Let’s address the elephant in the room, shall we? The Nissan Titan is an old truck. Introduced for the 2004 model year, the Titan is basically the same now as it was then. Predictably, then, in most of the ways that count, the Titan falls short of its full-size pickup competitors, which means it appeals to three different kinds of truck buyers:
- Die-hard fans of the Nissan brand
- People looking for a deal they cannot refuse
- First-time buyers who care too much about styling
As evidenced by the accompanying photos, the Titan is a good-looking truck. And right now, in my area of the country, you can buy a Titan at invoice and pocket $2,500 in rebates and incentives, or shave a $500 rebate off the invoice price and finance the truck for 60 months with a zero-interest loan. Get a base Titan King Cab S, and you’re talking about a monthly payment of about $455 plus tax, without opening your wallet.
Still, the number of interested parties is, comparatively speaking, a small one. Last year, Nissan sold as many Titans in 365 days as Ford sold F-Series trucks in 12 days. As a good friend of mine might say, Holy Shnikes!
Nissan isn’t giving up, though. A redesigned Titan is in the works, arriving for the 2015 or 2016 model year, and the company has already confirmed that the new truck will offer an optional Cummins turbo-diesel engine. In the meantime, the old Titan soldiers on for at least one more model year, sure to provide value as dealers deeply discount in order to help keep the truck’s Mississippi factory limping along.