New Nissan Titan XD Plays Big In The Realm of Giants
Nissan has become a power player in a number of key automotive product categories. The all-electric Leaf leads in that elusive space, while in the fast growing compact crossover segment, the Rogue has emerged as a global best seller. Nissan’s freshly updated Altima and Maxima sedans, its ambitiously luxurious Murano crossover, as well as the stalwart Pathfinder SUV, have propelled the brand to impressive market share gains and enviably business performance.
And yet for the last six years Nissan has made an enormous investment to revise its Titan XD pick-up truck, a category in which the leader, the Ford F150 outsells the current Titan more than 60 times over.
First introduced in 2003 as a US built truck for the North American market, the Nissan Titan showed promise with sales topping a respectable 91,000 units. More importantly it qualified Nissan as a full-line player, meaning they offer a model in every product category. With the sustained runaway success and healthy margins of pick-up truck sales in North America, the impressive new Cummins Diesel powered Titan XD will generate strong sales and profits even in a category Nissan will never dominate.