Japanese automaker, Nissan, announced that their Titan and Titan XD pickup trucks will have a 5-year or 100,000-mile bumper-to-bumper warranty. This surpasses the industry standard of a 3-year or 36,000-mile warranty in the pickup truck sales sector.
For more than a decade, Nissan has been struggling in the full-size pickup market in America. In a research conducted by Autodata Corp., Japanese branded full-size pickups only accounted for 6% of the nearly 1.3 million trucks sold in the first seven months of this year. Nissan accumulated the lowest number of sales in the last month among major makers in the full-size category.
According to Phil O’Connor, Nissan’s U.S. Truck and Sport Utility Marketing Director, this announcement will shake up the market. “It is going to give buyers a reason to put Titan on their shopping list and give us a serious look,” he told Trucks.com. In a company statement, Nissan said that they want to acquire 5% of the market. This will require them to sell around 100,000 trucks annually.
“We know we are competing with some very long-standing brands, brands that customers have had relationships with for a very long time,” O’Connor said. He continues by stating that Nissan is a reliable brand. They just need to gain the attention of the customers since not a lot are familiar with the Titan brand.
This measure was pioneered by Hyundai back in 1998. Instead of abandoning the U.S. market, Hyundai rebooted with a longer warranty. According to Autodata, the company sold more than 760,000 vehicles and gained a 4.4% market share in the U.S. last year.
This is not the first time Nissan played the warranty card. The automaker introduced “America’s Best Commercial Van Warranty” in 2014 that covers 5 years and 100,000 miles as well. That move was made to demonstrate Nissan’s confidence in their vehicle lineup. The Japanese brand hopes for the same boost of sales for the Titan pickup trucks this time around.