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The newest buzz around the automotive industry has revolved around small trucks. The Ford Maverick and Hyundai Santa Cruz are trading blows in a matchup of compact, fuel-efficient compacts. The Chevy Colorado is fresh off a redesign, going head to head with the Toyota Tacoma and the soon-to-be refreshed Ford Ranger, which has plans for a full redesign for the 2024 model year.

However, one midsize truck got a ton of hype upon release last year; the Nissan Frontier. Before 2022, the Frontier was one of the longest-lasting generations in pickup truck history, with the D40 Frontier being produced from 2005 through 2021 with minimal changes. With the 2022 model, a bold, square body-inspired design was put into play and for a short amount of time, the Frontier was the hottest vehicle in the truck market. Has the hype for the Nissan Frontier come to a close?

A 2023 Nissan Frontier midsize truck sits on a rocky outcrop.
2023 Nissan Frontier | Nissan

2022 Nissan Frontier; a new generation

The Nissan Frontier was completely refreshed for the 2022 model year. According to Car and Driver, this new model was inspired in part by the extremely popular square-body Nissan pickups of the ’80s. This retro-inspired design is a new component of Nissan’s design language.

The base model for the new Nissan Frontier is the S King Cab model, which starts at $29,190. However, this base model truck is anything but a work truck with a standard push-button start, two USB ports,  cruise control, an 8-inch infotainment display, and a forward collision warning.

Every Nissan Frontier model comes standard with a 3.8L V6 engine which produces around 310 horsepower.

One year in, and sales are slipping…

Despite the hype surrounding the brand-new 2022 Nissan Frontier, sales are slipping in 2023. According to, only 16,926 Nissan Frontiers have been sold so far in 2023, compared to 22,406 units at this point last year. With nearly a 25% loss in sales from one year to the next, the excitement of this new Nissan could already be falling flat.

The Frontier is a great truck, and it puts Nissan back in the right direction. However, the Frontier may have some growing pains due to its predecessor’s long-running generation of over 16 years.

Many people, when they think of a Frontier, are still thinking about the old 2005 model from the previous generation. As more Frontiers get sold and more are spotted around in public, sales should continue to rise. Hopefully, this brand-new Nissan Frontier can grab the attention of would-be buyers who would have gone to a different brand for their midsize truck needs.


The Nissan Frontier Surpasses the Ford Ranger as Sales Dip