About 12 years ago, I ran terras on my Tundra because that's back when Nitto was a "value" alternative.
You could get like 95% of the performance of a premium brand (like Goodyear or BFG or Michelin) at about 70% of the cost.
That meant even if you had to replace them more often, you were still either coming out slightly ahead or breakeven. And in the event you had to replace a damaged tire (without warranty or road hazard claim) you were DEFINITELY ahead.
Seems times have changed. Nitto's pricing is no longer that much different in some segments.
I just bought K02's as an upgrade to the OEM Duelers that came on my offroad. I looked at every tire imaginable. I eliminated Terras simply because they were nearly the same cost and the reviews I saw warned against less than optimal wearing/tread life.
There are still some "value" options available in the AT segment, but I'm not sure Nitto is one of them.
In other segments, they're still a value buy. The high performance dry market for sports cars for example. You can buy a Nitto at 60% of the cost of an expensive Michelin or Goodyear and get most of the performance and ride them nearly as long (if not longer).
The last set of tires I bought for my old 4Runner was a set of Rugged Terrains and they were awesome. Still on the 4Runner when I traded it in. But I scooped them up on special (crazy discount).
