Nissan’s entry in diesel market born at Idaho cattle ranch

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Inspiration for the next generation Nissan Titan came from one of the most unlikeliest of places – a cattle ranch near Boise, Idaho. 

Rich Miller, chief product specialist for the Nissan Titan, spent his summers on a 10,000 acre-ranch in the potato capital of the United States. 

Charged with shepherding Nissan’s efforts to make the Nex-Gen Titan pick-up, Miller is responsible for setting the specifications, features and positioning of the vehicle, and also setting the type of customer Nissan aims to attract.

Among the features of Nissan’s Nex-Gen Titan will be the company’s first foray into the diesel marketplace

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This summer, Miller took a team of Nissan Titan product planners and marketing professionals to his family’s ranch in Idaho, to give his colleagues the opportunity to see, feel, taste and breathe life in the wild West. The trip put the team on the trails, in the water, over the mountains and up close with the people who rely on trucks for their livelihood. 

Miller’s ranching background makes him the perfect man for the job. From the time he spent specializing in durability for the 1995 and 1997 Nissan Truck and the 1998 Nissan Frontier, to family friends proud that their 1997 Nissan Hardbody boasts 230,000 miles, tough Nissan trucks are in Miller’s blood.