Nissan has officially revealed that the 2024 Titan pickup will be its last, marking the end of an era for this model. The automaker’s latest announcement brings three notable changes to the table for the final year: a streamlined trim lineup, the introduction of an SV Bronze Edition Package, and a modest $120 increase in the Manufacturer’s Suggested Retail Price (MSRP).
While the discontinuation might not come as a complete surprise, the signs have been clear for some time. The Titan’s decline had been clear, with its withdrawal from the Canadian market after the 2021 model year and its fluctuating sales in the U.S. Since its peak in 2005, the Titan struggled to surpass 25,000 annual sales between 2009 and 2016.
This decision aligns with Nissan’s Ambition 2030 vision of embracing an electrified future. The Canton plant in Mississippi, where the Titan was produced, will undergo a transformation to accommodate the production of two all-new, all-electric vehicles.
This announcement serves as a reminder that penetrating the competitive full-size U.S. truck market is an arduous task. Nissan’s initial goal of achieving 100,000 annual Titan sales in the U.S. seemed ambitious, yet even a larger piece of the market pie doesn’t guarantee success.