toronto to Brockville (about 4 hours) and never had a problem. Unfortunately the body started rusting out by 1976 and I let it go the next year. The Toyo bias ply tires were shit and I replaced them with Dunlop radials. The car had wind wings which I loved (and I still miss them!). Today I drive its modern equivalent, a Hyundai Grand i10 with an 82 hp 1200 engine.