Could it also soon be discontinued in the US?
The Nissan Titan is a fine full-size pickup truck but it's not proving to be an effective competitor against its Detroit Three rivals. Just 12,197 examples were sold in the US in 2019. The Ford F-150, meanwhile, sold 367,387 units that year. A 2020 model year mid-life refresh was very much welcomed but it may not be doing the trick. Does this mean the Titan is on its way out? Possibly, but we can now confirm it's finished in Canada. According to The Truth About Cars, the Titan and Titan XD are being discontinued in Canada next year.
"The Nissan Titan pickup truck will not be sold in Canada beyond model year 2021," said Jennifer McCarthy, Nissan Canada Product Communications Manager. "We will focus our resources on existing core models in our crossover and sedan portfolios. Our resources are also being directed to support the market launch of vehicles like the all-new Rogue and Versa which go on sale later this year, as well as the all-new Ariya electric crossover and all-new Frontier mid-size pickup truck, which arrive in Canadian showrooms next year."
Last year, just 2,807 Titans were sold in Canada, a troubling 48.4 percent decline from the year before. In the first half of this year, sales dropped 53.9 percent. Here in the US, the Titan lineup managed to grab only 1.2 percent of the full-size truck segment through this past June. The coronavirus pandemic and Nissan's financial problems, in general, aren't helping matters either.
Like in Canada, Nissan's US operations have been undergoing extreme cost-cutting measures and investing wisely in new and relevant product is a must. For example, the all-new Nissan Rogue and new for last year Sentra compact sedan are two much-needed lineup additions.
The all-electric Nissan Ariya will also play a vital role. Less so for the Maxima sedan which, according to a recent report, may also be on borrowed time, though it could return as an EV in 2022 or 2023. But if the Titan is also soon dropped in the US, it's important to know Nissan isn't abandoning truck entirely. A completely redesigned Nissan Frontier mid-size pickup truck is due sometime next year, and there's a greater chance for success in this segment rather than the highly competitive full-size one.
For now, the Titan will still be around in the US for model year 2021, but its discontinuation in Canada could be a preview of its American future, or lack thereof.