Nissan Titan Pickup Killed, Ends Production Next Year

Nissan has confirmed that the 2024 model year will be the last for its Titan full-size pickup truck. When production ends in summer 2024, it will spell the end of Nissan's presence in the highly competitive full-size truck segment.

This in-depth article will take a look back at the history of the Nissan Titan, its ups and downs over two generations, and the reasoning behind Nissan's decision to discontinue it. We'll also overview the 2024 model year updates and provide an outlook on Nissan's future pickup truck plans.

Overview of the Nissan Titan's Model History

The Nissan Titan has been in continuous production at Nissan's Canton, Mississippi assembly plant since the first-generation model went on sale for the 2004 model year. Here's an overview of its generational history:

• First generation: 2004-2015
  • Nissan's first full-size pickup competing with Detroit's trucks
  • 5.6L V8 engine, available 5-speed manual
  • Crew cab and extended "King cab" options
  • Peak sales of over 86,000 in 2005
• Second generation: 2016-2024
  • Fully redesigned with focus on towing capability
  • Cummins 5.0L diesel V8 option introduced
  • New single cab and "XD" models added
  • Highest sales around 52,000 in 2019

Despite periodic updates and special editions, the Titan never managed to gain significant market share against domestic competitors like the Ford F-150, Chevy Silverado, GMC Sierra, and Ram 1500.

Examining Reasons Behind the Titan's Low Sales

The Nissan Titan entered a highly competitive field dominated by Detroit's long-established full-size pickup offerings. There are a few key factors that help explain why it never took off:

• Limited marketing and dealer availability: Nissan did not promote or push the Titan nationwide like competitors. Dealer inventory was very thin in some regions.
• No extensive product lineup: The Titan was not offered in as many cab, bed, powertrain variants as rivals. No heavy duty or commercial-grade models.
• Weaker capabilities: Titan trailed rivals in max towing, payload, engine power. Perceived as less "tough" than domestic trucks.
• Minimal brand recognition: Full-size truck buyers heavily favor established domestic brands. Nissan lacked truck heritage and credibility.
• Timing of redesigns: The second-gen Titan didn't arrive until 2016, missing capitalizing on recovery from the recession.

While it attracted a small niche of loyal buyers, the Titan could never overcome the dominant Detroit brands or the Toyota Tundra to become a major player in the full-size pickup wars.

Titan Sales Stayed Under 100,000 Per Year

After an initial splash entering the market for 2004, Titan sales quickly settled into a pattern well below the domestic pickup leaders:

• Nissan sold around 86,000 Titans in the debut 2004 year, but that soon dropped into the 60,000 range.
• The aging first-generation model saw declining sales down to around 40,000 by the end of its run in 2015.
• The all-new second-gen Titan in 2016 sold just 12,000 units in its first partial year.
• Second-gen sales climbed back to about 52,000 by 2019 but still lagged far behind competitors selling over 500,000 trucks per year.
• By 2022, Titan sales were down to under 16,000 units, a tiny fraction of the full-size truck market.

The Titan consistently claimed around 2-3% of segment sales at its peak. For context, the Toyota Tundra has around 5% market share. The Titan simply couldn't crack the code to becoming a major player.

What Changed for the Final 2024 Model Year?

For its last model year, the outgoing 2024 Titan sees a few modest changes:

• Slightly refreshed front end styling with new LED headlights
• New SV Bronze Edition adds unique bronze accents
• Price increased to $47,665 for base S trim
• Streamlined trim range now S, SV, PRO-4X, Platinum Reserve
• New 8-speed automatic transmission standard across lineup
• 9,000 lb max towing capacity remains unchanged

The tweaked 2024 Titan offers some minor upgrades and special styling for its last hurrah before the discontinuation announcement.

End of Production Set for Summer 2024

With the writing on the wall, Nissan has confirmed that Titan production will end in summer 2024 at its Canton, Mississippi factory.

The current second-generation model will have an abnormally long 9-year run without a redesign, a further sign Nissan is ready to exit the full-size segment.

Dealers will likely offer hefty discounts to sell out remaining 2024 inventory as the Titan cruises into the sunset. Nissan will shift focus to its strong-selling Frontier midsize pickup.

What Comes Next for Nissan Trucks?

While exiting full-size pickups, Nissan does plan to continue offering midsize trucks and explore new electric options:

• The Frontier will now be Nissan's only pickup offering, giving more attention to maximizing sales.
• An electric pickup based on the Frontier-sized Surf-Out concept would target a smaller but growing EV truck market.
• Producing an all-electric midsize truck avoids challenging the Detroit automakers' dominance in full-size gas-powered pickups.
• Rumors point to a 300+ mile range Frontier-inspired EV pickup arriving before 2025.
• Partnering with other automakers on electric trucks could be an option to share costs.

While the Titan is going away, Nissan still sees potential in the pickup market by focusing on newer EV segments rather than clinging to low-volume full-size trucks.

The Titan's Legacy

When it rolls off the line in 2024, the Nissan Titan will conclude a nearly 20-year run that brought some meaningful achievements:

• It increased competition in the full-size segment and gave Nissan a presence.
• The responsive 5.6L V8 and smooth-shifting 5-speed manual transmission appealed to some buyers.
• Strong towing capabilities and off-road trims like PRO-4X won over outdoor enthusiasts.
• Innovative features like an in-bed spray-on bedliner introduced by the Titan were copied by competitors.
• Major investment in the Canton plant and Mississippi economy.

While never a sales leader, the pioneering Titan paved the way for Nissan's future truck entries and gave loyal owners an alternative to the typical Detroit offerings.

The Takeaway

The Nissan Titan gave it a valiant effort, but could never overcome the dominance of domestic full-size pickup offerings from Ford, Chevy, GMC, and Ram. Its discontinuation allows Nissan to focus energy on more profitable and growing segments like midsize trucks and electric vehicles.

The Titan played a role in shaking up the full-size market, and its legacy will live on in the next generation of Nissan pickups even if takes a different electrified form. For prospective buyers, the 2024 model year represents the last chance to grab a piece of history as the final Titans roll off the line.

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