In the eternal struggle between the two Japanese automotive giants that are Toyota and Nissan, few cases of oneupmanship were as symbolic and as the protracted Battle of the Barges – a five-decade-long war of attrition between the Century and the President. Today, we will see how Nissan lost this momentous battle and left the field, so far without return.
It was always Chicago rules between Toyota and Nissan. I’ll see your Patrol and raise you a Land Cruiser. One yelled out Crown, the other bellowed Cedric in retort. Flocks of Bluebirds were set upon herds of Coronas. It was non-stop. In the luxury car war, Toyota fired the first shot with the 1964 Crown V8, but Nissan were ready and launched the President a year later.
The first President – should be on the ¥1000 note
Nissan’s move had been a deft one. The Crown V8 was wider and fancier, but it was still pretty similar to a common Crown S40. The President 150, on the other hand, was entirely new – the chassis, the 4-litre V8 (the Crown only had a 3-litre), the body and the nameplate were all created specially for the new flagship. Toyota had to scramble and launched the Century in 1967. Score: Nissan 1 – Toyota 0.
The first generation Toyota Century, which lasted almost a third of one
Nissan Presidents could be ordered with a 3-litre 6-cyl. alongside the V8. The Japanese Prime Minister rode in a President, which should have raised constitutionality issues. The Imperial family wisely avoided to partake in the Century vs. President conflict and kept their bespoke Prince Royals going for decades. In 1973, the President 250 arrived. It was essentially just a new body to fit the existing chassis, plus a V8 bumped up to 4.4 litres to keep ahead of Toyota. The score by then was Nissan 2 – Toyota 0.
The President 250 looked ok at first, then went all square-eyed
However, by keeping their model pretty much unchanged year after year and by careful image management, Toyota started to unnerve Nissan. The Century got a 4-litre V8 and a facelift, but essentially remained the same it always was – classy and discreet, gliding effortlessly through the ‘80s. The President, by contrast, got a square-quad facelift in 1983 that really uglified it. By the end of the decade, Toyota had scored a point.
The Nissan Infiniti Q45 (as it was known in Japan) quite visibly was the new President’s sister model
Nissan’s answer was to completely re-engineer the President for the ‘90s. It so happened that the Infiniti programme was getting off the ground at the same time, so Nissan made it easy for themselves: the new President would share the Q45’s platform, with the same all-alloy DOHC 4.5 litre V8 and IRS – a welcome infusion of modernity. The two cars would also share plenty of sheetmetal, which is where the story went awry.
The main difference was the wheelbase, which was 15cm longer in the President, and the many interior refinements one could specify. Styling was naturally another differentiator – the Q45’s infamously grille-less snout would not have been appropriate for a CEO-mobile. The President piled on the bling like its life depended on it – which, in a very real way, it did.
Our feature car’s rear end could not be photographed, so here’s a factory pic of it
Slathered in chrome and filled with gadgets, the new President was shown at the 1989 Tokyo Motor Show, happily coinciding with the start of the Heisei era (i.e. a new emperor on the Chrysanthemum Throne – these things matter for some people here); the first cars actually hitting the streets only in late 1990, after all of the previous generation’s stocks were put in circulation.
So did Nissan score another point in the Battle of the Barges? Well, not really. The Toyota Century did seem more antiquated, but given the super-conservative clientele these exclusive automobiles were aimed at, that was not a bad thing. And try as it might, the new President did look like it was based on a car that mere mortals could purchase at will. Centuries and Presidents were not available for the general public: they were company cars, strictly chauffeur-driven and sold by invitation only. A certain level of bespoke-ness was to be expected, and it seems the Nissan was a bit short on that.
The Century had started to stretch, too. The Toyota flagship was now available with two choices of extended wheelbase. Nissan had to follow suit and created the slightly oxymoronic President Royal. They even tried peddling it to the Imperial palace, who (politely) replied that they were still good with their 1967 Prince limos.
