Nissan to Discontinue Titan Pickup After 2024 Model Year, Internal Document Reveals
Nissan has made the decision to end production of its full-size Titan pickup truck at the end of the 2024 model year, according to an internal company document obtained by Carscoops. This confirms previous rumors of the Titan’s impending demise and provides insight into the timeline for its discontinuation.
The document states that production will continue through the summer of 2024, ensuring that the truck will be available for the entirety of its final year on sale. While this news may raise concerns among workers at Nissan’s Canton plant and Decherd facility, which builds engines for the Titan, the document assures that there will be no job reductions at either site. However, it does acknowledge that there may be some job reassignments in the future.
The Nissan Titan was first introduced in 2003 with high hopes of selling 100,000 units annually in the U.S. Initial sales were promising, reaching nearly 87,000 units in 2005. However, demand has steadily declined over the years, dropping to 52,924 units in 2017 and plummeting to just 27,406 units in 2021. The Titan now represents only 1.3% of the full-size pickup market. Despite a $230 million update in 2019 that included refreshed styling and a more powerful V8 engine, the Titan has struggled to compete with popular offerings from Ford, Chevrolet, GMC, and RAM.
Earlier this week, Nissan unveiled the 2024 Titan lineup, which features a simplified range. Notably, the base Titan S King Cab 4×2 has been dropped from the lineup. The entry-level model is now the SV Crew Cab 4×2, priced at $47,665 (including a $1,895 destination charge). This means that the most affordable Titan now costs $6,170 more than the previous year’s model. However, it is unlikely that this price increase will significantly impact sales, given the truck’s already declining popularity.
The decision to discontinue the Titan reflects Nissan’s strategic shift in focus. The company aims to prioritize investment in electric vehicles and other segments where it can achieve greater success. By discontinuing the Titan, Nissan can allocate resources to areas of the market that align more closely with its long-term goals.
While the end of production for the Titan may be disappointing for fans of the truck, it is important to recognize that the automotive industry is constantly evolving. Manufacturers must adapt to changing consumer preferences and market dynamics to remain competitive. Nissan’s decision to discontinue the Titan is a strategic move aimed at ensuring the company’s future success.
As Nissan prepares to bid farewell to the Titan, it is worth acknowledging the impact the truck has had during its time on the market. Despite its declining sales, the Titan has left a lasting impression on the full-size pickup segment. It has provided customers with a reliable and capable option, even if it hasn’t achieved the same level of popularity as its competitors.
In conclusion, Nissan’s internal document confirms that the Titan pickup will be discontinued after the 2024 model year. While this news may come as a disappointment to some, it reflects Nissan’s strategic shift in focus and commitment to investing in areas that align with its long-term goals. The Titan’s discontinuation marks the end of an era for Nissan but also opens up new opportunities for the company to explore and innovate in other segments of the automotive market.