Nissan USA announced on December 16, 2014, that the next Titan, the second Titan, the first all-new Titan since 2003, will be introduced at 2015’s NAIAS in Detroit on January 12, 2015.
Hardly altered since the production truck arrived for the 2004 model year, the Titan is now somewhat embarrassing. Yet while the truck never had the potential to tackle full-size pickup trucks from Ford, General Motors, and Ram – Toyota can’t either – in the same way Nissan’s Altima can outsell their midsize sedans and Nissan’s Versa their subcompacts, initial U.S. volume was respectable.
This chart shows the first-generation Nissan Titan’s market share in America’s full-size truck segment over the first eleven years of its tenure. Without heavy-duty versions, countless engine options, and myriad trim lines, the Titan was at a disadvantage before one even takes into consideration the loyalty engendered by Detroit’s massive truck lines. But when Nissan was grabbing 3% of the full-size truck market as recently as 2007, we would have guessed that they were primed to interpret that as either a reason to give up or a reason to put up a fight. They are putting up a fight, but not until next year, six years after their market share fell below 2%.
Timothy Cain is the founder of GoodCarBadCar.net, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures.