For years, the “chicken tax” has been an outdated import tariff imposed by the United States on European vehicle manufacturers of light-duty pick-up trucks. It’s largely kept BMW and Mercedes and many other producers from making a real competitor to GMC, Chevy, and Ford – the industry leaders of pick-up truck manufacturing. However, in this most recent North American International Auto Show in Detroit, the 2016 line-up for Japanese manufacturers – namely Nissan and Toyota – seem to show an increased pressure to beat out their American counterparts in the light-duty department.
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The real question – do they stand a chance of actually doing it? Below we see an older model 2008 Nissan Titan 2WD go head-to-head with a much newer 2012 6.2 L Ford Raptor. The race, set against the backdrop of a dry lake basin somewhere in Southern California, highlights how Japanese manufacturers have managed to fight their way into the competition.
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Battle of the Light-Duty Pick-up – Titan Versus Titan
In the United States, we expect a lot out of our pick-up trucks. The Ford Raptor is a great example of what happens when industry leaders finally listen to what the consumer demands – fast speeds, great handling, and upgradeable options for a variety of uses. We want to take our trucks through treacherous mountain passes, deep mud bogs, and still haul out our fellow neighbor when he gets stuck. Can a Nissan Titan really deliver in those departments? Well, if this is any indication – Nissan is beginning to get close. And with the new 2016 line-up expected to feature engine improvements for greater handling and performance, perhaps the Ford Raptor now has some serious competition. The new Nissan Titan series has two different frame sizes.
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We’ll consider the premier XD model which is looking to usurp such greats as the Chevy Silverado and Ford F-350. Those are certainly big shoes to fill in the half-ton truck
We’ll consider the premier XD model which is looking to usurp such greats as the Chevy Silverado and Ford F-350. Those are certainly big shoes to fill in the half-ton truck category. Starting with a 5.0 L Cummins V8 turbo-charged diesel engine that can put out 310 hp and 555 lb ft of torque, Nissan is already looking to incorporate the best parts of American design – reliable and powerful turbo-charged diesel engines. While previous models of the Nissan Titan didn’t offer a lot in terms of choices, the new 2016 line-up is promising just that – consumer driven options. For the superficial details, it can offer three different cab configurations and five different trim levels. The maximum tow rating for the new Titan is somewhere in the 12,000 lb territory. Payload is ball parked at above 2,000 lbs.
The safety features for this truck are really what sets it apart. Surround view cameras and blind spot warning signals are just some of the new safety options with sonar based crash sensors to the front and rear of the vehicle. This means more reliable handling and safer transport in its target deployment region: light-to-medium construction and lumber. And it’s about time! The Nissan Titan has not been in great demand since it emerged on the market over ten years ago. Americans, suspicious of foreign manufacturers entering into the light-duty pick-up categories, tentatively kept it at arm’s length. Nissan is hoping to change all that with a new design and new features that will put it up into the ranks of its top American competitors.
How Does It Stack Up Against the Ford Raptor?
The Ford F-150 Raptor emerged on the scene in 2006 with a brand new redesign from the traditional Ford look. But it was well more than simply the exterior – this was a truck designed from the wheelbase up to tackle a range of issues. From tight handling to great suspension, the Ford F-150 Raptor really looked to corner the market on high performance light-duty pick-up options. Where it really deviates from the pack is the Ford line-up of EcoBoost V6 engines. These are unleaded fuel-centric engines designed to supplant the traditional norm of a powerful V8. EcoBoost is the reimagined next step and runs akimbo from the “bigger is better” mindset. However, when equipped with a 6.2 L V8 SOHC 16-valve gasoline engine, it easily racks out 411 hp at 5500 rpm. In terms of torque, it produces 434 ft lbs at 4500 rpm and has a rated tow capacity of 12,200 lbs and 1,030 lb payload. Already we can see, from the outset, that the Ford F-150 specs for a lighter truck are already still meeting the challenge that the Titan is hoping to present.
Price Point of the Raptor Versus the Titan
The Raptor, arguably a much smaller, more agile and somewhat just as powerful light-duty truck already has a history of great performance and reliability. The Nissan Titan, however, hasn’t been tried through those same conditions enough to build consensus. But when it comes down to sticker value, the greatest difference is readily seen. A 2014 Ford Raptor, fresh off the line, can average anywhere around $45,000 MSRP. Weigh this against the 2014 Nissan Titan SV King Cab which retails around $32,000 MSRP and now it’s plain to see where Nissan is taking aim. For decades, American construction and lumber companies have relied upon American truck manufacturers to produce cheap, relatively efficient and strong light-duty pick-ups for field operations. The problem is that without real outside alternatives, Ford, Chevy, and Dodge largely got greedy in terms of cost for performance. Where Nissan is really hoping to make a dent in American pick-up markets is the business owner who has to outfit his fleet every so many years. And with both Toyota and Nissan offering arguably the same capabilities at a fraction of the cost – American pick-up manufacturers may be in trouble.
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