Datsun 240Z

The Datsun 240Z was designed and manufactured by Nissan Motors Ltd. in Japan between Oct. 1969 and Aug. 1973. Specifically aimed at the North American market and designed to compete within the Sports/GT market segment, with a price range between $3,000.00 and $4000.00 USD.

Market Segment Competition in 1970 included: - MGB-GT - Porsche 914 - Triumph GT6 MK3 - Fiat 124 Coupe/Spyder - Opel GT - Triumph TR-6

The Datsun 240-Z was introduced in the US Oct. of 1969 with an MSRP of $3526.00. It was an immediate sales success, with demand far outstripping supply. The combination of beautiful styling, modern engineering, and an extensive Dealer Network could not be matched by the competition. Within a few brief years following the introduction of the Datsun 240Z most of its competition would be out of business.

The Datsun 240Z holds a very significant position in US automobile history because it is broadly credited with changing the perception of Japanese cars in America's buyers minds, from being cheap little economy cars in the 1960's, to that of world class offerings in the 1970's. Thus more broadly opening the market to all Japanese cars that followed.

The Datsun 240-Z shared Nissan's S30 chassis with several Japanese Domestic Market aka JDM models. Accounting for aprox 12% of total production the JDM models were sold in Japan under the Nissan brand name instead of the Datsun brand name used for their export markets. The "Nissan Fairlady Z's" were offered with various engines, trim levels and optional equipment.

Over the years much misinformation related to the design and development of the Datsun 240Z has been captured in books and magazine articles related to the subject, primarily in America and Great Britain. Most common among them is the mistaken conclusion that a German Industrial Designer was responsible for the design of the car. Second most common is the conclusion that the Datsun 240Z was a sales success because it offered a low price.

The correct information related to the design and development of the Datsun 240Z can be found in a book written by the two men most responsible for the origins, development and final design, Yutaka Katayama and Yohiihiko Matsuo. The book published in Japan is titled FAIRLADY Z STORY DATSUN SP/SR & Z -see recommended reading list below. Currently available only in Japanese, the primary chapters by Mr. Katayama and Mr. Matsuo have been translated into English by Brian Long, and were made available to Z Car Enthusiasts in the US at Annual Z Car Conventions.

Mr. Katayama as President of Nissan Motors in U.S.A. wanted a modern Sports/GT for the American market, provided customer and market requirements for a new model to the Product Development Section within Nissan Motors Ltd Japan. Mr. Matsuo as the head of the Sport Car Styling Studio provided the basic styling and evolved it to it's final form with his team members. The styling and design evolved from the first conceptual drawings by Mr. Matsuo as a 4 cylinder roadster into the final form as a 6 cylinder coupe primarily between 1967 and 1969.

The correct information related to the sales success in America can be found by comparing the price of the Datsun 240Z to its competitors in the market segment it was aimed at. In doing so one will find that they all fall within a few hundred dollars of one another. The Datsun Z was not intended to compete directly with the higher priced market segment occupied by such cars as the Jaguar E-Type, Corvette nor Porsche 911's of the time. Although it did capture some sales from that higher priced market segment as well. Principally because of its styling, design and performance capabilities, not because of its price.

In addition to the North American market, the Datsun 240Z was exported in limited numbers to several other countries. Offered in both Left Hand Drive and Right Hand Drive, approximately 1 1/2 percent were exported in Right Hand Drive configuration.

The Datsun 240Z was as successful in road racing and rally competition as it was in sales. Most notably in Sports Car Club of America's C-Production class in the USA and the FIA's East African Safari Rally, both of which had Nissan Motors backing.

Recommended Reading:
1. FAIRLADY Z STORY - Datsun SP/SR&Z, Published by Miki Press ISBN ISBN 89522-244-6
3. DATSUN Z by Brian Long, Veloce Publishing PLC, ISBN 1-901295-02-8
3. Z car - A Legend In Its Own Time, by Ben Millspaugh, ISBN 0-8306-4339-7

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