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Nissan’s compact off-road vehicle, the Xterra, may be poised for a revival. The SUV was discontinued in 2015 due to a drop in sales, poor fuel efficiency, and Nissan’s reluctance to modernize it to meet current safety and emissions regulations. Although it struggled to compete with higher-selling models like the more conventional Rogue and Murano, the rugged Xterra attracted a dedicated group of off-road fans looking for an alternative to the Wrangler.
In an interview with WardsAuto, Michael Bunce, Nissan North America’s senior vice president of product planning, shared promising news for the fans of the Xterra. When asked about the potential launch of a V6 Titan—still uncertain—Bunce stated that Nissan is closely examining re-entering the off-road SUV market.
“Our research indicates that Millennial men are becoming increasingly isolated through digital devices,” Bunce explained to WardsAuto. “They are seeking ways to reconnect with friends, family, and nature. Vehicles serve as a means for that kind of expression. We’re delving deeply into this market to understand our customers better.”
Marketers seem to fixate on the notion that Millennials have a strong passion for camping. Whether or not this is accurate, the popularity of SUVs and crossovers continues to rise, with no sign of a downturn in sight. Exciting new concepts like the Toyota FT-AC and FT-4X, along with the revamped JL Jeep Wrangler, are generating significant buzz. Additionally, the Ford Bronco is making a comeback, although details about its features remain scant; however, fans are hopeful it retains elements of the beloved classic.
While the Xterra may have drawn some inspiration from the Wrangler, it was a genuinely capable off-road vehicle. Moreover, driving an Xterra can also lead to meeting new people. With the recent confirmation of a new Frontier pickup truck from Nissan, the addition of an SUV variant based on this model would be an exciting enhancement to the brand’s offerings.
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