When the Nissan Titan first debuted in 2004, many expected the truck to fly off the lots. The company had a reputation for making nice vehicles that were reliable and the Titan looked like it continues the trend.
The truck is powerful, well-built, and attractive. Yet, despite the many reasons why drivers should love the Nissan Titan, Nissan has experienced staggeringly low sales numbers. It has been unable to convince the average driver to give the Titan more than a passing glance.
Nissan Titan sales have been stagnant throughout 2019
All it takes is one look at nationwide monthly truck sales to realize that the future of the Nissan Titan is in trouble. In December of 2019 less than 2,000 Nissan Titan trucks were sold.
During the same span of time, over 77,000 drivers purchased a brand-new F-150 series truck. While Ford sold nearly 900,000 F-150s during 2019, Nissan only sold 31,514 Titan. Those numbers represent a 37% decrease in sales for the company.
Sales for the Frontier were a little higher. Last month, 4,720 drivers purchased a Frontier, which brought 2019’s sales up to 72,369.
Why Nissan Titan sales continue to disappoint
There’s not one specific reason why Nissan Titan’s aren’t moving, which makes it difficult for the company to adjust its sales. One of the biggest challenges the company faces is brand recognition.
As a rule, drivers who prefer trucks remain pretty loyal to their brand. It takes a lot to convince them to take a chance on something different.
Despite the fact that Nissan has sold several popular cars, but when it comes to trucks, the company is a relative newcomer in the American market.
This turns into a double-edged sword for Nissan. Not only does it mean that they have to spend even more money on marketing efforts that might or might not prove lucrative, but it also means there aren’t enough Titan’s on the roads and in the field proving to drivers that the truck is every bit as tough and reliable as the competition.
The cost is likely another factor that causes drivers to turn away from the Nissan Titan. Not only is the base purchase price higher than similar trucks, but the large engine burns more fuel than many of the other choices. With Americans increasingly aware of how much they’re spending, those two factors are enough to convince them to consider a different vehicle.
The low resale value of the Titan is a huge problem for Nissan and it’s not something it can easily correct. The expected resale value of a vehicle is one of the first things many people look at when they’re trying to decide between two different trucks.
The average consumer wants to know that when it’s time for an upgrade, they’ll get a good price for their current vehicle. Nissan Titan’s lose 37% of their value during the first five years. The reason for the quick devaluation comes from the truck’s lack of popularity.
The same issues that make the truck unappealing to drivers who are buying new trucks are also problems for drivers who are looking for good used vehicles. Until the Titan becomes popular, the resale value will continue to stay low.
Is this truck doomed?
Oddly, one of the things that could be impeding Nissan Titan sales is the sheer size of the truck. It’s a great choice if you’re hauling large quantities of gear around or frequently fill the cab with passengers, but many people who like Nissan trucks often select the Frontier because it’s smaller and better suited for urban driving conditions.
People who own Nissan Titan trucks seem happy with their purchase which is a good sign. It indicates that Nissan is making a high-quality product. Unfortunately, if Nissan isn’t able to figure out a way to encourage drivers to purchase a Titan instead of one of the other truck options, it’s likely that the company will decide to stop selling Titans in the United States.