Toyota and Nissan haven’t made much of a dent in America’s booming pickup business of late, in part because they haven’t really tried. Nissan hasn’t overhauled its full-sized Titan pickup in 12 years. Toyota’s more popular midsized Tacoma has been largely unchanged for a decade.
The listlessness is evident in their sales. Titan sales in the U.S. dropped by almost half in the past five years. Last year, sales dipped below 13,000 in 2014—a volume appropriate for an exotic sports car, not a blue-collar truck. The Tacoma has been more resilient, but the model still doesn’t draw nearly as many buyers as it did in 2006, its peak year.