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The position of Nissan CEO is beginning to look like an unenviable one. Following the drama with Carlos Ghosn, Nissan is on its third CEO. Ivan Espinoza took the helm on 1 April 2025 (no joke), and his survival plan for the Japanese brand includes some interesting decisions. Like most carmakers, Nissan had to rethink its electrification strategy. While the Nissan Leaf remains one of the most popular EV models in the US, it is not among the top five best-selling Nissans.
Nissan’s “e-Power” move
Nissan is also known to make decent trucks, and the latest strategy includes prioritizing PHEV models. Recently, the brand introduced the Frontier Pro PHEV. The model features a futuristic design and will be available in China and other export markets, but North America is not confirmed to be among them. If the Japanese carmaker wants to reclaim lost positions in the US market, there are a few problems.
Nissan will lean heavily on its e-Power architecture, which uses the internal-combustion engines as a generator for the high-voltage battery, which in turn powers the electric motors. The first of many e-Power models to arrive in the US will be the 2027 Nissan Rogue Hybrid. It will likely replace the current-generation Rogue Hybrid, which is a rebadged Mitsubishi Outlander PHEV.
Impressive on paper, but not feasible in the US
The Nissan Frontier Pro PHEV is impressive on paper, but this may not be enough to sway US buyers should the company decide to manufacture it in one of its North America plants. The 1.5-liter, turbocharged inline-four can also send power to the wheels in certain driving modes, but in purely electric mode, the pickup truck can drive approximately 84 miles (134 km).
The combined system output is 402 horsepower and 590 pound-feet. The system works with a 4DHT, four-speed hybrid transmission. Nissan calls the system a parallel plug-in hybrid, since the truck is capable of using the engine to power the wheels as well as rely purely on the electric motor for propulsion. While it may sound impressive, there are a few glaring issues with making a truck like this for the US market.
Small-displacement trucks are not popular in the US
Many truck owners are frowning upon Toyota’s new Tacoma for having a 2.4-liter turbo-four instead of the old V-6, so imagine what they’ll think of a pickup truck that comes with a 1.5-liter turbo-four engine.
Moreover, American truck buyers value functionality over eco-friendly technology and all-electric range. Making a PHEV truck is dropping the plot. The majority of trucks still sold in the US feature engines with a displacement of 3.4 liters or more, and this includes hybrid models like the Toyota Tundra.
Truck owners have accepted that poor MPG is an inevitable part of the ownership experience, especially when you are towing. A mild-hybrid or a full-hybrid powertrain makes much more sense for a rugged workhorse than a PHEV that would need to be plugged into the grid.
The 25-percent Chicken tax
Another reason Nissan’s PHEV truck won’t be feasible in the US is the “Chicken tax”, which hits light trucks (including pickup, vans and SUVs) with 25 percent of the vehicle’s total value plus the transport costs. Nissan has three US-based plants, but in order to build the new truck here, one of them would need restructuring of the production lines - expensive.
Nissan already has a competitive truck in the US
The current Nissan Frontier has been around since 2022, and depending on how you look at it, it offers better value for money than the Toyota Tacoma. A normally-aspirated VQ38 V-6, superior towing capacity, and fuel mileage not much worse than the Tacoma, at a lower cost, make the Frontier a capable midsize truck for US buyers.
While there are reasons why the Nissan Frontier Pro PHEV might be great, I think US buyers may not be ready. Currently, PHEV trucks are few and far between in the US, and aren’t selling well. Would you consider a plug-in hybrid truck for your needs? I am curious to learn what you think, so feel free to hit the comment section below.
Dimitar Angelov's automotive interests made him an expert in a wide variety of vehicles. Over 10 years of experience make him an expert in creating car content. Japanese brands like Toyota and Nissan are closest to his heart, but he is especially passionate about performance cars. Dimitar Angelov's car passion and knack for the written word led him to complete a Master of Arts in Media and Communications, and classic car restoration. Dim is happy to get behind the wheel of any car and share his impressions. You can follow Dimitar on X, LinkedIn, Instagram, and Facebook.
Image source: Nissan Frontier Pro PHEV
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