• Dec 16, 2007
No one doubts that selling full-size trucks in the U.S. is a tough racket. Nissan knows this firsthand, as it's sold only 60,961 units of its Titan pickup so far in 2007. Compare that to the third best-selling truck in the U.S., the Dodge Ram, which has sold 326,177 units, or the new-for-2007 Toyota Tundra, which has sold 177,336 units.

In a Newsweek article profiling Carlos Ghosn, the CEO of Nissan-Renault reportedly hinted that he may kill the Titan pickup. The fact is, it's becoming less and less profitable to compete in a full-size truck segment that's shrinking and becoming more competitive by the day. While Ghosn is far from hammering the last nail in the Titan's coffin, his reported comment simply highlights the fact that a smart company will build what it can sell for a profit.

Producing a pickup profitably is clearly on Ghosn's mind, and considering last Friday's rumor that Nissan is in talks with Chrysler on a possible collaboration, a Dodge Ram-based Titan that's cheaper to produce than the current truck is definitely a possibility going forward. Either that, or there won't be a Titan at all if Ghosn can't figure out how to make a buck off it.

[Source: Newsweek via Pickuptruck.com]


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  • 45 Comments
      • 7 Years Ago
      It might sell better if it looked better, the front end is ugly, too square, the interior is the worst, Give it an Infiniti dash and door panels and you might be in business.

      I dont even like the new tundra for the same reason, it lost that special something thats appeals to luxury truck buyers.
      • 7 Years Ago
      hypercarfan, you're assuming that those things you listed (passenger-car traits and recreational off-roading) matter to the working man. they don't. none of the import trucks have ever excelled at the things a truck is good for: work.
        • 7 Years Ago
        I don't understand how anything less than a diesel dually towing 14,000 lbs isn't real work.

        And of all the unimproved roads to construction sites and beds full of plywood and mulch and towing lawn trailers and such, you know the sort of work that isn't real work, I also don't understand why a Mexican built truck with a domestic badge can do but an American built truck with an import badge can't.

        And finally, if light duties are really just cars underneath where it counts then show me the other cars with brakes to stop 6,000lbs empty let alone 11,000lb with a trailer. Or 3800lb rating axles.

        You're being intentionally blind.
        • 7 Years Ago
        Hypercarfan,

        your lack of understanding trucks certainly is showing!

        -first, in your discussion of the "industry-trailing" Ram's towing capacity, what are you talking about?

        you're obviously not a real truck guy, because a real truck guy wouldn't be caught dead towing more than 6,000 pounds with a half-ton pickup anyway.

        why?

        a half-ton has essentially car brakes, and a car axle. it is made for light towing only. light towing stops at about 6,000 pounds. move up to a 3/4 ton truck, and everything changes.

        I'll keep in mind how "industry-trailing" my '06 Ram HEMI is the next time I fill it up; I average over 16 MPG towing a 5,000 pound trailer. when not towing, it averages over 20 MPG. in case you didn't know, both mileage figures are in diesel economy territory.

        oh, and let me know from your personal experience about those Chrysler "quality woes"; I'll be more than happy to tell you about mine.

        I've had seven Rams since 1994. I've driven them well over 1.2 million miles, with more than 600,000 on my '97 alone.

        here is a list of problems:

        1) two recalls. one on the '97 for installing rubber plugs on the back side of the steering wheel. the '06 also had a recall for front wheel bearings. 76 trucks were affected; mine wasn't one of them, but they replaced them anyway.

        2) unexpected repairs. one. on the '03 V-10, a fuel overflow tube near the tank needed replacing. cost, installed, at the dealer: $108. by the way, when I sold this truck last year at 232,000 miles, it still had all the original brakes. damn Chrysler quality!!

        I've never had ANY engine work, transmission work (other than fluid replacement) done on any of them. and please don't tell me I'm lucky; everyone I know with a Ram has had the same experiences.

        on another note, this move by Nissan seems really stupid, as their large SUVs are built from the Titan platform. I wonder if they are considering eliminating the Infiniti QX56 and the Armada as well.

        hypercarfan, I promise I'll never make fun of your '83 Toyota Starlet with the rice muffler, ever.

        AZMike
        • 7 Years Ago
        Tk,

        Acceleration and handling shouldn't be considered "passenger-car traits," and off-roading isn't merely "recreational."

        In my mind, a real "working man" would require more ground clearance and a stiffer suspension than the average domestic half-ton currently offers. Doesn't a real "working man" need the greater towing capacity of a Tundra or Titan over the industry trailing towing capacity of the Ram?

        Sadly, the half-ton market increasingly caters to the "retired man," or the "sedentary man." Sometimes it's seemed that we've all grown flabby and obese along with out pickup trucks.

