Datsun 100A (1971) Tangible love for André

A remarkable story about Datsun dealer Hoevenaars from Berlicum (NB), who was very active in the 70s during the great Japanese invasion. Or rather: witnessed a new chapter in automotive history, the rise of Japanese cars in the Netherlands. We all know it: a reliable dealer is worth its weight in gold. Friendly people, both in sales and maintenance. Here, the human touch, trust, and expertise were paramount. A common human trait is an interest in the past. To relive everything. That was the goal of André Hoevenaars, owner of the Datsun dealership from May 1968 until the takeover in January 1999. And in that story, one model plays a key role: the Datsun 100A.

Datsun 100A and the beginning of the dealership in 1968

When we became a Datsun dealer in May 1968, we started with two models: the Datsun 1000 and the Datsun 1600 (Bluebird 510). Both models had sleek body lines. Later, in 1970, the Datsun 1200 was added, available as a 2- and 4-door, and as a station wagon. All had sleek lines, and we were pleased with the success of these models in sales.

The foundation for the later success of the Datsun 100A was thus laid. The Datsun name already stood for reliability and affordability, precisely what Dutch motorists valued.

Datsun 100A Cherry (E10) introduced in 1971

To be honest, we were surprised when a new model arrived in May 1971: the Datsun 100A, called Cherry (type E10). According to the importer, it was the surprise of the year. Under the motto "Count on Datsun," this car was going to be a success, partly because it wouldn't put a huge strain on the wallets of its new owners.

The Datsun 100A Cherry was technically advanced for its class. Front-wheel drive, independent suspension all around, and a transversely mounted four-cylinder A10 engine of 988 cc. Good for approximately 58 hp (DIN) in the European version and a top speed of around 140 km/h. The Datsun 100A was compact on the outside, yet mature enough for a young family. This made it a striking newcomer to the C-segment in 1971.

Datsun 100A sales success in the Netherlands

To be honest, our initial reaction was: should we sell this model? We had a really hard time getting used to it, a model that was completely different from our first series of cars from Japan. It soon became clear that we'd completely misjudged it. People thought it was a beautiful car and it sold very well right away.

The whole of the Netherlands thought it was a fantastic model. We – and other colleagues – were able to sell so many that waiting times of almost nine months developed. People even settled for a different color than the first car ordered, which was certainly remarkable."

The Datsun 100A quickly became one of the most popular compact Japanese cars in the Netherlands. Reliable, economical, and competitively priced, the Datsun 100A proved that Japanese cars weren't just exotic, but simply better designed. Datsun's reputation was firmly established.

Datsun 100A for 6.650 guilders: the personal story

For the Datsun 100A in the photos, we go back to 1971. Mrs. Van Esch bought a Datsun 100A from my father for 6.650 guilders. A sales pitch was almost unnecessary. Within half an hour, my father was able to prepare the invoice and have her sign it for a car that would become her favorite.

My father was surprised that she was so enthusiastic about the model and decided to buy it so quickly. What makes it so special is that this Datsun 100A with license plate 46-75-SF is now in my possession again. The first Datsun 100A my father sold, which we bought back.

When we meet Mrs. Van Esch, the first topic of conversation is the Datsun 100A. It's still a fond memory for her of her favorite car. She's happy that this Datsun 100A has been preserved and plays a key role in the Hoevenaars family.

It is a great pleasure to see the past on the streets again.

family heirloom and tangible memory

"Since my father passed away two months after this sale, you'll understand that I cherish this Datsun 100A and will keep it for my children and grandchildren. Perhaps they can enjoy it someday. Its value lies not only in the technology, but especially in the family's story."

The reasons for owning a Datsun 100A or other classic car are very diverse. Fortunately. That, just like this story, makes everything special.

Datsun 100A in André's Datsun/Nissan collection

Previously we spent in Auto Motor Klassiek André's collection has already been featured (February 2025, under the title "Datsun/Nissan Collection"). It tells the story of this technician and his series of restored and preserved Japanese cars. He doesn't call himself a collector. He enjoys the cars he owns and sees his collection as a tangible history of his former dealership.

Within that collection, the Datsun 100A holds a special place. Not because it's the most expensive or rare, but because this Datsun 100A symbolizes love for the brand, for its father, and for a time when Datsun conquered the Netherlands.

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(Below are some more pictures.)