Driving Through History: Nissan’s Journey in the Philippines
As the country celebrates History Month in August, Nissan Philippines looks back at its decades-long journey with Filipino motorists. From its early presence under the Datsun name to the innovative models seen on today’s roads, Nissan has long been part of the evolving Filipino driving experience.
Beginnings in the 1960s
Nissan entered the Philippines in the 1960s, with its first vehicles officially being sold under the Datsun brand. Vehicles like the Datsun 180B and Cedric 200C helped carve a space for the brand in the competitive passenger car market, while pickups like the Datsun 1600 became well-regarded for blending rugged utility with car-like features.
These early offerings showcased Nissan’s versatility, with a lineup that included both passenger cars and light trucks. This combination allowed the brand to cater to Filipino drivers seeking dependable transportation for everyday needs as well as vehicles capable of handling heavier tasks.
Growth and Local Manufacturing
By the 1980s, Nissan had begun assembling vehicles in the Philippines under government-led programs, enabling it to meet rising local demand while supporting jobs and skills development in the automotive industry.
Throughout the years, Nissan introduced nameplates that became staples of Filipino driving, with models like the Patrol and Frontier becoming trusted for both work and leisure, known for their performance in tough conditions. The Nissan Sentra, in particular, became a go-to sedan during the decade, known for its comfort, ease of use, and everyday reliability.
Dennis Carpio, who once owned a 1988 Nissan Sentra, purchased it from his neighbor and restored it to its original showroom condition. Having previously owned a newer Sentra, he was drawn to the 1988 model for its rarity on today’s roads. “For me, the durability of the vehicle really stands out,” says Dennis. “Despite its age, the engine is still very easy to maintain and the body panels feel very solid.”
A New Millennium for Nissan
The early 2000s ushered in an era of growth and resurgence for Nissan in the Philippines, where the brand launched models that would define the decade, chief among them being the Nissan X-Trail in 2003. As Nissan’s first compact crossover SUV in the Philippines, the X-Trail instantly resonated with Filipino drivers looking for a vehicle that combined versatility, performance, and comfort.
For Nicky Tuason, the owner of a 2006 X-Trail, the vehicle represents a bridge between past and present. He received his X-Trail as a hand-me-down from his grandparents. The X-Trail became their vehicle of choice due to the features and power it had for its size.
With a build inspired by the early 2000s, the car has become a homage to his late grandfather, who kept the vehicle in good condition throughout the years. “It’s the last car from my childhood. It saw me grow up and was always there growing up alongside me,” Nicky says. “And instead of getting a new car, I’d rather make this car be as good as a modern car. For its age, it can still go head-to-head with a modern one.”
The X-Trail quickly became a sales success. Within the first week of its local debut, over 100 units were sold, and by 2004 and 2005, the X-Trail had made up over half of Nissan’s sales in the country.
Establishment of Nissan Philippines, Inc.
In 2013, the establishment of Nissan Philippines, Inc. (NPI) marked a new era of growth and innovation. The brand expanded its lineup to include globally recognized nameplates such as the Terra and notably, the Navara, which became one of Nissan’s most significant milestones. Debuting with a tough yet smart philosophy, the 12th-generation Navara combined rugged durability with advanced technology, providing both aesthetic appeal and functional innovation.
For Den Paulino, the Navara has always been a reliable companion for her and her family. “We chose the Nissan Navara because it stood out in terms of comfort and safety for our kids. The 360-degree camera, six airbags, and intelligent safety features made it an easy choice for our family.”
The Navara’s introduction was also highlighted by its multi-link coil suspension that delivered unmatched comfort and ride quality to the pickup segment, with Den adding that “pickups are known for having bumpy rides but surprisingly, the Navara is very comfortable, almost like driving a sedan. I was intimidated at first because of its size but it’s easy to maneuver and light to steer for a pickup.”
Over the years, the Navara has earned its place as a trusted partner for countless Filipino families, accompanying them through milestones, everyday journeys, and adventures. “It is our family car and it brought us to a lot of milestones, especially the kids. We did a lot of firsts with our Navara. I am proud to own an efficient and reliable vehicle that can take us anywhere, anytime without compromise,” says Den.
The Journey Continues
In recent years, Nissan has continued to break new ground in the Philippines, introducing electrified mobility and delivering innovative vehicles across segments. In 2021, it launched one of the country’s first mass-market EVs with the LEAF, followed in 2022 by the Kicks e-POWER, which delivers an EV driving experience without the need to plug in. Nissan also recently introduced the All-New Patrol, continuing the legacy of its iconic flagship SUV.
“From our earliest nameplates to today’s tech-driven lineup, our history in the Philippines has been one of constant evolution,” says Nissan Philippines President Masao Tsutsumi. “As we celebrate Philippine History Month, we also celebrate the many roads we have traveled together, and the many more still to come.”
Today, Nissan remains focused on enhancing the customer experience through innovation, technology, and a strong network of partners and dealers nationwide. From past icons to future-forward models, Nissan is proud to continue being part of every Filipino’s journey.
