I went into a Nissan Dealer earlier this year. Only truck left is the Frontier. You can say what you want about being a basic, reliable vehicle. But it drives like absolute crap, slow and hard to steer of all things. When they did not make the Warrior they lost so many future sales, that alone cost them dearly. I went from Titan to Power Wagon afterwards. The problems started letting the Titan and the flawed Xterra die on the vine. Then they just assumed Americans would all want clunkers. SAME as Mitsubishi a decade plus earlier. Which, funny enough the engineers went to Nissan from Mitsubishi after they checked out and talked about how lost Mitsubishi USA was. When I went in the dealer was a miserable boiler room pumping out shit box cars to sub 500 credit scores. And those vehicles have almost no profit margin. In the end Nissans decline was inspired by;
1. Ghosins theft and focus on cost cutting
2. Foreign miss understanding of the US market
3. Allowing vehicles that are profitable to die on the vine and updating with half measures.
4. The CVT reputation you can run from, but cannot hide.
5. General over saturation of new car market.
6. Focus on cheap cars instead of trucks
Stellantis had very similar issues, but they are still in the truck market and can fix things. Just waiting to order a 2025 Power Wagon to replace my 2018. Solid front axle, winch, front locker in a heavy duty truck. That gives you meat on the bone to sell other vehicles, like a Raptor. Can anyone really say they would buy a Frontier over a Ranger Raptor to save a few dollars?
