Recent studies by market analysis firm AutoPacific reveal that nearly a third of Nissan truck buyers surveyed would consider purchasing a plug-in hybrid electric vehicle (PHEV) pickup truck from the brand. This interest is particularly noteworthy given Nissan’s recent unveiling of a PHEV version of the Frontier Pro truck at the Shanghai Auto Show. Despite this enthusiasm, Nissan has stated that the Frontier Pro PHEV will not be coming to the U.S. market.
This development comes at a time when many manufacturers are focusing on fully electric, large, and expensive pickup trucks. However, the lackluster sales performance of some of these larger EV pickups suggests that consumer preferences may be more nuanced. For instance, the Cybertruck is facing challenges in selling without incentives, while Ford has experienced periods of idling production of the F-150 Lightning at its Dearborn, Michigan plant. The Silverado EV has also struggled with resale values.
Market Insights on PHEV vs. Full EV
AutoPacific’s research indicates a significant difference in consumer preferences between PHEV and full EV powertrains. When surveyed about their preferences for future mid-size pickup trucks, 23% of respondents expressed interest in a PHEV, compared to only 14% for exclusively EV power. This trend persists even among full-size pickup truck buyers, who show more interest in plug-in hybrid powertrains than pure electrics.
The interest in PHEVs becomes even more pronounced when focusing specifically on Nissan buyers. According to Robby DeGraff, Manager of Product and Consumer Insights at AutoPacific, “nearly a third of buyers” would be interested in a PHEV truck when Nissan is considered as a brand. This is a significant finding, especially given Nissan’s decision not to bring the PHEV Frontier to North America.
Alternative Approaches to Electrification
The Chinese market has seen the introduction of the BYD Shark, a PHEV pickup that could serve as a reference point for Nissan’s potential performance in North America. Additionally, the announcement of the Slate pickup truck, with its 150-mile range and single-motor design, suggests that there is demand for more affordable and practical electrified trucks. While the Slate truck may not have the same towing and hauling capabilities as larger trucks, its price point and real-world utility make it an attractive option for many consumers.
Industry Implications
The success of smaller, more affordable electrified trucks like the Slate and potentially the Nissan Frontier PHEV could persuade more automakers to shift their focus away from overly large EV trucks. As Kevin Williams, the author, notes, few consumers can afford the nearly six-figure price tags of trucks like the Rivian R1T or Tesla Cybertruck. By offering more reasonably priced options with practical electric ranges, manufacturers can better meet the needs of a wider range of customers.
In conclusion, while Nissan has chosen not to bring its PHEV Frontier to the U.S. market, consumer interest in electrified pickups remains strong. As the automotive industry continues to evolve, it will be interesting to see how manufacturers respond to these trends and whether they will prioritize more affordable and practical options like PHEVs.
