The 610 series was launched in Japan in August 1971 and was badged as the Datsun Bluebird-U. The meaning behind the U suffix is "User Oriented", to signify the higher comfort levels than 510 predecessor could muster. A domestic advertising campaign used the catch-line "Bluebird U – Up You!", and was short-lived due to the innuendo. The 610 was one of the first Nissan products to adopt a popular styling appearance, called "coke bottle" which appeared internationally during the 1960s and 1970s, an appearance shared with the larger Nissan Cedric, as both vehicles were available at Japanese Nissan dealerships called "Nissan Bluebird Store". The SSS hardtop coupe was the first Nissan to adopt the new bodystyle, and subsequent Nissan products soon offered the appearance in both 2- and 4-door versions for several decades.