Our view: 2004 Nissan Titan

Maybe Nissan just felt left out. Maybe it felt a little lonesome. Maybe all of it was just a matter of being the last guy in and wanting a chance to do it right.

Whatever the case, the Japanese automaker has taken the dive and done the plunge, producing its first entry in the full-size pickup truck market.

Welcome to another half-ton player in a very crowded truck market. Welcome to a titanic effort in something called the Nissan Titan. Beware, Detroit. Not until now has a Japanese manufacturer taken on the full-size Big Three truck market with such size, ambition, focus and mission.

Don’t think Nissan’s serious? Does a new $1.4 billion plant in Canton, Miss., say enough?

Don’t think the competition has noticed? Ford spent plenty of time talking about Nissan at its recent F-150 introduction.

Don’t think there’s something to this new entry? Think again.

In the 2004 Titan, Nissan is unveiling enough interesting features, rugged design cues and aggressive pull under the hood to change everyone’s impression of Nissan’s place in the market. It’s all by design.

“There hasn’t been much pickup design innovation for a number of years, and for many owners there hasn’t been much need,” said Tom Semple, president of Nissan Design Development. “Yet we heard from buyers, especially those somewhat younger than the truck segment average, that they wanted a bolder, more expressive exterior, something more adventurous.”

Semple’s tough talk isn’t surprising. He knows it will be difficult to pull buyers away from the Silverados, F-150s and Ram trucks of the world. Truck buyers are like NASCAR fans – loyal right down to the engine block. So in designing the Titan, the thinking was simple: Take the best that Detroit does and make it better.

Nissan’s not quite there yet. But it’s trying.

First off, everything about the Titan screams big and bold. From the ground up, the new full-size truck, on sale later this year, is built on a new platform dubbed the ZW, which will also lead to a new Frontier/Xterra down the road.

From the outside, it is all about rugged, mimicking the dimensions and attitude of the Ram, Silverado and F-150, except leaner and just as mean.

From the exhaust pipe it’s meant to sound like the baddest truck on the block – capable of revving and roaring like a fine-tuned sports car, yet meaty enough at low speeds to make sure everyone in the neighborhood can hear you coming.

From the gas pedal it’s meant to be a rush. Like the Silverado, Nissan went for strong throttle response and engine power off the stoplight. That’s what the young drivers want, isn’t it? Hammer the pedal, snap a neck and beat the competition off the line. It will come close. The Titan does 0 to 60 mph in around seven seconds and comes with all the guts and glory from an all-aluminum 300-plus horsepower, 5.6-liter Endurance V-8 engine.

Making it all seamless is a five-speed automatic that, Nissan says, delivers more than 90 percent of its beefy torque (nearly 400 pound-feet) from about 2,500 rpm. What does that mean in everyday English? Lots of pull, lots of push, lots of fun. Nissan’s already done a good job of teaming it with smooth shift transitions and good kickdown response.

But what do truck owners – real truck owners – really crave? Towing ability. And in that way, the Titan pulls through. It’s capable of towing up to 9,400 pounds when appropriately equipped – nearly best in its class. That’s more than enough to take care of all the outdoor chores. Titans will also come with a shift-on-the-fly, part-time four-wheel-drive transfer case that will employ an electronic torque-transfer system for maximum grip.

Underneath, beefy control arms and dual-stage leaf springs mean you won’t find the Titan rocking and rolling around turns. Nissan planned on a flat ride with body motions that are well controlled. No dips and doodles. Not too many ups or downs.

Rack-and-pinion steering isolated from the body with three rubber mounts keeps the steering sharp and precise.

Inside, Nissan says you can fit all of your helpers. The Titan comes with a standard four-door cab with wide-opening rear doors for easier access. In King Cab versions there are two full-hinged front doors paired with two rear-hinged rear doors that swing 180 degrees – a real opening in the world of trucks. With a flat floor and minimal intrusion from the rear, tall people can be easily accommodated in the front or back of the Crew (full four-door) or King cab – enough room that is best in the class. That means as many as five friends will fit with front or rear leg room that is practically identical.

Don’t want to bring anyone along? The rear seats fold up against the bulkhead, expanding the rear room to massive lengths inside. And inside, there’s a lot to like, including bench or bucket seats, adjustable pedals, a DVD navigation and entertainment system.

Everything is ringed in an aggressive aluminum trim with hard edges and much of that angular styling that has become a trademark in vehicles of late. It fits the theme – bold.

On safety, the Titan comes with four-wheel discs with ABS as well as supplemental safety systems such as side and curtain air bags and rear-proximity sensors.

On options, the Titan will offer plenty, including a Utility Bed package that offers a tie-down system that will accommodate accessories such as a planned sliding toolbox, dividers and cleats for tying down cargo. There’s also special bed lighting, a factory-supplied bed liner and a side-storage bin in the 4×8 bed behind the driver’s-side rear wheel that is protected against the elements and locks and unlocks with the ignition key.

All added together, it looks like a formidable player, a comer and maybe a winner, especially with a competitively priced $27,500 in base models.

Something for everyone maybe? Almost. No eight-foot box, regular cab or work trucks are planned. But if Nissan sells its goal this year (it is making 100,000 Titans), expect more options in the future.

Let’s face it, if you’re going to come to the party last, you might as well aim for first. Nissan’s trying.

2004 Nissan Titan

Rating: 3

High gear: With a beefy powertrain, good towing ability, a wide variety of styles and cabs and a long list of option equipment, the first Nissan half-ton will try to draw buyers away from the big boys.

Low gear: No eight-foot box, regular cab or work-truck versions are planned. No manual is offered. Brand loyalty will be a huge obstacle, especially in the truck segment.

Vehicle type: Rear- or four-wheel-drive, front-engine, four-door, five-passenger truck.

Key standard equipment: Bench seating; five-speed automatic transmission; cloth interior; tilt steering; AM/FM/CD stereo; climate control; driver and passenger front system air bags; anti-theft system; four-wheel disc brakes; folding rear seats; remote power locks and mirrors; power windows; anti-lock brakes.

Key competition: Ford F-150, Chevrolet Silverado, Dodge Ram

Base engine (estimated): 300 horsepower, DOHC 32-valve, aluminum V-8

Torque (estimated): 375 lbs-ft. @ 3,000 rpm

Wheelbase: 139.8 inches

Length: 224.2 inches

MPG rating: 15 city/19 highway

Manufactured: Canton, Miss.

Warranty: Basic warranty is three years/36,000 miles; drivetrain is five years/60,000 miles; roadside assistance is three years/36,000 miles; and rust is five years/unlimited miles.

Base price (estimated: $27,500

Price as tested (including options, destination and delivery): $27,500