Nissan has spent most of this decade trying to carve out a modest corner of the booming Detroit-dominated market for full-size pickups, without much luck.
In the first nine months of this year, Nissan dealers sold 25,412 Titans, 33 percent fewer than a year before.
That is a small and declining position in a segment that grew 2.9 percent to 1.8 million trucks during the same period. The vast majority of those lucrative sales went to Ford, Chevrolet, Ram and GMC, with just a sliver of the market going to Toyota.
Now Nissan is pivoting by marketing the Titan and Titan XD as comfortable, powerful rides that come loaded with tech features. The company has simplified its offerings, focusing on what Castro calls a “ready to go, out of the box” packaging approach that limits the blizzard of options big-pickup shoppers face.
The idea? To make buying a full-size pickup easier for people who just want a cool truck.
The race to offer endless combinations of options has kept Nissan at a…
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