Nissan made a number of efforts on the U.S. phase. The Titan, launched on the 2003 Detroit auto present, went on sale later that 12 months, with pricing $2,600 to $4,200 under comparable Detroit 3 vehicles. Nissan hoped to finally promote 100,000 a 12 months within the U.S. however gross sales peaked at 86,945 in 2005.
After some years of uncertainty concerning the product, difficult by the 2008-2009 financial disaster and a shift at the moment to fuel-efficient autos, Nissan’s then-CEO Carlos Ghosn authorized a plan to present it a second attempt to to go large this time.
Company executives mentioned that this time, Nissan would cowl a fuller spectrum of full-size trim ranges. The automaker additionally skilled its retailers within the distinctive arts of promoting, promoting and servicing full-size pickups like their Detroit 3 rivals.
Nissan reentered the market with a remake in late 2015, promoting a richly appointed Titan XD model that got here with a Cummins V-8 diesel engine, retailing for $36,485 together with delivery.
But the efforts nonetheless fell quick.
Last 12 months, U.S. Titan gross sales fell to 27,406, down practically half from 2017. In the primary quarter of this 12 months, gross sales tallied 6,415, accounting for simply 1.4 p.c of the phase.
“Conquesting a brand-loyal Ford customer to come to a Nissan Titan has proven to be extremely difficult,” in line with a Nissan vendor who requested to not be recognized. “Because of their volume, the Detroit 3 have the budget to freshen and bring out new pickup product and technologies a lot faster than Nissan.”
Unlike the Detroit 3, which has zeroed in on pickups and crossovers, Nissan continues to additionally wager on advertising sedans.
“Nissan cannot be everything to everybody,” the vendor mentioned.