How Did Nissan Double Its Frontier Pickup Truck Sales?

Nissan has managed to double sales of its Frontier pickup truck in just one year. The automaker launched an all-new generation of its midsize Toyota Tacoma competitor, and truck buyers loved it. Nissan has doubled its Frontier sales, up to 22,000 units a quarter.

During Quarter One of 2021, Nissan only sold 10,781 midsize Frontier pickup trucks. But after a full redesign, that number has doubled, with 22,406Frontiers sold in Q1 2022. That ties the new Toyota Tundra.

Nissan Frontier midsize pickup truck tackling an off-road trail.
2022 Nissan Frontier | Nissan

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The Toyota Tacoma is the king of the midsize pickup truck market. In Q1 2022, Toyota sold 53,182 Tacomas. But Nissan’s 22,406 Frontiers sold put it in second place. Chevrolet is close behind with 21,696 Colorado sales.

The Jeep Gladiator and Ford Ranger are neck-in-neck with just over 17,000 of each sold in Q1 2022. But with 17,912 Gladiators sold, Jeep eeks out a win over Ford. Finally, the GMC Canyon comes in last with 6,160 trucks sold.

Nissan’s global Frontier

Nissan Frontier Pro-4X 4x4 truck speeding through the woods.
2022 Nissan Frontier | Nissan

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Since 1997, Nissan has offered a midsize pickup truck called the Frontier in North America. But Nissan sells an identical pickup truck in other markets, badged as the Navara, NP300, Hardbody, or PickUp. By 2021, the Nissan Frontier’s sales lagged behind almost all other midsize trucks.

Nissan’s North American Frontier

Tan Nissan Frontier Pro-4X parked in a field with all four of its doors open.
2022 Nissan Frontier | Nissan

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Nissan knew it needed a big change to the Frontier lineup to stay competitive. So the automaker styled an all-new Frontier pickup truck exclusively for the North American market. This move actually worked and more than doubled the Frontier’s sales.

Interestingly, Nissan did not redesign the Frontier’s frame or engine. The 2022 Nissan Frontier still uses the 3.8-liter V6 from the final iteration of the truck’s previous generation. The engine makes 310 horsepower/281 lb-ft of torque and is paired with a nine-speed automatic.

Nissan also kept the old Frontier’s frame, but it did stretch the wheelbase by five inches and hang all-new suspension off of that frame. Layouts include the smaller, extended, “King Cab” or the larger Crew Cab. You can also order a five-foot or six-foot bed.

One thing Nissan did that obviously worked well was to give the new Frontier a full redesign. The resulting truck is similar in size to the Tacoma, but features the imposing large grille of a full-size truck.

Another thing Nissan did was to completely redesign the Frontier’s interior. The result offers a 7.0-inch driver display, an 8.0-inch touchscreen, and leather seats.

Finally, Nissan launched a flagship trim of the Frontier. The top-of-the-line Frontier is now the Pro-4X trim. It comes with lifted, stronger suspension and a locking rear differential, as well as visual upgrades and badging.

Whatever Nissan is doing is working. The latest Frontier is one of midsize pickup buyers’ favorite trucks of 2022. See TFL Truck’s review of the latest Nissan Frontier in the video below:

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