Report: Nissan Aiming for Five Percent of Fullsize Truck Market with Titan
New Truck’s Introduction Coinciding with Low Fuel Prices
Over the last few years, the outgoing Nissan Titan was barely a blip on the fullsize truck sales radar, often selling little more than 1,000 units per month. Nissan has far higher ambitions for its all-new Titan and Titan XD pickups. At the 2016 Detroit Auto Show, Nissan North America Chairman Jose Munoz said the company was aiming for five percent of the more than 2-million-unit fullsize-truck sales, roughly 100,000 units a year. The Titan sold only 12,140 units for all of 2015, less than the number of F-Series trucks Ford sells in a typical week.
With a class-exclusive diesel V-8 option and a soon to be vastly expanded model line offering three engines and multiple cab and bed configurations, Nissan’s goal should not be too hard to achieve. The Toyota Tundra sold 118,880 units in 2015. The Tundra received a freshening in 2014. The current-generation Tundra first debuted in 2006 as a 2007 model.
Nissan’s timing for the introduction of the new Titan XD was fortuitous, with fuel and oil prices near decade lows and American’s appetite for trucks and SUVs higher than ever. The Titan may soon be joined by a redesigned Frontier based on the global NP300 Navara, based on recent spyshots.