He is there in the black-and-white photo, taken when he was 5 years old. He is sitting behind the wheel of a Datsun sedan. It belonged to his father, a Datsun salesman in Japan.
"This was a very important car for the Japanese people," he says. "Datsun showed the Japanese people that we could make a car that people in America and around the world would buy."
In the coming months, Nissan will begin reintroducing the Datsun name in some emerging markets, including Indonesia, Africa, India and Central America. It will be a third global sales channel for Nissan, along with the Nissan and Infiniti brands, allowing the automaker to reach into new markets where consumers are barely able to afford their first cars, offering low-cost vehicles that are not as powerful, luxurious or expensive as even the lowest-priced Nissan-brand cars, such as the Versa and Sentra.
It is a momentous turn of events for many inside Nissan.
In the 1980s, Nissan spent an estimated $500 million -- in 1980s dollars -- to get rid of all traces of the Datsun name. It was a source of contention from Datsun dealers across America for years. The decision was dissected and questioned by business schools and consultants. And after nearly half a decade of Nissan's marketing efforts, many U.S. consumers still had a hard time remembering that the brand was now Nissan, not Datsun.
The motivation was simple. Nissan wanted one corporate name in markets around the globe.
But Datsun remained in the hearts of many.
The name itself was in use in Japan as early as 1911, and debuted as a car for the first time in 1914. Today there is not complete agreement on what the name even meant. Popular legend says it came from the first letters of the three men who provided financial backing to the 1914 car -- Den, Aoyama and Takeuchi.
But Nissan's world design chief, Shiro Nakamura, says the word dat is a Japanese term for "running rabbit." He points to the hood ornament on a nearby 1935 Datsun sedan -- a sprinting rabbit with paws outstretched -- as proof of his history.
"That's a very cute rabbit," Nakamura says of the ornament, cresting the small antique car and its 15-hp engine. "It's no Jaguar."
Despite the fond memories of the old Datsun brand -- most notably the everyman sports car, the Datsun 240Z -- Nissan has no plans to bring the name back to America.
Vincent Cobee, the Frenchman who is heading up the global Datsun rollout now, says the new Datsun product line -- starting with the Go+ -- would simply be impossible to homologate for American highways, or to tailor to American expectations.
"Nobody in India drives 100 miles an hour," Cobee says while showing visitors the new Go+. "We are going into markets where people rarely drive faster than 20 miles per hour."
Still, Shiga wonders about the future opportunities for the renewed Datsun name.
What about a return to America someday, he is asked?
"I'm very interested in that," he admits. "But I don't know about the future. I don't say that there's no opportunity to sell to buyers in other than emerging markets.
"The Datsun name was always very well accepted by Americans."