Nissan’s Titan looking to pull volume from domestic powerhouses


CHARLEVOIX, QUE. – Nissan executives say it is aiming its all-new and expanded Titan pickup truck lineup squarely at the domestics that have ruled the segment roost for decades.

The 2017 Titan, which Nissan showcased in a media preview this week in the Charlevoix region of Quebec, comes to the market with its widest breadth of engines, cabs and boxes ever.

And since unveiling the all-new redesign language earlier this year that has it looking more North American than ever before and backing it more recently with the best warranty in the business, the Japanese automaker has pinned high hopes on this truck’s broad shoulders.titan1

“Now that the half-ton is here, the anticipation is quite high for significant sales gains,” said Andrew Harkness, senior chief marketing manager of trucks and SUVs at Nissan Canada.

“The Titan will play in about 85 per cent of the market.”

The Titan XD and new TITAN half-ton were developed with core Nissan planning, design, engineering and manufacturing teams contributing from Tennessee, California, Michigan, Arizona and Mississippi. The half-ton is assembled in Canton, Miss., with its V8 engines built in Decherd, Tenn.

titan4Harkness said that while the automaker knows it has miles to travel before it hits the sales volume of the domestic offerings – Ford’s F-Series retailed 118,927 units last year topping General Motors’ Silverado/Sierra’s 100,135 units and Ram’s 91,195 units while Titan sold just 3,226 trucks in 2015 ahead of the full redesign –there is room to grow in the segment.

“Not every truck buyer is a repeat truck buyer meaning there is volume from first-time truck buyers. They have not necessarily established a loyalty to a domestic brand,” he explained.

“We are definitely going to try and capitalize on that – either import buyers looking for pickup trucks or people who just haven’t owned an F-150 before.”

Nissan also said it hopes the addition of the Cummins engine will help pull buyers who are more powertrain loyal instead of nameplate loyal.

“It makes for an easier transition from Ram to Titan because they are Cummins followers,” Harkness said.

Check out the next edition of Canadian AutoWorld for a full report from the Nissan event and where Titan hopes to find buyers in Canada.