Universal Motors Corporation (UMC), the local distributor of Nissan commercial vehicles, came out with this formula for its Frontier pickup and struck gold – three consecutive bestselling pickup truck accolades, to be exact.
The 2003 Frontier’s American-designed body sports one of the most menacing front ends of any truck. And that includes the humongous brutes like the Ford F-150 and Chevrolet Silverado. This menacing look comes courtesy of large clear-lens headlamps that seem to glare at onlookers, an equally large chrome grille, massive front bumpers with a large gaping opening and faux bullbar/sump guard and two sizable foglamps.
The masculine demeanor is carried over to the sides in the 4x4 version, what with its hulking fender flares that bulge like muscles in a tight t-shirt. The flares barely cover super-wide (for the 4x4) 235/70R-15 tires. The 4x2 model gets narrower 215/70R-15 rubber. Another flashy Frontier styling signature are the chrome alloy wheels that give it an almost custom aftermarket look.
This Nissan truck continues to make a statement from the back, with a stylish ribbed tailgate, large FRONTIER branding, a blacked out tailgate handle surround that also incorporates a chrome Nissan corporate logo and a chrome rear bumper that really means business.
Of course, none of these macho posturings matter if the truck can’t walk the walk. Fortunately, the product planners at UMC knew where to leave well enough alone — and that is under the Frontier’s hood, where 4x4 and all automatic transmission models boast big 3.2-liter inline-4 diesel engines developing 216 stump-pulling Newton-meters of torque at an incredible low 2000 rpm. With this kind of torque, who needs high-rpm horsepower? (4x2 models get a 176 Nm 2.7-liter diesel engine that also tops its class.)
Inside, however, is a cabin that totally belies the rugged aspirations of the exterior and its mechanicals: leather seats on the 4x4; automatic transmissions (a 5-speed manual is standard); an in-dash CD player with remote; wood panelling; sporty white-faced gauges; the aforementioned driver-side airbag; cupholders; and even a remote keyless entry system with alarm. Space for the front passengers are just about similar with most sedans although rear passengers get short shrift. Nonetheless, the rear accommodations are just about par for the course as pickup trucks go.
On the road, the muscular engine makes itself felt with brisk acceleration and effortless overtaking. Even with an automatic, the 3000-plus-pound truck lunges forward even at low rpm. And speaking of the transmission, the automatic shifts with an imperceptibility akin to a luxury sedan’s auto gearbox.
Perhaps the only shortcoming would be the stiff ride that can be somewhat unsettling, especially for rear passengers. Nonetheless, all its other strong attributes more than make up for this weakness, something that might be remedied by a simple adjustment of tire pressures or a switch to more comfortable tires.
All things considered, with retail prices that start at P765,000 for the 4x2 with manual transmission and top out at P1.065 million for the full-boat 4x4 automatic, the Nissan Frontier presents outstanding value for money in the compact pickup truck class. It’s really no wonder why it’s ruled its class three years running.