Skip to main content
Sister Publication Links
  • Automotive News
  • Automotive News Europe
  • Automotive News China
  • Automobilwoche
Subscribe
  • Subscribe
  • login
  • HOME
  • News
    • News by Brand
    • Auto Shows
    • Canadians Abroad
    • Photo Galleries
    • Automakers
    • Suppliers
    • Retail
    • Dealer Best Practices
    • Government Relations
    • Trade and Tariffs
    • Technology
    • Labour
    • Aston Martin
    • BMW
      • Mini
      • Rolls Royce
    • Daimler
      • Mercedes Benz
      • Smart
    • Ferrari
    • Ford
      • Lincoln
    • General Motors
      • Buick
      • Cadillac
      • Chevrolet
      • GMC
    • Honda
      • Acura
    • Hyundai
      • Kia
    • Mazda
    • Mitsubishi
    • Nissan
      • Infiniti
    • Stellantis
      • Alfa Romeo
      • Chrysler
      • Dodge
      • Fiat Chrysler
      • Jeep
      • Fiat
      • Lancia
      • Maserati
      • Ram
    • Subaru
    • Tata
      • Jaguar
      • Land Rover
    • Tesla
    • Toyota
      • Lexus
    • Volkswagen
      • Audi
      • Bentley
      • Bugatti
      • Lamborghini
      • Porsche
    • Volvo
    • VinFast
    • Toronto Auto Show
  • Opinion
    • Blogs
  • Video
  • Podcasts
  • EVENTS & AWARDS
    • 2021 Auto News Canada All Stars
    • 2021 Canadians To Watch
    • Best Dealerships To Work For
    • Canada Congress
    • Retail Forum: Dealer Discussions
    • Leading Women Roundtables
    • Embracing Diversity Roundtable
  • Jobs & Classifieds
  • +MORE
    • IN THE DRIVER'S SEAT
    • NEWSLETTERS
    • SUBSCRIBE
    • CLASSIFIEDS
    • PEOPLE ON THE MOVE
    • COMPANIES ON THE MOVE
    • WEBINARS
    • ADVERTISE WITH US
    • CONTACT US
    • DIGITAL EDITION
    • PUBLISHING PARTNERS
MENU
Breadcrumb
  1. Home
  2. Blogs
August 25, 2020 07:18 AM

Nissan's Titan could have been a contender — and still could be

Richard Truett
Richard Truett is Technology and Engineering reporter for Automotive News.
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print
    2020-Nissan-TITAN-XD_Platinum-Reserve-source.jpg
    NISSAN

    2020 Nissan Titan XD

    It was always going to be an uphill slog for the Nissan Titan.

    Though Nissan's first full-size pickup was never going to challenge the mighty Ford F-150 or put up six-figure sales numbers like the other competitive trucks from Ram, Chevrolet and GMC, the Titan could have created a sustainable niche for itself had it been anything more than just an average vehicle.

    Average won't work in the brutally competitive full-size pickup market.

    A truck needs to stand out in some compelling way. But the Titan never claimed best in class in any of the metrics that truck buyers really care about — towing, hauling, stopping, fuel economy, luxury features, etc.

    If you look at the F-150, Ram 1500 and Chevy Silverado and GMC Sierra 1500, each has some unique feature or capability that can't be had on other trucks.

    Arguably, nobody makes a classier interior than Ram. You want to haul something massively heavy, an F-150 is just the tool for the job. The industry's quietest, most fuel-efficient diesel engines live under the hoods of the Silverado and Sierra.

    What's the reason to choose a Titan over any of these competitors? The Titan checks the boxes to be present in the segment, but nothing more.

    And that's what doomed it.

    Now with the big truck being pulled from the Canadian market, the Titan's days on the production line may be limited. With even fewer sales to justify the Titan's existence, Nissan seems unlikely to make the huge investment needed in a next generation for it to be truly competitive.

    But if there is a next-gen Titan, it must have at least one of these:

    • The strongest frame under a truck that money can buy. That enables all sorts of things, such as leadership in towing and hauling (with an appropriate powertrain) and a more precisely tuned suspension system that improves handling and delivers a quieter, more refined ride. The current Titan needs all of this.
    • An exquisitely designed interior — even on base models — that eschews large swaths of cheap-feeling plastic and makes buyers feel special. And that interior must be equipped with a full slate of easy-to-use electronic features.
    • A choice of powertrains, from a beefy six-cylinder turbo — for those who want fuel economy and the ability to have a neck-snapping jolt of acceleration when they press the accelerator — to a V-8 with at least 450 hp and 500 pound-feet of torque.
    • Really compelling styling. And this may be the toughest challenge of all. I have no doubt Nissan can build a technically advanced truck that is powerful and refined enough to compete with domestic makes, but the Titan's styling always has been nondescript, cribbing a little from Ford here and there but never standing out as a beautiful truck that a real enthusiast would be proud to own and show off.

