Like Ford, Nissan is currently focused on pivoting to an all-electric future of its own, but it still offers a wide variety of vehicles in the U.S. such as the Nissan Frontier pickup. However, Nissan’s answer to the Ford F-150, the full-size Titan pickup, will have a short-lived future, as it will be axed in 2025 according to a recent report by Automotive News.
A source told the publication that there is no confirmation that Nissan engineers are working on replacing the Titan, or updating it. “It’s dead,” the source said, and went on to explain that the Japanese automaker is currently debating whether to discontinue its full-size pickup offering for the 2024 or 2025 model year.
Sales Numbers - Full-Size Mainstream Pickup Trucks - Q1 2022 - USA
|MODEL||Q1 22 / Q1 21||Q1 22||Q1 21||Q1 22 SHARE||Q1 21 SHARE|
|RAM RAM PICKUP||-14.59%||127,116||148,836||27%||26%|
This might not come as a surprise, as Nissan has struggled to find its footing in the highly competitive full-size pickup segment since introducing the Titan. Customers in the market for a strong pickup typically gravitate toward Chevrolet, GMC, Ram, and of course, the Ford F-150, the publication notes, leaving little room for interest in the Titan. In fact, in the first quarter of 2022, Nissan Titan sales barely made a dent in the market, with just 6,415 sales. Compared to the Ford F-Series’ 140,701 sales, that’s barely a drop in the bucket.
“Conquesting a brand-loyal Ford customer to come to a Nissan Titan has proven to be extremely difficult,” an anonymous Nissan dealer told Automotive News. “Nissans cannot be everything to everybody.”
The fact of the matter is that customers in the market for a full-size pickup typically aren’t turning toward the Nissan Titan as the answer to their problems. They’re much more likely to take a closer look at the Ford F-150, as The Blue Oval’s pickup recently scored high marks in a study of new vehicle consideration.