So let’s not kid ourselves…we only care about trucks or maybe SUVs…if they’re cool.
Nissan released its final number for both December and its full year 2018 results. Overall Nissan sales were up more than 7.5%but that didn’t offset earlier declines and overall ‘18 results were down some 6% from ‘17. This isn’t necessarily terrible given how strong the whole industry was in ‘17 and ‘18 truck results were what I’d call “acceptable”.
December was another exceptionally strong month for the Frontier, moving 7500 trucks bringing ‘18’s results to about 80,000. Given this is a now 13+ year old platform that showed a 7% growth over ‘17, Nissan execs have to be wondering why they would ever bother replacing it…Hell, why not introduce a new model and continue to market a down-contented “classic” Frontier as they have with the Rogue in the past?
The Titan? Oh the Titan…as an owner of a ‘17 Titan (and Frontier, and Pathfinder) I root for this truck but despite the money Nissan spent in developing it and what a quality truck it is—strong engine, good quality, good amenities, solid towing and cargo, good gas mileage, etc. Nissan just hasn’t seemed interested in promoting it outside of the occasional small sponsorship. People just truly don’t realize the value the truck is given its 100,000 mile warranty. And so…its December sales were only 4,600+ units bringing its ‘18 total to about 50,500 which is down from ‘17’s 53,000. There is just too much competition in this segment for Nissan to let it sit without major marketing backing.
So that’s it for the month and year…we’ll see what ‘19 brings…maybe the intro of the next Frontier?