The long-rumored turbodiesel Nissan Titan looks like it’s finally on its way. Nissan tweeted out the above image, along with the caption “Five liters of turbocharged diesel power. Are you ready for this?” — exciting its customer base and shedding some light onto the company’s plans for the future.
This wasn’t unexpected, of course, as Cummins had put out a press release in August 2013 detailing plans to equip Nissan’s full-size pickup with a turbodiesel engine. So we knew this was coming — it was just a matter of when. Now that Nissan has officially addressed the next-generation Titan through one of its channels, pickup buffs can probably start getting excited. From that original press release, the new Titan is expected to deliver more than 300 horsepower and have a torque rating in the mid-500s.
After a long stretch in which Nissan seemingly ignored the Titan pickup, the news is likely welcome by many who are hoping to see a resurgence in interest in the truck. USA Today commented on the noticeable lack of attention that Nissan had paid to the pickup market earlier this year, reporting that the new Titan looks to be a part of a companywide strategy with aims to increase Nissan’s market share from less than 8% in 2012 to 10% by 2016.
So why has Nissan finally decided to pull the trigger after more than a decade of sitting on the sidelines? It’s likely the fact that since the company really wants to increase its market share in America, it has to play to American tastes. And what do Americans like? Pickup trucks.
A look at the best-sellers list from last month shows that the top three are held by competitors’ pickup models, namely the Ford F-150, the Ram 1500, and the Chevy Silverado 1500. Of course, the F-150 has been seemingly untouchable for decades now.
The new Titan looks like it will be yet one more competitor in what is becoming a growing arms race in the pickup segment. It seems that every manufacturer is loading up their pickups with more power and amenities, or otherwise doing something to separate themselves from the pack. GM has been pushing the new and improved performance and power in its GMC Sierra and Chevy Silverado. Ford is blazing its own pat, and going for an all-aluminum F-150 that will improve fuel economy significantly. Ram, on the other hand, is throwing its chips behind a line of diesel trucks, as well.
What does it all mean? It’s an excellent time to be a truck enthusiast. It looks like many of the features that had drivers flocking to more fuel-efficient, smaller vehicles over the past 10 years are making their way into the truck segment, creating a wider variety of choices that can cater to different interests. Worried about fuel economy? The Ford F-150 EcoBoost should be of interest. Need power? A Ram Power Wagon should suit your tastes.
How about a turbocharged foreign pickup? Well, the new Titan is definitely on its way.