Downsizing is the current buzz word in multiple facets of life as high prices and inflationary factors are forcing buyers to think smaller as a way to save money and cut costs.

Some of this downsizing has come in the form of smaller engines as V6 and V8 engines gradually gave way to smaller four and even three-cylinder engines. Nissan is one of the few automakers bucking the trend saying the Frontier pickup will keep its V6 for the forseeable future.

V6 gives Frontier an advantage

In a recent interview with the folks at Motor1, Nissan’s Senior Manager of Product Planning Brent Hagan revealed the company was going all-in on the engine as it attempts to navigate rough waters with the help of other models like the Nissan Armada. The company even made May 5th “V6 Day” to drive home the point.

‘Our internal tagline is ‘We’re too V6 to quit,’ because we built our heritage on V6s, from the GT-R and Xterra to the current Frontier and Pathfinder. We’ve got generations upon generations of V6s, and it does give us a differentiator because we’re using tried-and-true technology that’s durable, reliable, and of high quality. Our VQ38 is produced here in the United States, so it’s made in America, by Americans, for Americans—and it has the Japanese quality and reliability.’

Hagan also revealed the company’s own internal studies revealed that a growing pool of mid-size truck buyers want V6s and some of the customers Nissan is seeing at its dealerships originally cross-shopped with key rivals. The 2026 Frontier is the only mid-size truck that comes exclusively with a V6. All models get a naturally aspirated 310 hp 3.8-liter V6 which is paired with a nine-speed automatic. The Frontier is an interesting throwback to a time when V6s were once considered the mainstream small engine to go to with four-cylinders being seen as a niche offering, boy how the times have changed.

Frontier still facing an uphill battle

Nissan is confident that the Frontier is in a prime position to take a large slice of the sales pie but it’s still facing an uphill climb against rivals. Many of these rivals have benefitted from their fair share of updates and Nissan has applied a rather light touch to the current generation Frontier in recent years which has made the truck feel behind the times in a few categories.

The apperance of the recently launched Frontier Sport model has allowed Nissan to appeal to budget customers but despite the extra reach, the Frontier can still feel like a tough sell when compared to the GMC Canyon, Ford Ranger, and Toyota Tacoma. Despite that, the Frontier has a loyal pool of customers and it will be interesting to see how Nissan will boost the truck’s tech game over the next few years.