Not that interior space and appointments were anything to criticize for the standard-wheelbase President. Rear seats could be reclined (at least until they had to fit side airbags in there in the mid-‘90s), legroom was more than ample, TV and refrigerated drinks compartment came as standard… Everything the busy government minister could possible want was there. Persian carpets could even be ordered for a reasonable ¥300,000 extra, which our feature car’s owners did not deem essential, much to my chagrin.
One thing the President did that the Century did not was to offer a short-wheelbase “owner-driver” version, the President JS. The car’s size was identical to the Infiniti Q45. In fact, it was a Q45 in all but name and trim. (The “normal” President was the Sovereign.) And there is where the plot was lost.
Nissan cheapened the President’s image too much. It was still exclusive and expensive, impossible to buy and incredibly luxurious, but the JS was a variant too far. In a highly class-conscious society like Japan, driving your own limo was definitely not done. Which is not to say the Nissan did not sell any JSs – they did, but in doing so drove the snootier and most conservative part of their clientele towards Toyota, who delivered the final blow in 1997.
The first all-new Century in 30 years landed on the Nissan President and crushed it. It was 100% bespoke, down to its 5-litre V12. There was no way Nissan could answer that. Instantly, the President looked like the older and inferior car it was. Toyota scored 10 points in one go. Game over.
Well, they did have their pride, so they persevered with the nameplate for yet another generation, launched in 2001 and based on the latest Cima. But it was clearly no longer in the same league as the Century. Even the Imperial palace had to concede that the V12 Century would make for an acceptable conveyance – the new President was not even considered.
Besides, by this point in time, Nissan had tied the knot with Renault – an unacceptably foreign influence was being brought to bear on the perennial number two Japanese automaker. They could justifiably still call their flagship “President,” but “Sovereign” no longer (though they still used that trim name, of course).
The Battle of the Barges mirrors the story of the two marques that fought it. Toyota were a bit complacent at the beginning, though they replied in kind to the upstart Nissan’s challenges. Nissan tried hard and scored early, only to fumble badly in the second half and ultimately withdraw from the battlefield, chastised by an opponent whose means were impossible to match.
Related posts:
Car Show Outtake: 1985 Nissan President Sovereign V8 – Resting On Its Laurels, by Johannes Dutch
Curbside Outtake: 1997-99 Cadillac Deville, 2001-10 Nissan President, and 2001-10 Daihatsu Copen – The Three (White) Musketeers, by Jim Brophy
Wholeheartedly agree with your assessment. I can remember in the 80’s when the 2nd Gen H250 President was a common sight in both government and corporate fleets here in Tokyo – my guess is it was twice as popular as the Century. But Toyota stepped up its game and Nissan didn’t – and as you say, it was game over…
Hopefully one one these days I’m going to score a drive in a V12 Century…
Very interesting article and how brand engineering works for some…and not for others. Interesting how Toyota keeps a car like this in production despite JDM only (perhaps a trickle of exports) and low volumes. Cannot be a profitable venture. Toyota could of just given this market over to the Germans.
Did a double take here. Side profile is of a Jag XJ 40?.
Same story in Korea, though less competition as there is one company who owns both brands. The Equus/G90 is not a practical corporate endeavor either, but an ultra lux national pride mobile must exist. Cadillac makes a comparable car, but only for the president.
Was Pininfarina involved in the design of the President H150? I see a little of Pininfarina’s Cadillac Jacqueline concept in the President.
Undoubtedly to some extent or another. They had a design contract with Nissan at this time, and the results are on full display.
In 1973, the President 250 arrived. It was essentially just a new body to fit the existing chassis,
I don’t see “a new body”. Neither does Wikipedia, FWIW. It was the same body facelifted a bit, mainly on the front and rear. But all the key body elements are the same.
Speaking of bodies, do you know if the H150/H250 was unibody or BOF?
The H150/250 was BOF, just like the Century.
You’re right of course about the 250 being a rehash of the 150 (same doors, roof, wheelbase and probably bulkhead). But Nissan still had to re-homologate the car with Japanese authorities because it grew in length (+20cm) and went over the 170cm width limit, probably due to the bumpers. So Nissan claim it as a “new model / 2nd generation”, which is stretching things a bit.
