Friday, May 20 1921: Former Nissan Chairman Yutaka Kume was born.

1921 (Taisho 10) Friday, May 20 Former Nissan Chairman Yutaka Kume was born in Tokyo. After graduating from Tokyo Prefectural Sixth Junior High School (Current Metropolitan Shinjuku High School), he enrolled in the Department of Aeronautical Engines, Faculty of Engineering, Tokyo Imperial University, where he was involved in the manufacture and repair of military aircraft during World War II. After the war, he joined Nissan Motor Company in 1946 (Showa 21). After that, he served as General Manager of Engineering Department of Zama Plant and General Manager of Yoshiwara Plant.

Kume became the president of Nissan Motors in 1985 (Showa 60). He led Nissan’s golden age in the bubble economy. In addition to “CIMA phenomenon” which sold 36400 in the first year, hit cars such as Sylvia were launched repeatedly. In particular, the “Sima” which surpassed the Cedric, Nissan’s leading luxury car until now, became a huge hit, selling 36400 vehicles in the first year despite its price range of more than 5 million yen, and became a social phenomenon called the “Siema phenomenon”. It is said that he overturned the conventional wisdom that cars of the highest class should sit in the back seat, and changed his thinking to make driving easier by holding the steering wheel.

In addition, the fifth Sylvia (S 13) is a sports coupe with simple, beautiful, soft curves and free proportions that eliminates pointless and contrived designs. The styling that everyone feels is beautiful became a big hit with young people in their 20s. Cefiero, which opened up a customer base of 30 years old and over with the same latest design, broke the common sense of the saloon car for adults with luxurious decorations, which was a standard at that time, and its originality became popular along with TV commercials by Inoue Yousui, the keyword of “eat, sleep, play”. In addition, the nostalgic and innovative Be -1 was produced in a limited quantity of 10,000 units to stimulate consumer interest.

Kume became Chairman of Nissan Motors in 1992 (Heisei 4) and was also appointed Vice Chairman of Keidanren. 2014 (Heisei 26) Died September 10 in Yokohama from stomach cancer at the age of 93.