Nissan to offer more Titan variations in order to boost sales

Article by Anita Panait, on October 15, 2013

Nissan is eyeing to offer more configurations for its redesigned Titan full-sized pickup to heighten its appeal among fleet buyers and basic work truck customers. Rich Miller, Nissan's chief product specialist in charge of the next Titan, remarked that increased variation is important, noting that the current Titan “just didn't hit the work customer as strongly as it should have."

He noted that Nissan only offered one engine -- a premium V-8 – something that work truck customers would find hard to consider. Typically, work truck customers choose pickups according to price and capability, he said.

He noted that if a carmaker cannot offer a “regular-cab, six-cylinder, stripped-down truck” it is out of that market. When it launched the Titan in 2004, Nissan differentiated its full-sized pickup offering with features like factory-installed spray-on bedliners and doors that could open 180 degrees and built-in cargo bed hooks.

For its latest Titan, Nissan is banking on more product differentiations to further penetrate into the full-sized pickup market that is heavily dominated by the Detroit 3. Miller noted that they had a lot of innovations the first time, and they “felt the domestics had left us a lot of low-hanging fruit." He remarked that carmakers competing in the segment have gotten better, noting that “there's not as much low-hanging fruit this time around."

He, however, said that Nissan has “some things up its sleeves that it will be pulling out." The new Titan, which may arrive late 2014, may feature improvements like innovations in cargo lighting, backup visibility, cargo storage and accessorizing. In August, Nissan disclosed that the Titan will offer a Cummins V-8 diesel engine, which may help differentiate the truck in the brand-loyal segment.

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