Big 3 maintain truck supremacy
It should come as no surprise to even the casual observer that the light-truck market still belongs to the Big 3. But how solid is their lead over the Japanese? In 1996, domestic brands controlled 87% of the market. Looking at the numbers for the first half of 2005, domestic market share has dropped to 85%. Compare that with any other market segment, and it's clear that Ford, GM, and Dodge are doing something right (although relatively soft compact-truck sales also have a lot to do with this statistic). How well this holds up in the face of new competition from Toyota's upcoming Tundra remains to be seen, but Nissan's Titan has had minimal impact so far. Considering the strong sales in the "heavy-duty light truck" (3/4- and 1-ton models) segment in the past few years, there's clearly a desire from truck buyers for severe hauling capability, and that's a segment of the market that is free of outside competition. Whether buyers really need that capability is another question altogether, but then again automotive market trends have rarely been about actual needs.
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Reader Comments (Page 1 of 1)
kpogoda 10:25PM (12/18/2005)
Isn't it the BIG TWO now? Or at least that is what the common person on the street is referring to the American car industry now....
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Steve B. 10:25PM (12/18/2005)
Those figures are for pickups only, not "light trucks" in general. Do you have the stats for the light-truck market overall?
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Doogs 10:25PM (12/18/2005)
I'd be willing to bet the "common person" on the street has no idea that Dodge is owned by DaimlerChrysler. They'd probably have trouble naming the "Big 3" pickup trucks, too.
And no, I've never heard it called "Big Two" anywhere but auto enthusiast sites.
And let's be honest, if we're going to talk about who owns what brand and where they are manufactured - then you could make arguments that Volvo and Land Rover are American. Yeah - makes about as much sense as Jeep being German.
Chyrlser - and Dodge and Jeep with it - may be part of a big German automaker, but they are still AMERICAN brands, and the majority of America still thinks of them that way first and foremost.
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Joel A 10:25PM (12/18/2005)
"...but then again automotive market trends have rarely been about actual needs"
Truer words have never been spoken.
Hummers? What? Are most cities now war-zones?
HEMI? Uh, where's the U.S. Autobahn?
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Joel A 10:25PM (12/18/2005)
Personally, I like the competition. Will REALLY force the Big 3 Domestics to watch their backs: Honda, Nissan, and--especially--Toyota have big coffers available to them and the long-view (10-20 years) in business-planning and think. (And, yes, no unions or health-care woes....) Out here on the coasts--without the pressures of "Buy American (or else)" or business ties to vehicle manufacturing, the imports are beginning to make waves: Toyota Tundra are almost as common as the Ford 150s (?) and Nissan Titans are popping up everywhere.
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WDP 10:25PM (12/18/2005)
Until the Japanese offer the almost unlimited combination of options the Americans do, I can't see them making a huge dent. A good example would be needing a basic crew-cab work-truck with a vinyl interior, a big V-8 or diesel and 4wd. I don't think the Japanese have gotten into that mindset yet.
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Strom 10:25PM (12/18/2005)
The Nissan Titan overcomes a lot of the deficiencies that previous "full-size" import trucks had, including issues with power, size, and towing capacity. While they don't have as wide a model range yet, I've heard that Nissan is coming out with a diesel version of the truck. This will expand the Titan's market.
My brother just bought a Titan, and I have to say they're really well put together. It tows ~8k lbs REALLY well, and is very nice inside and out.
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md 10:25PM (12/18/2005)
The trucks are the only vehicles the domestic manufacturers are consistently great at producing. the domestics let the imports take over the car segment because they refused to be innovative, but they do a great job with pickups. They will probably always have the majority of the market for large pickups. Asian manufacturers don't have much experience in the large truck segment at this time and it shows.
IMO the Tundra, though well built, just does not stand up the the others. It will be interesting to see what they come out with for the next one though. the titan is a great truck, but there is limited model variety, which is hurting them.
Toyota and Nissan will continue to build good trucks in the future, the the domestics will always match and exceed in this segment.
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Scott Thomas 10:25PM (12/18/2005)
Does anyone out there realize that Nissan is French/Japanese, and Chrysler/Dodge is Germany?? Most Chrysler products are made either in Canada or Mexico. Nissan??
