Slow Sales for Nissan’s Midsize Truck
The Nissan Frontier is a staple in the midsize truck market, rivaling nameplates like the Ford Ranger and Toyota Tacoma – maybe even the Ram Dakota in the future. However, its momentum is fading in America. Through the end of June, Nissan sold just over 30,000 Frontiers, which represents a 23% decline compared to the same period in 2024.
With that slowdown, we expect Nissan to be cautious about its pricing strategy, and true enough, it does. For 2026, the Frontier sees only a modest increase of $100 across most trims, while the destination charge rises by $175. A base Frontier S King Cab 4x2 now starts at $32,150 before fees.
That restrained approach makes sense given what is happening on dealer lots. Inventory for 2025 Frontiers remains high, and many of those trucks are listed with significant discounts. For buyers, that means the question is less about what the 2026 model costs on paper and more about what kind of deal can be had on a 2025 sitting on inventory listings.
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2025 Inventory Discounts Are Steep
Real-world pricing paints a very different picture from Nissan’s official MSRP. On Cars.com, 2025 Frontier PRO-4X models are listed as low as $36,065, reflecting average discounts of $8,000 to $9,000 off sticker. The rear-drive PRO-X shows similar cuts, with some examples dropping to $32,979. Even the entry-level Frontier S has been heavily discounted, dipping to $27,040 – roughly $5,000 below MSRP.
Mid-range SV trims, often the volume sellers, show typical discounts of $5,000 to $6,000, while the now-discontinued SL has reductions closer to $6,000 to $7,000. The scale of these discounts means a shopper today can buy a PRO-4X, normally the flagship of the lineup, for about the same money as a mid-grade rival like the Toyota Tacoma SR5 or Honda Ridgeline Sport.
These markdowns highlight a gap between Nissan’s official pricing strategy and the real-world market. Dealers are signaling slow-moving stock, which explains why Nissan chose not to increase prices significantly for 2026.
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What’s New for 2026
For buyers who stick with the discounted 2025 models, some features will be left on the table. The 2026 Frontier adds a new drive mode selector with Rock, Sand, On-Road, Mud, and Hill Descent Control settings.
PRO trims gain more standard equipment, including heated seats, a heated steering wheel, and remote engine start. Both SV and PRO models now include an eight-way power driver seat, while even the base S comes with LED headlights. SV buyers can also option an All-Weather Package that brings heated leather touches and dual-zone climate control.
On the cosmetic side, a new Dark Armor Package brings black wheels, a darkened grille, and blacked-out interior trim. Nissan has also partnered with Roush Performance for an exclusive Frontier PRO-4X R build, featuring a lift kit and unique styling cues.
The improvements add some value, but given the thousands in savings available on 2025 models, the new features may not be enough to sway budget-conscious buyers.
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This story was originally reported by Autoblog on Aug 24, 2025, where it first appeared in the News section. Add Autoblog as a Preferred Source by clicking here.
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