Nissan made a number of efforts within the US phase. The Titan, launched on the 2003 Detroit auto present, went on sale later that yr, priced $2,600 to $4,200 beneath comparable Detroit 3 vehicles. Nissan hoped to ultimately promote 100,000 a yr within the US, however gross sales peaked at 86,945 in 2005.
After a couple of years of uncertainty over the product, sophisticated by the 2008-2009 financial disaster and a shift on the time to fuel-efficient autos, then-Nissan CEO Carlos Ghosn authorised a plan to offer it a second alternative and make it huge this time. .
Firm executives mentioned this time, Nissan would cowl a extra full spectrum of full-size trim ranges. The automaker additionally educated its retailers within the distinctive arts of selling, promoting and servicing full-size pickup vehicles like its Detroit 3 opponents.
Nissan re-entered the market with a brand new model in late 2015, promoting a lavishly outfitted Titan XD model that got here with a Cummins V-8 diesel engine, at a retail worth of $36,485, together with transport.
However the efforts nonetheless fell brief.
Final yr, Titan’s U.S. gross sales fell to 27,406, almost half that of 2017. Within the first quarter of this yr, gross sales totaled 6,415, representing simply 1.4% of the phase .
“Conquering a loyal Ford buyer to come back right into a Nissan Titan has confirmed extraordinarily troublesome,” in keeping with a Nissan supplier who requested to not be recognized. “Due to its quantity, the Detroit 3 has the price range to refresh and produce out new merchandise and applied sciences a lot quicker than Nissan.”
In contrast to the Detroit 3, which has targeted on vehicles and crossovers, Nissan continues to wager on sedans as effectively.
“Nissan cannot be the whole lot to everybody,” the supplier mentioned.