Last year, when Nissan announced a new design for its Titan pickup truck, CEO and chairman Carlos Ghosn predicted by the end of 2017 he’d capture 5% of U.S. truck sales.
But according to the Chicago Tribune, there is a long way to go, because the Titan has only a 0.6% share of the full-size pickup market so far in 2016.
According to the Tribune:
Ghosn's pickup saga is full of missed opportunities and bad luck. It's also a story of the fierce determination of Detroit automakers to defend one of their last bastions of power and profit.
"Nissan is pretty much the forgotten pickup brand at this point,'' said Dave Sullivan, an analyst with AutoPacific. "They let the product get stale and it's going to be a long climb back.''
Gaining ground in pickups is crucial for Nissan to reach 10 percent overall U.S. market share, which the company has previously said could be achieved by the fiscal year ending March 2017. Instead, this milestone may two to three years away.
The full story is available here.