Full-size pickup trucks are big business in North America. Make that a full-size business: During the first half of 2016, more than one out of every seven passenger vehicles sold in the U.S. was a pickup truck, and the Ford F-Series, Chevrolet Silverado and Ram pickups were the nation's top-three selling vehicles. In Canada the proportion of trucks sold is even larger, with nearly one out of four passenger vehicles sold being a pickup truck, and the Ford F-Series and Ram pickup sit atop the overall sales podium. All told, Americans and Canadians took home nearly 1.5 million pickups between them in the first half of 2016.
The folks at Nissan see this as a huge opportunity. As Andrew Harkness, chief marketing manager for Nissan Trucks explains, Nissan is North America's second-largest car brand, but the company's previous Titan pickup has been a niche product aimed at the recreational market, leaving it sitting near very the bottom of the truck sales hierarchy. With its all-new 2017 Titan, Nissan intends to change that.