
Nissan’s full-size Titan pickup truck has a problem that Nissan engineers, marketers, and product planners will probably never fix.
That problem? The truck isn’t built by one of the Detroit Three automakers.
Ram, GM, and Ford each have such loyal followings that it seems like the full-size truck market is simply impenetrable. It’s not just Nissan, either – Toyota’s Tundra faces the same challenge.
To its credit, Nissan seems to understand this. Company reps say that they know that conquest sales will be tough, so they’re focused on the over half-million truck buyers (their number) that don’t really harbor any brand loyalty, as well as current Nissan owners who may be looking to move into a full-size truck.
That may just be PR speak – putting a positive spin on things is their job, after all. Then again, perhaps it isn’t. While the Titan doesn’t have the built-in brand loyalty of its Detroit rivals, it’s not a bad truck. It’s not on par with the segment’s best two – Ram’s 1500 and the Ford F-150 – but it’s ready to tangle with Chevy and GMC. On its own merits, it’s plenty competent.
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