Nissan might be taking a serous run at the U.S. light-duty truck market when it unveils the next generation Titan.
Previous reports suggest the truck will get new engines and model options, but the Japanese brand made a quiet announcement today that could tip plans to take on the Detroit 3 in their strongest segment.
Fred Diaz used to be the boss behind Chrysler’s Ram trucks, but Nissan announced today that he is filling a newly-created divisional vice president of sales and marketing position.
Nissan introduced the Titan in the 2004 model year and there hasn’t been much else to talk about since then. Sales are slow and the brand hasn’t made much of an effort to pit it against the Ram line, F-Series or other Detroit 3 workhorses.
Diaz worked at Chrysler for 24 years and could bring the right sort of marketing moxie to drive sales when Nissan launches its new truck.
Previous speculation suggests the new truck could come with three engine options instead of the single V8 currently offered. Still, Nissan has an uphill battle to fight with options like the EcoBoost F-150 and the Ram 1500 offering up to 25 mpg on the highway with the V6.
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