The recent news that the Nissan Titan—despite its poor sales performance—will remain a player in the U.S. marketplace for at least another generation or two probably surprised a lot of people. Of course, just discovering that the Titan is still in production might have been more of a surprise.
The company’s full-size pickup barely crested the 2,000-unit mark in September, and that was with the benefit of the continuing sales swing to the truck side of the business, which brought the Titan an 11.2 percent increase in deliveries last month. For comparison’s sake, the rest of the Titan’s segment performed as follows: RAM pickup, 24,255 sales, +45 percent; Ford F-150, 54,410 sales, +14.7 percent; Chevrolet Silverado, 43,698 sales, +35.8 percent; GMC Sierra, 13,904 sales, +25.5 percent; and Toyota Tundra, 6,695 sales, -3.3 percent. Yes, even as Toyota and the Tundra continue their downward spirals, the latter is still outselling the Titan by about 3 to 1.
So why is Nissan dead set on sticking with its full-size pickup for the foreseeable future?