Nissan Motor Co. is looking to breathe new life into its wheezing full-size pickup truck by electrifying it with the help of a Detroit-based startup, according to people familiar with the matter.The Japanese automaker is considering buying a battery-electric powertrain from Hercules Electric Vehicles for its Titan pickup and sharing parts for the startup’s own truck in a prospective strategic partnership, said the people, who declined to be named.
The talks are ongoing and could still fall apart before a deal is signed, the people said. The two planned vehicles will join a crowded field of new electric trucks chasing an as-yet untested market for battery-powered haulers.
In addition to pickups from rival startups such as Amazon.com Inc.-backed Rivian Automotive Inc., more established automakers also are also rolling out all-electric trucks, including General Motors Co.’s GMC Hummer and another unnamed pickup, as well as an electrified version of Ford Motor Co.’s F-150. EV market leader Tesla Inc. plans to launch its Cybertruck late next year.
Nissan has been struggling to steady itself since the November 2018 arrest of its former Chairman Carlos Ghosn, and already sluggish sales in the U.S. have been hit hard by the Covid-19 pandemic. The brand has never fared well in the competitive U.S. full-size truck market, and demand for the Titan plunged 38% last year. The pickup’s sales are down another 24% to 19,403 this year through September, compared with 589,034 deliveries of the industry leading Ford F-Series, which fell 11% in the period.
Going electric may provide Nissan with a way to reposition Titan as a more environmentally friendly truck that can go bumper-to-bumper with battery-powered pickups from rivals.