AutoNews uses both “everyday” and “lifestyle” in its article.
But my point remains: trying to sell Titan on its safety electronics and convenience features is not going to get Nissan anywhere.
Building demand is an additive process: first the automaker has to establish a solid reputation in those areas that generate the greatest interest in the category. We call these foundational elements because they provide the foundation on which to build sustainable demand. For pickups, these foundational elements are toughness, durability and capability. After that, the automaker can continue growing demand by adding other things, like comfort, safety, efficiency and convenience. We normally call these secondary elements aspirational, because they serve primarily to justify the price premium but not to establish sustainable demand.
Ram got where it is by focusing on the foundational elements (toughness, durability and capability) very gradually but deliberately for the first 25 years of its existence, and then adding the aspirational elements (styling, comfort, convenience and efficiency). DT represents a leap forward in terms of adding aspiration, but the foundation had to be there first for it all to work.
I had Nissan as a client for many years: it does not have the patience to stick to a plan and is constantly looking for a shortcut.
The issue is that Titan hasn’t even established a solid reputation in the foundational dimensions. Now, smelling a white space, Nissan is swapping tactics by going after the aspirational elements. Nissan will find in a year‘s time that its new tactic isn’t working either.