Nissan clarified on Feb. 6, the eve of the Chicago Auto Show, market uncertainty regarding their future in the full-size pickup truck segment as they announced that their next generation of an all new Titan pick up is in the works but, for competitive reasons, they were not providing a timeline for the introduction of the new truck yet.
The competition in the pickup truck segment in the U.S. has heated up significantly in the last few months as most of the full-size pickup truck manufacturers have announced plans to upgrade and or add new trucks in the next 24 months.
Everyone except Nissan had been heard from as the Chicago Auto Show prepared to get underway.
Ford has strengthened or expanded their offerings in the F-150 line in the last year and just debuted their new Atlas Concept Truck (said to be probably the 2015 F-150) at the 2013 Detroit Auto Show.
Ram brand stormed back into the market early in 2012 introducing their brand new and cutting edge 2013 Ram 1500 which has won every truck award since, including the North American Truck of the Year.
General Motors introduced their long awaited new 2014 GM Sierra and 2014 Chevrolet Silverado pickups in Dec. 2012 that will be available by mid-2013.
Toyota, not wanting to be outdone, will introduce their long awaited next generation full-size Toyota Tundra at the Chicago Auto Show on Feb. 7.
That left only Nissan to be heard from and now they have spoken.
The original Nissan Titan full-size pickup truck launched in 2003 and the company is now preparing a redesign of its next-generation pickup model as a major part of, what they say is an upcoming product onslaught.
Nissan has quietly continued to keep a keen focus on the pickup truck market even while rolling out an ambitious new passenger model introduction program that includes launching five new models – beginning with last summer’s introduction the 2013 Altima mid-size sedan.
"As a full-line manufacturer, Nissan aims to be a player in every part of the truck business," said Pierre Loing, vice president, Product and Advanced Planning and Strategy, Nissan Americas. "Our truck teams in Michigan, Arizona, Tennessee and Mississippi are hard at work on a next generation full-size truck line that will expand Titan's appeal to a broader spectrum of truck buyers, including the all-important skilled trades-buyers. Our new truck will be filled with Nissan innovation and expertise without compromise."
Nissan Titan was the company's first foray into the full-size truck market. Known for its contemporary style, convenience features such as the first in-class lockable bedside storage compartment and roomy King Cab and Crew Cab models, the truck was designed to appeal primarily to personal-use customers.
Nissan says, for the next-generation Titan, their truck team is looking at broadening the product portfolio to reach more personal-use buyers while also appealing to commercial owners and fleets.
"Our truck engineers and designers have very clear marching orders," said Loing. "Deliver a winner. Nothing is off the table. Many of our team have lived and studied the truck market and lifestyle most of their careers. They know the stakes."
Nissan is not just focused on the full-size segment with their pickup truck strategy.
As other OEMs have exited the mid-size truck segment, Nissan continues to experience strong consumer demand for its popular Frontier pickup. Frontier sales have been on the rise for the past two years, up more than 35 percent, according to Nissan.
"We could not be much happier with the success of Frontier," said Loing. "The truck is a performer and has room for more growth and success, especially as we expand our presence in the truck marketplace."
The manufacturers in the mid-size truck segment are Nissan with their Frontier, Toyota with the Tacoma and GM returning to the market with their next generation GMC Canyon and Chevrolet Colorado sometime in 2014 for 2015.
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