The Japanese automakers had a tough time cracking the “cowboys” market of full-size pickup trucks, one of the last survivalist segments for the Detroit three.
The midsize truck segment has been – until GM came with the Chevy Colorado/ GMC Canyon duo – largely deserted by the US automakers in favor of Toyota and Nissan trucks. But the affair is a Detroit one when it comes to the segment where the Ford F-150, Chevrolet Siverado and Ram 1500 are the top three options. And with their Nissan Titan rival loosing steam, producing frustration and languish, the Japanese automaker decided it’s time for a swinging strategy. One that would involve a critical refurbish of a product involved with a key American segment – with the Titan proposed as a rugged light pickup. It’s bigger than the outgoing model, and it doesn’t search for a “Texan” or miniature commercial heavy truck image (think Mack or Peterbilt). Instead, it would be positioned above most light duty entries and below the heavy-duty, heavy-specs Detroit three entries.
The second-generation Titan is going to have marketing campaigns that capitalize on its mythological, embracing a gladiator, Spartacus-like message – no wonder, since the front and back have been styled to resemble the outlines of a roman helmet, or even the shield. One of the boldest moves from the Japanese automaker is to embrace Ram’s diesel trend – adding in the XD trim a Cummins 5.0-liter turbodiesel V8 engine in order to complement the usual Nissan gasoline V8 and V6.
Via Automotive News