The 2023 Nissan Frontier stands as a robust truck facing new competition from various midsize pickups. To secure its position, Nissan could emphasize its traditional, vintage truck essence by introducing the retro styling packages it developed but never released.
During the truck’s earlier days, Nissan showcased concepts featuring custom designs that could potentially be part of its exclusive lineup. Some designs were inspired by classic Nissan and Datsun pickups, particularly Project 72X and Project Hardbody, paying homage to the Datsun 720 and D21 Hardbody trucks respectively.
The standout features of the 72X concept were its white steel wheels and sports bar, reminiscent of 1980s trucks. In contrast, the reimagined Hardbody boasted custom triangular alloy wheels, classic graphics, and a spare tire mounted on the bed. Implementing these designs as option packages could enhance the Frontier’s appeal, especially given its limited wheel variety.
Surprisingly, despite their potential, Nissan has made no progress with these concepts, as highlighted by Cody Vella on Twitter. The current market presents an opportunity to capitalize on truck enthusiasts’ nostalgia, with several dealers successfully offering retro styling packages. Even without replicating Nissan’s show trucks completely, Jeep’s Jurassic Park sticker kit demonstrates the profitability of embracing nostalgia. Including the triangular wheels would further enhance the package, even if released in limited quantities at a premium price.
Furthermore, these designs align with the Frontier’s essence, establishing a connection between the truck and its heritage. It maintains its status as a compact, traditional pickup, in line with Nissan’s esteemed vehicle lineup. While Toyota explores nostalgic elements with the 2024 Land Cruiser, Nissan, in contrast, appears late to the party in capitalizing on the trend… and it truly did not need to be this way.
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