Should the Nissan Titan Still Exist?


When a Q7 feels small, you know you’re next to a big vehicle.

I forget sometimes just how big some trucks are, especially in areas outside of big cities. Every once in a while I venture into North Idaho and am surprised, each time, by how many pickups fill the parking lots of places like Costco and Walmart. Not just regular trucks like the average F-150, but jacked up rigs that reach a thousand feet into the sky and have tires big enough to flatten a Prius in one revolution.

The purpose of these trucks, I assume, is similar to why peacocks have massive feather displays: an effort to prove masculinity and win chicks. I’m not so sure that works in the human world as well as it does in the animal kingdom, but that doesn’t stop guys from trying.

Not just any truck, though, can qualify to be a massive hogger of rural American parking lots.

Imagine a Honda Ridgeline or Nissan Frontier vying for King of the Road. The real men would just laugh. A man’s truck must be proper. It must be American. It must be a best seller. It must look amazing with a 17-inch lift kit. Anything from Ford, Chevy, GMC or Ram would do the trick, because those are the trucks that men buy. The trucks that men don’t buy are the trucks that their wives want them to buy. Such as the Ridgeline.

While the big domestic pickups vie for supremacy in U.S. sales, foreign trucks try their best to not become the worst-selling nameplate in America. According to my field research in Idaho parking lots, the foreign trucks aren’t even close to their domestic brethren. That’s a fact backed up by recent sales numbers, which show the Nissan Titan taking the crown as the worst selling truck in America.

For Nissan and Toyota to compete with the domestics, they need to build trucks that will sell in rural America while still appealing to the suburban dads who want a pickup for weekend projects. Currently the Titan only sells to suburban dads who want a pickup for weekend projects and also must own a Nissan. There are only about 1,500 of those guys.

Should the day ever come when I look out the window of my Q7 and turn my chin up to look at a giant Titan, I’ll know Nissan has made some inroads. Until then, I’ll hold on to my conviction that the Titan is better off dead.

Considering its dismal sales, should the Nissan Titan still exist?


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