NISSAN SLOGANS OVER THE YEARS

NISSAN SLOGANS TIMELINE

• Datsun, We Are Driven! (1970s-1980s)
• Great Datsuns Make Datsuns Great (Late 1970s-Early 1980s)
• Major Motion from Nissan (1980s)
• Built for the Human Race (Late 1980s-Early 1990s)
• Life’s a Journey. Enjoy the Ride (1996-2001)
• SHIFT_the future (2001-2004)
• SHIFT_the way you move (2008-2012)
• Innovation for All (2010-2012)
• Innovation That Excites (2012-Present)

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DATSUN, WE ARE DRIVEN!

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1970s-1980s

This battle cry emerged when Datsun crashed America’s auto party. The 240Z sports car and 510 sedan knocked European rivals off their pedestals. The “We Are Driven” car slogan captured the hunger of a company that wouldn’t quit, led by Yutaka Katayama, personally delivering cars to California dealers.

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GREAT DATSUNS MAKE DATSUNS GREAT

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Late 1970s-Early 1980s

This circular slogan appeared during the risky $500 million switch from Datsun to Nissan. The phrase reassured nervous customers. Nissan wanted you to know that cars would stay great even with a new name on the hood.

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MAJOR MOTION FROM NISSAN

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1980s

“Major Motion from Nissan” promised thrills through TV ads with thundering soundtracks. The campaign masked a problem as critics found the new cars boring compared to the earlier Datsun classics.

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BUILT FOR THE HUMAN RACE

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Late 1980s-Early 1990s

This slogan put people first, not horsepower. Nissan focused on comfort and ease while opening its Tennessee factory, which built one million American-made cars by 1989.

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LIFE’S A JOURNEY. ENJOY THE RIDE

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1996-2001

Nissan spent $200 million on ads featuring an old Japanese man and his terrier in bizarre scenarios. Instead of cars racing through mountains, they showed dogs behind the wheel. The weirdness was deliberate. Anything to stand out.

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SHIFT_THE FUTURE

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2001-2004

This global campaign declared revolution. Different regions got variants: “Shift passion” in America, “Shift expectations” in Europe. Nissan called it corporate philosophy, not just advertising. This was when Nissan CEO Carlos Ghosn rescued the company from collapse.

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SHIFT_THE WAY YOU MOVE

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2008-2012

The transformation theme continued as Nissan climbed back from near bankruptcy. The expanded SHIFT campaign used Akzidenz-Grotesk typography—the same clean font luxury brands choose when they want to look modern and serious.

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INNOVATION FOR ALL

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2010-2012

This brief phase promised technology for everyone, not just the wealthy. The democratic message supported the electric Leaf as an affordable Tesla alternative.

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INNOVATION THAT EXCITES

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2012-Present

Nissan’s current slogan debuted with Britain’s funky Juke crossover before spreading worldwide. It balances smart technology with emotional appeal, covering everything from self-driving features to the electric Ariya.