Nissan Annual Report 200422
At the center of everything we do stands the Nissan automobile. Our vehicles are the most
tangible expression of our brand and the values of our company. We make cars that both inspire
passion and exceed the expectations of our customers. Through bold and thoughtful designs,
innovative technologies, and a richer and more rewarding driving experience, we are defining 
our unique place in the auto industry.
Our product development philosophy differs from that which many of our competitors follow.
Rather than focus on what the competition is providing, we concentrate on what they do not. 
We listen to drivers to discover their unmet needs and desires, and follow the most promising
threads of emerging trends. Our designs are bold, geared to electrify and inspire. We see little
point in building vehicles that please everyone but excite no one. 
The appeal of a Nissan goes much deeper than the fine lines of its body and the gleam of 
its paint. We make some of the world’s most advanced high-performance engines and
transmissions. From our renowned VQ engine series to the latest in high technology,
continuously variable transmissions (CVT), we blend driving pleasure with safety, fuel efficiency,
and real-world environmental solutions.
Nissan has a long history of leadership and innovation in the automotive industry. We began
our quest to create the best cars in the world in 1933, when the company was founded in
Yokohama. The first Datsun passenger car rolled off the assembly line two years later. In the
years since, we have fashioned a reputation for bold and innovative products. We were the first
company to design, manufacture and export a small pickup truck from Japan to the United
States, and to build and export a sports sedan, the Datsun 510. And we were the first to
produce a true sports car that was also affordable, the Z. Today, we build equally exceptional
vehicles in factories throughout the world that consistently rank in the top tier for efficiency,
productivity and quality. 
In the future, we will take the Nissan brand into new segments and markets. We will
accelerate the pace of automotive evolution. And our products will continue to define our brand
with clarity and consistency that brings lasting value to all our stakeholders.
AUTOMOBILES
Nissan
WHO WE ARE
Exceeding expectations
—the Nissan automobile