Report: Nissan to Let Titan Die on the Vine

Matthew Guy
by Matthew Guy
report nissan to let titan die on the vine

It’s tough to break into an established market where brand loyalty reigns supreme and old habits die hard. Nowhere is that more evident than with full-sized pickup trucks in America, a segment in which the Detroit Three have a stranglehold on sales. Only two other brands of late have dared try to muscle their way into the arena; in the not-too-distant future, there may be only half that number.

According to a report from Automotive News, Nissan is ready to let its Titan pickup truck wither until the end of its current lifecycle. “There’s no plan engineering’s working on for replacing it, updating it,” a source for the industry insiders have apparently told AN. The only decision left to make, allegedly, is whether the truck makes it to the 2024 or 2025 model year.

Put succinctly by the source: “It’s dead.”

This is sad news, and not just because it means one less competitor in the marketplace. Nissan and their Titan always represented a quirky, off-beat choice for the segment – particularly when they offered the rig in ‘regular’ and ‘almost-but-not-quite’ three-quarter ton XD variants. Production of the second-gen Titan kicked off in November 2015, replacing a truck which had been on the market for well over a decade and had actually started development waaay back when we were all still worried about the Y2K bug. Your author will posit it was a decently attractive truck, though XD models had a too-long schnoz. It didn’t help that Ram, Ford, and GM always seemed to offer more toys like massaging seats and innovation such as the Blue Oval’s 7.2 kW in-bed generator on PowerBoost-equipped trucks.

Bent on taking the Detroit Three to task, Nissan offered the Titan in a myriad of body configurations – regular cab, extended cab, crew cab – and box lengths, not to mention a Cummins diesel option in the XD. These were surely not cheap decisions. A refresh in 2020 brought a tweaked nose and improved interior along with a better transmission and up-to-date driving tech. Sales did not get better.

North of the border, Canadian shoppers saw the Titan vanish from Nissan showrooms after the 2021 model year. This was much to the chagrin of some dealers who invested heavily in shop tools and equipment for these rigs, not to mention the training and marketing presence they had built over the years since the second-gen Titan appeared. One dealer in this author’s area now has a surplus building on his land, empty save for the now useless ‘Nissan Commercial’ signs hanging on the place. It should be noted the Titan comprised a significant chunk of his store’s volume.

If the talking heads are correct, this move may permit Nissan to free up production facilities and R&D for other models. There is an argument to be made the company may be better served plowing resources into other projects, doing the best job they can with those machines instead of spreading itself too thin by attempting to play in markets where it is failing to get much traction. In calendar year 2021 – a strange annum for all manufacturers, to be sure – Nissan managed to sell 27,406 Titan trucks. Ford, for its part, shifted a total of 726,004 F-Series pickups.

We’ll leave the last word with an anonymous dealer who provided the following quote to AN: “I would hope Nissan would spend extra money on R&D on the Frontier,” he said. “If we’re walking away from the full-size segment, then we must be extremely good at the midsize truck.”

[Images: Nissan]

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  • Lou65688186 Lou65688186 on Jul 31, 2022

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  • Wjtinfwb Wjtinfwb on Aug 27, 2022

    Nissan has no one to blame but themselves for the collapse of the Titan. THe 1st gen Titan, while a bit smaller than the domestics, offered unique styling, strong powertrain options and that slightly tidier size while giving up little in capacity. The 2nd Generation was a blatant ripoff of the F-150, the problem being they chose the 2013 F-150 to clone. The new Titan launched and was already old in year one. Add in the disastrous Titan/Titan HD models that were identical (and not really HD) and the Cummins 5.0L diesel that was a good idea but provided zero real world benefits, was unreliable and nowhere as powerful as the Diesel's from the domestics. A very average product in a segment the domestics take very seriously and make substantial improvements to every year. Nissan certainly cannot blame the market, every truck built in the past two years immediately found an owner. Nissan needs a top to bottom overhaul in product planning and marketing if they expect to return to their former glory.

  • Laura I just buy a Hyndai Elantra SEL, and My car started to have issues with the AC dont work the air sometimes is really hot and later cold and also I heard a noice in the engine so I went to the dealer for the first service and explain what was hapenning to the AC they told me that the car was getting hot because the vent is not working I didnt know that the car was getting hot because it doesnt show nothing no sign no beep nothing I was surprise and also I notice that it needed engine oil, I think that something is wrong with this car because is a model 23 and I just got it on April only 5 months use. is this normal ? Also my daughter bought the same model and she went for a trip and the car also got hot and it didnt show up in the system she called them and they said to take the car to the dealer for a check up I think that if the cars are new they shouldnt be having this problems.
  • JamesGarfield What charging network does the Polestar use?
  • JamesGarfield Re: Getting away from union plantsAbout a dozen years or so ago, Caterpillar built a huge new engine plant, just down the road here in Seguin TX. Story has it, Caterpillar came to Seguin City council in advance, and told them their plans. Then they asked for no advanced publicity from Seguin, until announcement day. This new plant was gonna be a non-union replacement for a couple of union plants in IL and SC, and Cat didn't want to stir up union problems until the plan was set. They told Seguin, If you about blab this in advance, we'll walk. Well, Seguin kept quiet as instructed, and the plan went through, with all the usual expected tax abatements given.Plant construction began, but the Caterpillar name was conspicuously absent from anywhere on the site. Instead, the plant was described as being a collective of various contractors and suppliers for Caterpillar. Which in fact, it was. Then comes the day, with the big new plant fully operationa!, that Caterpillar comes in and announces, Hey, Yeah it's our plant, and the Caterpillar name boldly goes up on the front. All you contractor folks, welcome aboard, you're now Caterpillar employees. Then, Cat turns and announces they are closing those two union plants immediately, and will be transporting all the heavy manufacturing equipment to Seguin. None of the union workers, just the equipment. And today, the Caterpillar plant sits out there, humming away happily, making engines for the industry and good paying jobs for us. I'd call that a winner.
  • Stuki Moi What Subaru taketh away in costs, dealers will no doubt add right back in adjustments.... Fat chance Subaru will offer a sufficient supply of them.
  • Dartdude Lorenzo, the reason for low manual transmission here is that most dealers won't stock them. I wanted a 2012 Kia Koup with manual tranny it was available, but no dealers ordered any from the factory hence there was none available. Go on any car manufacture's web site and price and build and build your model and you would be lucky if the model existed and was available.