An apocalyptic orange sun, clouds of dark ash, and the heavy smell of smoke hover over Monterey, California. Completely erased are dreamy mental images of mesmerizing sunsets, stunning Big Sur landscapes, and the emerald greens of world-class Pebble Beach golf — massive out-of-control brush fires do that sort of thing.
While the tragedy of the fire was on everyone’s mind, the setting was more than appropriate for a Nissan truck drive that would include a unique off-road trail specifically crafted for the company’s new 2017 Titan Crew Cab V8. Driving over the mountain pass, I spotted no less than 50 fire trucks and emergency vehicles — I felt right at home among them in the new Titan.
After making its truck owners wait for more than a decade (the first-generation Titan was introduced in 2003), Nissan introduced the second-generation Titan at the New York International Auto Show earlier this year. The arrival is a big deal to the automaker because Titan sales have been stagnant, while the usual suspects (Ford’s F-Series, Chevrolet’s Silverado and the Ram) continue to dominate ― Nissan has to get back into the game.
According to Kelley Blue Book’s Truck Study, truck owners are loyal to their segment ― Chevrolet and Ford being most loyal to their brands at 42 and 40 percent respectfully. To break through, Nissan not only has to bring something spectacular to the table, but it has to change stubborn minds. With a new look, updated technology and updates to the entire Titan family (XD, Titan and new single cab) of trucks, there is no reason to believe Nissan can’t improve upon their sales.
