The failure of the Nissan Titan could have been avoided. And considering Nissan's long experience in the North American market, the template for the Titan's success was plain to see.
The Titan needed to have some compelling reason to pull loyal buyers out of their Ford F-150s, Chevrolet Silverados, Rams and GMC Sierras. It didn't.
Titan never boasted best in class in any of the major metrics that matter to truck buyers. It couldn't tow a bigger, heavier trailer. It couldn't haul more cargo in its bed. And it didn't beat any competitor in fuel economy. It didn't boast any radical new technology, such as an aluminum body or a hybrid powertrain.
The Titan was an also-ran that never really ran with the big dogs in the full-size segment.
Nissan's first — and biggest mistake — was not investing enough money in the Titan's frame. In a body-on-frame truck, the strength of the frame determines capability. A massively stiff frame enables a truck to tow and haul more. It enables the suspension system to do a better job of smoothing out the ride. It adds to the overall feeling of solidity and quality. Nissan certainly has the engineering capability and the technology to design the best frame in the business. In entering the toughest segment in the business, the frame should have been given top priority.