The Ford Ranger has finally been shown the door, and Nissan apparently wants to seize the opportunity to make its Frontier the the standout in what remains of the compact pickup truck segment. Though the sun has been setting on the Ranger for some time, it's still outselling the Frontier – even after Nissan kicked up its marketing efforts as a way to grab the real estate Ford is cedeing by creating the first advertising campaign for the Frontier in four years.

That's not to say the Frontier is doing poorly; Nissan moved more than 50,000 out the door in 2011. That's 20,000 fewer than the Ranger's 70,000 unit performance, and well behind the 500,000-plus F-Series pickup models Ford shifts, but the aging Frontier is the popular sister in the Nissan truck family. Just 22,000 Nissan Titan full-size pickups found a home last year, though the latter is another product that's been languishing on the market with little marketing effort behind it. The Frontier might do better without the Ranger around regardless, but a commercial about a snowboarding truck couldn't hurt. Check it out after the jump.



I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 62 Comments
      chlova05
      • 2 Years Ago
      If they are trying to capitalize on Rangers death... their ads are totally sending the wrong message. "OMG - the Nissan Frontier can snowboard!? We got to get that for our fleet of pest control!" Orkin CEO. Seriously!?
      clquake
      • 2 Years Ago
      I know it says do not attempt, but c'mon, how can we resist?
      Esher127
      • 2 Years Ago
      I believe that if someone made a small, fuel efficient, modern truck it would sell like hotcakes. Instead, companies like Ford ignore the truck for 15 years, then kill it because no one bought it. Imagine that!
      wafflesnfalafel
      • 2 Years Ago
      Loved my little 1990 - 2.4l with the 5speed. (It got beat on, stolen twice, hit a deer, rearended, finally met its end when a drunk lady in a Subaru plowed into it while it was parked...) It had more head room than the new Frontiers and while not great, sure got better gas mileage than the current 4.0l. Used to drop the tailgate and eat drive-in food sitting in the back. I test drove one of the new Tacomas a couple years ago - not bad, but the interior seemed a bit cheap, I am not a fan of the styling, it's not a very good value and the ride seemed a bit bouncy/choppy (kind of odd actually - more up/down movement, especially on the freeway, than any other vehicle I have driven - it would be bad for folks that get car sick.)
      Wes
      • 2 Years Ago
      Horrible commercials
      A_Guy
      • 2 Years Ago
      I actually owned a current gen Frontier (06) and an 08 Ranger. The Frontier is/was a beast. It has tons of power and it's definitely a real truck. But, that came at a cost. That 4.0 was a total hog and I was getting V8-like gas mileage then. I had it about two years until I decided gas was too expensive to keep driving the thing. I went back to a 2.3l Ranger. That's all I need.
      Sealy
      • 2 Years Ago
      I got my 2010 Ranger. I've bellyached long enough, so I'm not adding anything else - except that Ford can do as they like 'cause I ain't letting it go.
      Pavel
      • 2 Years Ago
      The better question is why did they decide that idiotic commercial is the best way to advertise it?
      rem
      • 2 Years Ago
      I've seen this ad on tv already, I do not understand what point they're trying to convey.
      joeycapp
      • 2 Years Ago
      I'd be curious to compare these sales with Tacoma sales
        Jeremiah
        • 2 Years Ago
        @joeycapp
        I was just about to say the same thing, because isn't the Tacoma the compact truck sales king? At the very least, it's the go-to these days for compact truck enthusiasts, right?
          Tweaker
          • 2 Years Ago
          @Jeremiah
          Toyota does not sell a compact truck. It is firmly in the mid-size catagory.
      Ralph Waldo Emerson
      • 2 Years Ago
      I've been looking at these as I don't have a commute (work from home) and want a manual transmission 4x4 Crew-cab, but I really would still like something with better mileage. If they threw a 200hp diesel in there with a truck's worth of torque, they would sell gangbusters...
        Lee Pryor
        • 2 Years Ago
        @Ralph Waldo Emerson
        So you guys don't get the 230hp V6 diesel version like we do in Australia?
      BlackDynamiteOn
      • 2 Years Ago
      1. Tacoma owns this market, selling twice what Frontier sells, and most of Ranger sales are fleet at this point. Frontier sales are low, and will stay that way. 2. Frontier's new ad campaign looks like a bad Xerox copy of Tacoma's old campaign, where it fell of cliffs and fought 30 foot robots without a scratch. You know what they say about imitation....... BD
    • Load More Comments