2017 Nissan TITAN: Getting the Message Across
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BAIE ST-PAUL, Quebec – Often times, on these product launch events, we are taken to areas that are in one way or another related to the vehicle; for example, a racetrack for a Porsche or downtown Seattle for the smart fortwo. At first, I couldn’t correlate rural Quebec and the Nissan TITAN, but then it was explained to me.
La Belle Province is well known for its affinity for small cars, but I discovered that even if that remains true, full-size trucks actually outsell subcompact cars. In fact, this is the current case across the country. There are a number of explanations for this and one is the increasing quality of these trucks, to go along with their seemingly limitless capabilities.
Nissan is hungry. Their sales are up 4.8% year-to-year, but there’s always room to grow. Or at least, this is what Nissan believes when it comes to big trucks. With the arrival of the new TITAN, alongside the TITAN XD, Nissan expects to match and surpass the results of the last full year of sales, in other words 3600 units. To put the numbers in perspective, GM and Ram deliver about 80,000 new trucks each a year while Ford, a whopping 140,000. Nissan figures that if it plays its cards right, it’ll gnaw away at the undecided buyers.
The trick is…
Truck people buy an F-150 or a Sierra, not a pickup, like we buy Starbucks and not coffee. They don’t shop; they just go to the dealer. Competition is fierce and it almost seems futile for Nissan to invest so much effort into a semi-losing proposition. In Canada, I’d be surprised if they ever sell 10,000 units but if they do, it’ll be because of the media, advertising and more importantly, y’all truck people giving the TITAN a truckin’ chance.
If you mosey on over to a Nissan dealer with an open mind and take a TITAN for spin, a great many things will surprise you.
Faceoff
I’ll not sugar-coat it; the 2017 Nissan TITAN doesn’t exactly have the prettiest face. Between the Big Three, the Tundra and the TITAN, I’d have to say it’s not prettier than the Toyota, if not less. Be that as it may, the remainder of the outer shell is more than satisfactory.
Both the regular TITAN and the TITAN XD have similar fasciae; however, they are unique to one another, as mounting points for bumper and grille are different, while the XD’s hood is taller to make room for the Cummins turbo-diesel engine. Everything else is identical, cab size and positioning, save for bed lengths, the regular TITAN being at 5’5” while the XD’s is at 6’5”. An eight-foot bed is available with the single cab and King Cab configurations.
Of the various trims, the Pro-4X is by far the more attractive. On the regular TITAN, ground clearance increases by 20 mm and adds wheels, tires, decals and attitude. The XD’s ride height is unchanged regardless of trim.
Indoors
The Titans have a lovely cabin, simply put. Nissan was careful when they crafted the truck’s environment knowing full well that this has become a very important criterion for the buyer that spends an inordinate amount of time indoors.
Materials, fit and finish are very good, especially in higher trims. However, even a regular TITAN SV is appreciably well assembled. This is true for the crew cab configurations. The workingman single cab (set to arrive in dealerships in about 30 days) and King Cab versions were not on hand for evaluation but again, assume something nice.
Relatedly, Nissan invested heavily in controlling NVH. They did so by using sophisticated hydraulic cab mounts, laminated glass, and more sound deadening efforts throughout. The result is a new TITAN that is very quiet, even at higher speeds, and a comforting isolated feel from the road. It compares positively with the GM twins that are the most refined in the segment.
Power for all
For the moment, buyers of the new regular 2017 Nissan TITAN have no other choice than to settle for the revised 5.6L Endurance V8. A number of elements related to the engine have been tweaked, upping power to 390 horsepower (from 317) and 394 lb.-ft. of torque. In the process, fuel economy ratings have improved on paper, but the fact of the matter is that good fuel economy is not the truck’s forte. The goal was the flattest possible torque curve, which was achieved with both engines.
A seven-speed automatic transmission works the 5.6L V8 and it does so with confidence. It dispatches the power with authority and never seems overwhelmed by the task at hand. One exercise involved hauling over 700 lbs. of apples in the bed and the powertrain made short work of it.
The 5.0L Cummins turbo-diesel V8 is the kicker. Much has been said about its abilities and they remain impressive. The engine, mated to a six-speed Aisin gearbox, pulled a 9,000-lb. trailer up a steep hill without breaking a sweat. I purposefully downshifted at one point and held the throttle steady, forcing a sustained 28 lbs. of boost for a few minutes as we climbed—fuel consumption jumped, but all else faired more than well.
There is a notable difference when the 5.6L is labouring under the regular TITAN’s bonnet versus the XD. Even so, both TITANs are not quick—the name of the game is efficiency.
Good ride
The overall driving experience is better than one expects. The TITANs feel heavy and solid on top of being quiet. Ride comfort is top-notch and matches that of the GMs, once more tops in the segment.
The new, regular 2017 Nissan TITAN has a revised suspension and retuned rack and pinion hydraulic steering over the outgoing model. By comparison to the old, the drive is nearly sporty, more so when judged against the XD. Because of its size, the XD’s steering is done via a recirculating ball system that requires more attention. Brakes are powerful with good pedal feel in the regular TITAN, a little spongier in the XD.
As frames are different, suspension, differentials and even wheels lugs are not shared. The regular TITAN’s drive is cosseting compared to the XD. Its ride comfort, handling and power make it a compelling option for those that need capability beyond a compact truck but without sacrificing true “truckness” (size, capability).
About capability
The TITANs will fulfill most hauling and towing needs. Nissan figures that the full line will meet roughly 85% of the truck buyer’s needs. Heavy and Super Duty truck sales are declining, creating a perfect opportunity for the XD to shine.
The small TITAN, which will be the volume leader with three-quarters of all sales, is the true gem. Its only failing at the moment could be its $45,000 starting price. The arrival of the V6 early next year will see that amount drop.
Both TITANs can be equipped with a number of useful features. They include LED bed rail lamps, the TITAN boxes, integrated gooseneck hitch (XD only) and rear underseat storage.
Nissan has overlooked nothing
Nissan’s trucks have had their aerodynamics worked on to reduce drag. They include tons of towing and driving aids, all of the latest communication and infotainment technology.
Pricing and incentives will likely be the truck’s biggest hurdle. We’ll have to wait and see when Nissan begins that adventure. The bottom line is that the TITAN is as good overall as any of the Big Three’s offerings and you’ll discover that on your own should you mosey. Whether you buy one or not is up to you.
