When an automaker makes much-needed changes to the design and amenities of an already great vehicle, consumers respond in a big way. The Nissan Frontier is a great example. The once-popular midsize truck had begun to lose its luster, with outdated designs and technology from the age of dinosaurs. Nissan spent some quality time in the drawing room and spawned tons of welcome updates for 2022.
Consumers responded, and the sales figures for Nissan Frontiers sold during the first and second quarters of 2022 demonstrate its popularity. But something happened over the summer that nearly cut those sales numbers in half. Could the redesigned Nissan Frontier already be losing momentum? Or is there something else contributing to the significant drop in sales?
Nissan Frontier updates received strong reviews
At the start of 2022, the Nissan Frontier looks unstoppable. It was a whole new generation for the truck, with updates both consumers and critics applauded. motor trend he called the exterior design update a “modernized” look. And the “full reset” also came with upgraded technology, hydraulic cab mounts, added sound insulation, and acoustic laminated glass. It was the theme of “out with the old and in with the new”, bringing the best features that today’s consumers crave.
In April, TFL truck shared that the Nissan Frontier had earned the coveted number two spot as the best-selling midsize pickup in the US. This rugged little pickup beat out the Ford Ranger, Chevy Colorado and GMC Canyon.
The reviews were great, backing up all the latest updates and the strong capabilities of this truck. Consumers took notice and started picking them up, with an average of nearly 7,000 trucks sold each month. That is, until around July, when sales took a nosedive.
Sales of the redesigned Nissan Frontier fell in the middle of the year
Sales figures, according to good car bad car analysis, showed more than 7,000 units sold in January, February and April. March saw the highest sales with 8,066 Nissan Frontiers sold. But those numbers wouldn’t hold up all year.
In July, Nissan Frontier sales dipped below 5,000 units and never seemed to recover. Nissan sold 4,340 Frontiers in July, 4,507 in August and 4,340 in September. And while those numbers were up from month-over-month results in 2021, it’s clear something must have happened to curb Frontier’s sales over the summer.
But what? Year-over-year comparisons show that the outdated version of the Nissan Frontier sold 60,697 units in 2021 and is only at 56,355 for 2022.
Speculations behind the drop in sales
Some sources point to the competition as the culprit behind the reduction in sales. The midsize truck segment has certainly become saturated. And it wasn’t that long ago that the only trucks in the running were the Ford Ranger, Toyota Tacoma, and Nissan Frontier. But then the new Chevy Colorado, GMC Canyon and Honda Ridgeline models burst onto the scene, grabbing consumers’ attention.
However, automotive news shared another issue affecting Nissan Frontier sales in the third and fourth quarters. Dealer inventory and supply problems caused delays. The nearly 23% drop in sales in the third quarter, as Nissan Division Vice President of Sales Judy Wheeler described, is now beginning to see “incremental improvements.”
Wheeler told Automotive News vehicle shipments to dealers are estimated to improve by 30%. And the automaker anticipates a rebound in sales, due to this improved offering, by Q1 2023.
There’s nothing wrong with the 2022 Nissan Frontier. And it’s certainly worth checking out if you haven’t seen the latest round of upgrades and upgrades yet. You’ll love the 310-hp 3.8-liter V6 engine. You’ll appreciate the options to choose extended cab or crew cab body styles.
And if you like MotorTrend, keep an eye out for the 4WD Pro-4X and RWD Pro-X off-road variations. But if you can’t get one of these trucks because your dealer doesn’t have them, you may have to wait a few months for the supply chain wrinkles for Nissan to work out.