Nissan recently unveiled a PHEV version of the Frontier Pro truck at the Shanghai Auto Show, generating interest from potential buyers. Market analysis firm AutoPacific conducted a survey revealing that nearly a third of Nissan truck buyers would consider a PHEV pickup truck from the brand. However, despite the positive response, Nissan has stated that the Frontier Pro PHEV will not be coming to the U.S.
The trend in the automotive industry seems to be shifting towards fully electric, large, and expensive pickup trucks. Manufacturers like Volkswagen have focused their efforts on electric pickups for the U.S. market, leaving behind smaller, more affordable EV options. However, the reception of the Nissan Frontier PHEV in China raises questions about the direction automakers are taking.
The sales performance of some of the larger EV pickup trucks, such as the Cybertruck and F-150 Lightning, has been lackluster. In contrast, research from AutoPacific suggests that there is a significant demand for electrified trucks, particularly in the mid-size segment. The survey found that 23% of future mid-size pickup truck buyers are interested in a PHEV option, compared to just 14% for exclusively electric powertrains.
Robby DeGraff, Manager of Product and Consumer Insights at AutoPacific, noted that interest in PHEV trucks increases to nearly a third of buyers when Nissan is specifically considered. This indicates a strong market potential for electrified trucks, especially in the mid-size category.
While Nissan has no plans to bring the Frontier Pro PHEV to North America, the success of similar models in other markets suggests a potential opportunity for the brand. The Slate pickup truck, with its 150-mile range and affordable price point, could appeal to a broader range of consumers looking for a practical and efficient truck option.
If Nissan and Slate find success with their smaller electrified trucks, it could influence other automakers to reevaluate their focus on large EV pickups. By offering more affordable and practical options, manufacturers could tap into a growing market segment seeking efficient and versatile vehicles.
In conclusion, the demand for PHEV trucks, particularly in the mid-size segment, highlights a shift in consumer preferences towards more practical and affordable electrified options. While Nissan’s decision not to bring the Frontier Pro PHEV to North America may be disappointing, the success of similar models in other markets suggests a promising future for electrified trucks in the automotive industry.