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In 1931, Japanese automaker DAT Motorcar Co. dubbed its new small car the "Datson", a diminutive name befitting its small size. When Nissan took control of DAT in 1934, the name Datson was changed to "Datsun", because "son" also means "loss" in Japanese. By 1986 Nissan phased out the Datsun name in the United States later to relaunch it as its brand for low-cost vehicles targeted at emerging markets. The Datsun name is internationally well known for the 510, Fairlady roadsters, the Fairlady (S30 240Z, 260Z, 280Z) S130 280ZX coupes, and recently, the Go hatchback.