Nissan sees MY2016 Titan capturing 5% of full-size pickup market

Article by Andrew Christian, on January 26, 2015

Nissan is confident that the newly unveiled MY2016 Titan will allow it to capture 5 percent of the full-size pickup market, although the carmaker’s head in the United States believes that it could gain more. Jose Munoz, chairman of Nissan North America, remarked that 5 percent is the basis for the carmaker’s investment and any less that rate would be considered as “not very successful.”

Munoz quipped at the J.D. Power Automotive Summit that the 5-percent target is a modest aspiration. A 5% share of the full-size pickup market in 2014 would mean selling around 100,000 trucks, while Nissan also sold fewer than 13,000 Titans that year.

During the summit, Munoz said Nissan targets sales of around 100,000 Titans. Nissan actually sold around 85,000 Titans in its first two years of sales in 2004 and 2005, but the volume has since dropped due to a number of reasons like the lack of a fresh and appealing replacement.

The new Titan, however, has been redesigned for 2016 to appeal a wider range of customers, Munoz said. For instance, the first-generation Titan only offers one engine, while the latest version features more engine and cab configurations like a turbocharged V-8 Cummins diesel engine.

Munoz noted that despite less engine offerings and only 55% segment coverage, Nissan sold around 100,000 units in 2004 and 2005.

He said their confidence comes from the fact that they will offer more engines and will 90 percent of the market. He remarked that Nissan has retooled the Titan’s production line in Canton, Mississippi, to make it flexible enough to boost output in case the carmaker captures more than 5 percent of the market.

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