The EV revolution has brought numerous innovations and surprises. It has also seen the return of gas-powered veterans as electric powertrains take over the market. In line with upcoming regulations and pending laws, it is the smartest decision for manufacturers to maintain the legacy of their successful models. This is why we believe Nissan should turn the Hardbody into an electric vehicle (EV). The Hardbody is making a comeback in 2024 with an internal combustion engine (ICE) powertrain as a tribute to its iconic predecessor from the 1980s and 1990s.
In September 2023, Nissan teased the return of the 2024 Hardbody styling on the new Frontier. The production model shares many similarities with the Project Hardbody concept displayed at the 2022 Chicago auto show. The Hardbody package will only be available on the SV Crew Cab 4×4 variant of the Frontier.
We believe that Nissan, in its pursuit of full carbon neutrality by 2050 and full electrification in key markets by 2030, should consider launching an electric version of the Hardbody. Currently, electric pickup trucks have limited range and face challenges in harsh weather conditions. This presents an opportunity for Nissan to enter the electric pickup truck market by equipping the Frontier Hardbody with a new powertrain. With good marketing and an adequate range, the electric Hardbody could rival popular offerings in the market.
Nissan is in need of a successful EV as it currently has limited offerings in the electric segment. The Nissan Leaf, for example, has a low range, and the Nissan Ariya is average compared to competitors. By transforming the Frontier into an EV, Nissan can showcase improved performance and compete with brands like Rivian and Tesla in the electric pickup truck market. Additionally, the Frontier Hardbody could serve as a platform to showcase Nissan’s solid-state battery technology, offering increased range and durability ideal for off-roading.
The Hardbody has a rich history as an off-roading legend, known for its unique design and powerful engine. By launching an electric version, Nissan can preserve its legacy while providing unparalleled specs and performance. It is crucial for Nissan to strike a balance and avoid overly modernizing the Hardbody’s design, preserving its ruggedness and appeal.