Although the H150 President is a very fine looking sedan (with obvious Pininfarina involvement) it lacks the gravitas of the Century. The Century’s slab sides, influenced by the Continental, as well as its somewhat unusual upturned grille and unique headlights, all give it a decidedly more exclusive and distinctive image. Meanwhile the President looked way too much like a big Bluebird or Cedric.
This important distinction was undoubtedly the key reason why the Century went on to become the dominant prestige-mobile.
I don’t think the President H250 scored a win over the Century. The Century simply exuded greater exclusivity from day one, and the President could never topple its standing at the top, regardless of a bigger engine or a bit of a facelift.
That was clearly the impression I got from my trip to Japan in 1981.
Picture attached:
“This important distinction was undoubtedly the key reason why the Century went on to become the dominant prestige-mobile”
I agree the styling advantage played a role, but Toyota also wasn’t dumb enough to show up with a cheaper six cylinder model. That right there created a hierarchy within the President’s own lineup that contradicted the image of “ultimate status symbol”. Some Presidents are more desirable than others; a Century is the Ultimate, full stop.
With the slope on the front end and the smooth sides, the Century looks faintly reminiscent of the old shovel-nose Corona, blown up about 80%. A thin strip of chrome along the upper body ‘shoulder line’ would make the resemblance clearer.
Not that there’s anything wrong with that.
I would not elect this President to my personal Automotive Hall of Fame. The previous Presidents, yes… most definitely.
As an outsider, what fascinates me about these Japanese barges is that they were so proudly stodgy, so befitting of their target audience, and such a unique feature of the Japanese auto market. With this generation of President, that uniqueness was lost to me, and, it appears, to its home-market crowd.
The life of a used President (or Century) in Japan must be interesting. I presume that a 20-year-old car like this would not still be chauffeur-driven, but I wonder at what point in their lives that tends to occur?
Toyota beat Nissan by being persistent and consistent. Same thing happened between 4Runner and Pathfinder.
My first reaction was that the front is rip off of (1986) Jaguar XJ40.
The interior looks no more special than a Ford Scorpio, and the “wood” is unconvincing to say the least
Echo the comments about the first Century though.
So, you’re saying that the arrival of an Infinitally-facelifted, crass, and fundamentally dishonest President ended in failure? Unaccountably, I feel relief.
Separately, and just as unaccountably, I feel the anxious need to ask if these Presidents came in orange?
“And Bishops in their shovel hats,
were plentiful as Tabby cats –
in point of fact, too many.
Ambassadors cropped up like hay,
Prime Ministers and such as they,
grew like asparagus in May,
and Dukes were three a penny.”
(from The Gondoliers, by G&S).
Not the first time an attempt to cheapen and profit has steered a good ship onto the rocks of non-existence. Nissan must have studied good old Caddy as it turned from the top, and dove.
These have been floating around New Zealand as used JDM imports since the early ’90s. I like the styling inside and out, but personal experience showed the style was at the expense of substance. A friend had a ’92 President JS back in the late-90s, and I was mildly interested in buying it until I rode in it and drove it. The V8 was smooth, sounded great, and was quick. The ride/handling was reasonable – not as luxurious as I’d expected (or wanted), but it was on aftermarket BBS wheels, and certainly felt sporty for a big barge.
The interior was the letdown though! It had loads of features and the optional leather trim, but instead of the fake wood, it had black or grey plastic everywhere which made it feel like a Cedric taxi. The plastic wasn’t particularly high quality either, and there were lots of loose bits and rattles and squeaks. But strangest issue was the non-existent foot-room under the front seats for the rear passengers. Yes the JS was the owner-driver model, but surely they’d take rear seat passengers occasionally, and not being able to fit feet under the front seats seriously compromised the comfort. The entire interior felt compressed actually, and that and the dour trim turned me off the car. It just lacked a luxury feel and I didn’t buy it. But I still love the styling!
Scott, those BBS wheels may not have been aftermarket. CC-in-scale has the ‘shortie’ President JS, and these are the wheels that came with it.