Saturday, December 2, 2023
News Nissan Eyes Electric Pickup to Boost U.S. Market Presence

Nissan Eyes Electric Pickup to Boost U.S. Market Presence

Nissan is reportedly exploring the development of an affordable electric pickup truck, aiming to strengthen its position in the U.S. truck market.


  • Nissan is contemplating the introduction of a lightweight electric pickup in the forthcoming decade.

  • The company’s push towards electric vehicles aligns with its expectation of zero-emission vehicles constituting over 40% of U.S. sales by 2030.

  • The automaker may collaborate with alliance partners Mitsubishi and Renault to leverage their expertise in the electrified pickup domain.


Sourced from Automotive News, there is current speculation around Nissan’s intentions to further tap into the electric vehicle (EV) market by considering the launch of a lightweight electric pickup. The potential move aligns with the automaker’s broader strategy to solidify its position in the U.S. truck sector, especially after its exit from the full-size pickup market. The global product strategy and planning head of Nissan, Ivan Espinosa, conveyed the company’s continued commitment to the truck sector during a recent interview at the Japan Mobility Show. However, the specifics of their evolution within this space remain under internal discussion.

2022 Nissan Frontier | Photo: Olivier Delorme

An integral part of the narrative is Nissan’s progressive push into the EV market. Predictions from the automaker suggest that by 2030, zero-emission vehicles could represent over 40% of its sales in the U.S. In terms of its electric pickup aspirations, affordability seems to be a key focus. As Tyler Slade, Nissan Dealer Board Chairman, mentioned, the company aims for a price range around $40,000.

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Nissan’s roadmap for electrification isn’t confined to just one technology. They are evaluating various avenues, including full battery power, plug-in hybrids, and their e-Power serial hybrid system. The diverse technological offerings aim to align with varied customer requirements.

2022 Nissan Frontier | Photo: Olivier Delorme

Furthermore, Nissan’s alliance with Mitsubishi and Renault could be instrumental in this endeavor. Each member of the alliance brings unique geographical and technological strengths to the table. However, Espinosa emphasized that electrifying trucks is a medium to long-term goal for Nissan. In the meantime, the company is focusing on enhancing its market share with existing offerings, particularly the Frontier, a midsize truck with a strong legacy.

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