    Ram, with its luxurious interior and coil spring rear suspension, outsold the Chevrolet Silverado for the first time last year and is proof that at least some fiercely loyal truck buyers will change brands.

    RECOMMENDED FOR YOU
    Do automakers prioritize U.S. inventory over Canadian stock?
    Recommended for You
    Do automakers prioritize U.S. inventory over Canadian stock?
    Do automakers prioritize U.S. inventory over Canadian stock?
    BrightDrop.jpg
    Big questions remain when it comes to GM's $1-billion CAMI plant
    Bosch_information_domain_computer web.jpg
    Bosch, Continental battle to supply the brain of the connected car
    Greta Cutulenco and David Linton
    Sponsored Content: Industry 4.0 brings unique challenges and opportunities to manufacturers
    Digital Edition
    May 2022 Cover
    View latest issue
    See our archive
    Sign up for free newsletters
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Get Free Newsletters

    Sign up today for our Weekly Newsletter, Daily Newsletter and Breaking News Alerts. We'll deliver the news you need to know straight to your inbox.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Subscribe Now

    An Automotive News Canada subscription includes 12 monthly issues – delivered in print to your doorstep, and digitally to your inbox – plus unlimited, 24/7 access to our website.

    Subscribe Now
    Connect With Us
    • Facebook
    • Twitter
    • Instagram

    Our Mission

    The Automotive News Canada mission is to be the primary source of industry news, data and understanding for the industry's decision-makers interested in Canada.

    Contact Us

    1155 Gratiot Ave
    Detroit MI 48207

    1-877-812-1257

    Email Us

    ISSN 2475-5001 (print)
    ISSN 2475-501X (online)

    Resources
    • About us
    • Contact Us
    • Digital Edition Archive
    • Advertise with Us
    • Reprints
    • Ad Choices Ad Choices
    • Sitemap
    Legal
    • Terms and Conditions
    • Privacy Policy
    • Privacy Request
    Automotive News Canada
    Copyright © 1996-2022. Crain Communications, Inc. All Rights Reserved.
    • HOME
    • News
      • News by Brand
        • Aston Martin
        • BMW
          • Mini
          • Rolls Royce
        • Daimler
          • Mercedes Benz
          • Smart
        • Ferrari
        • Ford
          • Lincoln
        • General Motors
          • Buick
          • Cadillac
          • Chevrolet
          • GMC
        • Honda
          • Acura
        • Hyundai
          • Kia
        • Mazda
        • Mitsubishi
        • Nissan
          • Infiniti
        • Stellantis
          • Alfa Romeo
          • Chrysler
          • Dodge
          • Fiat Chrysler
          • Jeep
          • Fiat
          • Lancia
          • Maserati
          • Ram
        • Subaru
        • Tata
          • Jaguar
          • Land Rover
        • Tesla
        • Toyota
          • Lexus
        • Volkswagen
          • Audi
          • Bentley
          • Bugatti
          • Lamborghini
          • Porsche
        • Volvo
        • VinFast
      • Auto Shows
        • Toronto Auto Show
      • Canadians Abroad
      • Photo Galleries
      • Automakers
      • Suppliers
      • Retail
      • Dealer Best Practices
      • Government Relations
      • Trade and Tariffs
      • Technology
      • Labour
    • Opinion
      • Blogs
    • Video
    • Podcasts
    • EVENTS & AWARDS
      • 2021 Auto News Canada All Stars
      • 2021 Canadians To Watch
      • Best Dealerships To Work For
      • Canada Congress
      • Retail Forum: Dealer Discussions
      • Leading Women Roundtables
      • Embracing Diversity Roundtable
    • Jobs & Classifieds
    • +MORE
      • IN THE DRIVER'S SEAT
      • NEWSLETTERS
      • SUBSCRIBE
      • CLASSIFIEDS
      • PEOPLE ON THE MOVE
      • COMPANIES ON THE MOVE
      • WEBINARS
      • ADVERTISE WITH US
      • CONTACT US
      • DIGITAL EDITION
      • PUBLISHING PARTNERS