      • 7 Years Ago
      Dan: Not everybody WANTS a crew cab with power windows and door locks- I sure don't- I want a regular cab, vinyl seats, manual transmission, crank windows... which means there's no Titan suited for me at all.
      • 7 Years Ago
      To those of you who do not understand the big grille in a truck: COOLING.
      Big motors turning big trans,pulling big load=HIGH HEAT.
      No body part comparisons are needed.
      If you need any more data watch large semi trucks driving down the road, they have very big grilles to allow more air to be drawn into the radiator to disapate the heat gernerated by the Large engine,turning large trans. pulling big load.
      • 7 Years Ago
      They should not have named it Titan. The Titans didn't have a good fate in mythology and neither have the Titanic or the Nissan Titan.
      • 7 Years Ago
      My friend had a Titan and it was really nice when new but after 20,000 miles the interior started showing heavy wear. It looked like a truck with 5x the mileage on the inside. The stitching in the seats was coming undone, the paint on many surfaces was wearing off, the glovebox wouldnt stay closed. Ive never seen that kind of wear on other trucks with that low mileage. He traded it for a Chevy and has been much happier. I think the low quality interior is keeping away new buyers and preventing repeat buyers.
      • 7 Years Ago
      It's really simple - Cerberus is positioning Chrysler LLC to begin selling off the various componants (single line plants, Chrysler cars/Dodge trucks/Jeep SUVs and Ghosen is going to be first in line to buy Dodge.

      Instant plant capacity and five or six times the sales of the US only Titan. Makes perfect sense for Nissan.
      • 7 Years Ago
      Poorboy Nissan.

      Tsk, tsk...It always likes to be a..."Follower", a "Me Too", "Second Fiddle", FOREVER a "Runner Up" to No.1...Toyota.
      • 7 Years Ago
      OK, here's a post that has something for everyone here to hate.

      I was recently in the market for a pickup. I have no particular brand loyalty and was leaning heavily toward the Tundra. Before buying, I took extended test drives in the Tundra, the Titan, the F150, and the new GM Sierra/Silverado trucks.

      Frankly, it was no contest. Not even close. The GMC Sierra/Chevy Silverado stood head and shoulders above the rest in every category.

      Today, I own an '08 Sierra could not be happier with it.

      And after owing (and suffering through) two Chrysler products, I did not even consider another.

      Bruce
      • 7 Years Ago
      Sad, really. The Titan is a really nice truck, and a hell of a value. The crew-cab long box version offers a package you just can't get elsewhere in a half-ton truck.
      The forgettable number of vehicles Nissan sells between the titan and Armada, is must be tough to make money on it.
        • 7 Years Ago
        Dan, I have no idea where you got that price but I went to Nissan's and Chevy's website to the build your own section and found Titan is more expensive with the same equipment.
        Where do you get your info from, Forrest Gump Gazette?
        • 7 Years Ago
        Value? What value? The Titan is substantially more expensive to buy- and operate- than the domestic brands; there is a lack of variety in the Titan as well- where's the regular cab/bench seat/manual transmission model? Do they even make such a combination? They didn't, the last time I glanced at Titans at a new car show. And then there's the arrogant Japanese-brand dealer mentality you have to deal with when you're shopping one of them. No thanks.

        IMO the Titan is overpriced, homely (though not as bad as the Tundra) and made for guys who really don't want to drive a truck but feel somehow they won't be cool if they don't- same as the Ridgeline. Guys who are serious about trucks drive one of the four domestic brands- Dodge, Ford, GMC or Chevy. Period. When was the last time you or anyone else saw a Titan or a Tundra working at a construction site? I can't recall ONE time- but yet I see half ton F150s, Silverado 1500s, Sierra 1500s and Ram 1500s ALL THE TIME at construction sites. Nevermind the plethora of 3/4 tons and 1 tons from the domestics at such places.

        My company will be replacing my F250 sometime soon- it has 150k or so on it now in 3 years (with just one alternator replacement, this past October), and I'd be sorely tempted to find another job if they try to replace it with a Titan or Tundra... I don't care how cushy the ride is on a Titan; it's not a serious truck.
        • 7 Years Ago
        Both trucks in a CC 4x4, the nissan in XE trim and the Chevy in LT1 trim (similar content, I think) with the Chev having the 5.3 Vortec added, MSRP is 3 grand more for the Silverado.
        EmmEff- the nissan has an odd-ball 7ft box available on the crew cab that actually lets you fit motorcycles back there with the tailgate up. As for the interior, it doesn't look real pretty, but most of the plastic has no paint to get scraped off.
      Jonathan Hicks
      • 7 Years Ago
      I don't want the Titan to be dropped;it could be important to the brand.
      Bryan
      • 7 Years Ago
      One less turd on the road. So obviously there are a lot of car buyers here because some of the things stated here are defintely things they are looking for in a CAR. This is a TRUCK. We don't need to go 0-60 in 5-7 seconds. We need towing capacity, torque, and a tailgate that can hold an ATV while loading it in the bed. We need a truck that is proven, is known to last, and has an excellent ride. We need a functional interior that looks good, not that mess of a dashboard the Titan and Turd-ra have. Just look around. Look how many old American trucks are around you. All of those 97 (came out in 96) and above that still look nice and new, and are over 10 years old in some cases. I still see Ford trucks from the 70's and up, as well as GM's. We all know Dodge had a junker back pre 94, so its rare to see one of those. The point is, just because domestic cars may have suffered, does not mean domestic trucks did. Remember that is where they put the bulk of their R&D for a good bit of time.
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