When Nissan introduced its large Titan pickup truck in the United States and Toyota introduced the Tundra, each thought they would sell around 200,000 vehicles per year and had planned capacity for hundreds of thousands more because of the huge U.S. market potential. After all, the big three American manufacturers averaged sales of almost 2 million trucks per year in this market. But the two Japanese companies missed their sales goals by a wide margin. In a small group, discuss potential reasons for the dismal sales of the Titan and the Tundra in the U.S. market segment.

(AACSB: Communication; Refl ective Thinking)

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