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Here’s Nissan’s Strategic Plan For New-Generation Frontier

The next-generation Nissan Frontier will be a big hit with mid-size truck buyers and the Japanese automaker has a plan when it arrives.

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The Nissan Frontier is a dark horse in the popular mid-size pickup competition. It is outsold by the Toyota Tacoma, Chevy Colorado, GMC Canyon, and Honda Ridgeline. When the new-generation Frontier arrives, things could change and it should prove itself worthy competition to the top-selling Toyota Tacoma.

Nissan recognizes the need for its mid-size model to be known. The Japanese auto giant, who is now the #1 automaker in the world, has a strategy that should work in favor of the new-generation Frontier.

According to a report by, Nissan will manage key markets for the Frontier and big brother Titan’s introduction. This marketing strategy involves key U.S. cities as the focus as the brand tries to get the attention of truck buyers. Of course the four cities will be markets where trucks are king in Texas and the west. The focus cities will be Dallas, Houston, Phoenix and Salt Lake City.

Nissan’s plan is to start slow, evaluate interest in Titan and Frontier in Texas and the west before launching in six more U.S. cities before going nationwide. Nissan is a big ship in the auto industry, they are trying to develop their truck division around the globe, and it’s not a quick or easy process. Nissan’s Rogue is now launched and it’s the #1 non-pickup selling vehicle category in the U.S., and the Titan and Frontier will be next on the companies marketing radar.

Frontier is getting a complete makeover soon, and a new 2.8-liter Cummins turbo diesel variant could be coming too. The next-generation Frontier will be a bigger player with Toyota Tacoma, Chevy Colorado, GMC Canyon and Honda Ridgeline, and Nissan has a plan to roll it out.

Photo credit: Nissan UK (Nivara pickup)

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