Let's keep corporate profits here in the US. Buy true American for our future's sake!
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Scott Thomas 10:25PM (12/18/2005)
Does anyone out there realize that Nissan is French/Japanese, and Chrysler/Dodge is Germany?? Most Chrysler products are made either in Canada or Mexico. Nissan??
Let's keep corporate profits here in the US. Buy true American for our future's sake!
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Jeff Gilleran 10:25PM (12/18/2005)
Nissan also has plans for a 3/4 Ton and as mentioned a Diesel model (Getting engines from the excellent Diesel makers Isuzu?) which will be for the "heavy duty" folks.
Once they do, the market sales will shift toward Nissan and Toyota.
The 1/2 Ton market is very common, but the 3/4 Ton and higher groups tend to have seriousness for the people that really work hard, tow hard, and haul hard which the 1/2 ton class just cant pull it off.. (although the towing of the Titan is impressive).
I dont see instant successes, but I do see a gradual drop off of Domestic sales and a balancing act going on with the slices of the pie of sales for Nissan and Toyota both in the fullsize lineup.
People are already happy about the Titan, and there has been alot of talk about when the 3/4 ton version will be coming.
Since the Titan already uses Dana Axles, it would be easy to move to a Larger Full Floating Axle arrangement that the Big 3 have used for years.
So it would be a cakewalk to send out a 3/4 ton.
Nissan also has one hell of a strong frame.
They wouldnt even need to alter it at all to meet 3/4 ton specs.
In some ways, I dont know why Nissan didnt make a 3/4 ton out of the gate, but I suppose they wanted to see how well the public would like an "Import" based Fullsize over the usual domestic flair.
Sales are still doing quite well for the Titan, so Im guessing its a resounding, "yes".
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Steve B. 10:25PM (12/18/2005)
Jeff Gilleran:
Isuzu diesel in a Nissan. I doubt it. GM split the profitable D-Max diesel engine division away from Isuzu and uses it as their own diesel division, hence a Duramax diesel in every large diesel GM pickup. They are not about to allow a competitor to gain access to that.
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Jeff Gilleran 10:25PM (12/18/2005)
I agree with that.
Isuzu is going to be ending a long term contract with GM here in about a year, so Im not holding my breath about any longterm "contract" that GM signed with Isuzu just for the Duramax engine alone.
All I know is that GM only owns 12% of Isuzu, (soon to be much less and eventually Zero).
Isuzu sells many diesel engines to several manufacturers throughout the world.
Im not totally sure if Nissan would consider a Duramax, but Isuzu doesnt only sell the Duramax either.
Sure, this is all speculative, but Nissan might just get their engines somewhere else this time around.
If Nissan is moving toward a "heavy duty" truck, that might be enough to just consider a short term purchase of engines from Isuzu and see what happens with sales.
I cant help but think that Isuzu might be a player with Nissan, but its some speculation mainly based on the talks Isuzu and Nissan have had in the last few years about selling rebadged Isuzus under the Nissan nameplate, and other production talks.
You might be right, but we will have to wait and see what pans out.
All I know is Isuzu makes great Diesels, and if one found a Home in a Titan, that would be fine by me.
If Nissan puts the effort they did into the Endurance engine, they might just build a great diesel.
:)
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Light Truck 10:25PM (12/18/2005)
I agree with you.
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Graeme 10:25PM (12/18/2005)
I've had my Titan for a year now, and it has been flawless. It tows my 7,500lb trailer plus truck loaded with windsurfing gear perfectly. Especially through the Canadian Rocky Mountains.
The thought of Nissan putting a Isuzu engine in the Titan scares me. Just drive in behind any GM/Chev dealer and count how many Duramax Diesels are waiting for parts. Duramax in Canada anyways has become a very unreliable engine, and guys are trying to drop them. Unfortunately word is out, and resale values are dropping just a s fast for the Duramax.
I have owned and driven the big three trucks, and the Titan is miles ahead. The service I receive at the dealership has been nothing short of amazing. The big three need to not only take a close look at the Titan, but take a very close look at how Nissan is doing business.
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