2017 Nissan TITAN: Giving it All Nissan’s Got

Marketing a new product is far more difficult than we all think. We imagine that drafting a strategic plan, printing a few posters and shooting a commercial to be something anyone can do. We’re all wrong. It’s way more complex than that.

Do you know what’s an even more daunting task than launching a new product? Re-introducing an existing nameplate, an honestly previously marginal one at that, in the most challenging, hotly contested and ferocious segment of them all: the full-size pickup category.

• Also: 2017 Nissan TITAN: All that’s Left is to Find Buyers
• Also: 2017 Nissan TITAN: Getting the Message Across

Nissan’s been pouring it on with the second-generation TITAN since it made its world debut at the 2015 North American International Auto Show and there are no signs that the campaign will be slowing down anytime soon. First, there was the XD, then the regular TITAN and now, all of the above.

In an effort to make the automotive media get the word out about the “large compact” and “full-size and a half” TITANs, Nissan is taking us north of Quebec City, to the beautiful Charlevoix region, to experience the many facets and capabilities of the Japanese brand’s alternative to the Ford F-150, Ram 1500 and Chevrolet Silverado/GMC Sierra cousins.

I’ve already towed with the impressively powerful 5.0L Cummins diesel, but have yet to get acquainted with the 420-horsepower, 5.6L gasoline V8. My expectations are high and you’ll be able to read about my impressions here in a few days.