A determined visionary

Yutaka Katayama thrived on challenging the status quo and daring to do things differently at every moment of his career. Whether proving the durability of the Datsun 210 sedan with a win in the 1958 Mobilgas Trail rally in Australia, or making the dream of owning an affordable sports car a reality with the Z – "Mr. K" was no stranger to pushing the odds in pursuit of what's possible.

Born in September 1909 – in Japan in what's now Hamamatsu, Shizuoka Prefecture – Mr. K joined the company in 1935 and was assigned to the Administration Department, first handling publicity and then advertising.

He made one of the first color films of a Datsun on Japanese roads and later filmed motor sport races across the globe, raising the bar for decades of visual storytelling ahead.

With a love of cars and a flare for promotion, he built the Datsun brand, Nissan's initial brand name in the U.S., from scratch.

He had first visited the U.S. as an assistant on a high-speed vessel carrying raw silk in 1927 while a student at Keio University.

In his storied career, he was team manager as two Datsun 210s were entered in a grueling rally circumnavigating the Australian continent. The subsequent victory instantly catapulted the brand into worldwide renown and set the stage for Datsun exports.

Notably, he put together the key concepts for the original 240Z, contributing significantly to the birth of an exceptional sports car still revered by driving enthusiasts.

Retiring in 1977, he was later inducted into the American Automotive Hall of Fame in 1998 for ushering in a generation of vehicles that redefined the American car market. He was also inducted into the Japan Automotive Hall of Fame for pioneering deeds on both sides of the Pacific.

Among other key achievements, Katayama promoted the first All-Japan Motor Show in 1954, as well as laid the foundations for Nissan North America.

Nissan Legend Yutaka Katayama died at the age of 105 in 2015.

Read more about Katayama's story, his thoughts on taking on industry norms and how his ingenuity helped shape Nissan today on Nissan-Global.com.

In 2014, Katayama granted a rare three-part interview with the Nissan Global Media Center in which he reflects on nearly 80 years in the car business. Click the YouTube "CC" button for English subtitles.

Join in celebrating our 90th anniversary by following our Daring 23 YouTube playlist where we explore daring moments from our past and present that point to the bright road ahead.

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