Nissan is making bold moves in its pickup truck segment, notably by discontinuing the Titan for the 2024 model year. The automaker’s future in the truck market appears to be firmly rooted in electrification, as confirmed by high-ranking executive Ivan Espinosa.
Espinosa, who holds the position of Nissan Motor Company’s global product strategy and product planning boss, expressed the company’s commitment to invest in the truck segment, signaling a strategic shift. However, the question of how this evolution will occur remains a topic of internal discussion. The ultimate destination is clear: electrifying the truck.
When Espinosa speaks of electrification, it remains uncertain whether this entails a fully electric vehicle (EV) or a hybrid powertrain. Recent developments in the automotive world, such as Honda’s Prelude Concept, initially believed to be an EV but later clarified as a hybrid, underscore the versatility of electrification approaches.
During a media roundtable at the Japan Mobility Show, Espinosa hinted that the electrified truck would follow the introduction of EV offerings in more prominent segments like SUVs. He noted that the pickup truck’s electrification might be scheduled for a later phase.
There are conflicting reports about Nissan’s electrified truck strategy. One suggests a mid-sized pickup with a fully electric powertrain, potentially offering an alternative to the Frontier. Another scenario envisions the next-generation Frontier as an EV, with a potential launch around the 2030 model year.
Nissan is already gearing up its Canton Vehicle Assembly Plant in Mississippi for EV production, a facility currently responsible for producing the Frontier, Titan, and Altima. In 2021, Nissan introduced various concepts, including the Surf Out electric pickup, showcasing the automaker’s exploration of what a mid-sized EV in this segment might resemble. While production models may not feature some of the concept’s imaginative elements, this move indicates Nissan’s readiness to embrace electrification in the truck segment.
As Nissan paves the way for electrification, the 2024 Frontier model introduces a retro-inspired Hardbody Edition. This variant, based on the SV 4×4 trim, incorporates elements like a style bar for the bed, an aluminum skid plate, black fender cladding, and mud flaps. The exterior design adopts a predominantly black theme, while the cabin boasts leather upholstery and heated front seats. Powering the 2024 Frontier is a 3.8-liter V6 generating 310 horsepower, mated to a nine-speed automatic transmission, reflecting Nissan’s ongoing commitment to innovation and evolution in the pickup truck market.
