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]