Dealers Shown 2028 Nissan Xterra, Brand Strategy Includes More Body-On-Frame

New details about the 2028 Nissan Xterra have emerged after the automaker previewed the model in Las Vegas to the National Automobile Dealers Association (NADA) earlier this week. The event also revealed that the forthcoming Xterra won’t be Nissan’s only new body-on-frame model.

According to Automotive News, the automaker told dealers that the SUV will be the first of five new models to utilize the novel body-on-frame platform. Included in the list will be the next-generation Nissan Pathfinder, Nissan Frontier and Infiniti QX60. Despite the Frontier (pictured below) having remained a body-on-frame pickup, the other two vehicles are currently unibody crossovers.

While none of those models were shown to dealers, the new Xterra was. Charlie Hicks, CEO of the Texas-based Hicks Automotive Group, described it as a rugged, focused, off-road vehicle with large tires and “radical-looking” appearance.

We lost the previous Xterra in 2015. Nissan needed to radically update the model to comply with government regulations and noted that sales were on the decline as crossovers began to reign supreme. But off-roaders are back in fashion and older Xterra models have a reputation for being straightforward body-on-frame vehicles that are capable of taking a beating.

Rumors have the new model being quite decidedly more complicated and will utilize some amount of electrification. To avoid tariffs, Nissan plans on building the SUV at its facility in Canton, Mississippi — presumably alongside the next-generation Frontier and Pathfinder (2026 model year pictured below).

While vastly more modern than the previous Xterra, the new model will trade on remaining somewhat traditional relative to other SUVs — at least in certain respects. It will be body-on-frame and come with a two-speed transfer case (high and low range). However, as mentioned before, Nissan also plans on electrifying the next Xterra to some degree.

We expect to see something akin to the hybrid system found on the current Toyota 4Runner, which assuredly served as the Nissan’s benchmark and will ultimately become the Xterra’s chief rival once it goes on sale. Hopefully, this also means that there will be a non-hybrid option.

While there’s not much to complain about with the hybridized 4Runner, plenty of drivers are going to want the lighter, cheaper, and less-complicated SUV. Toyota starts the base (non-hybrid) 4Runner SR5 at $42,200, whereas the base hybrid retails for around $52,500. However, all of the top-tier or interesting trims are available exclusively as a hybrid because the brand knows its customer will probably pay for it.

This creates an interesting opportunity for Nissan. If the Xterra does indeed end up starting below $40,000, the automaker would be wise to offer some interesting variants without the hybrid as the market signals that it’s getting a little fed up with lofty MSRPs. Alternatively, Nissan could just attempt to undercut Toyota by simply keeping the hybrid model priced lower.

Sadly, or perhaps necessarily, it sounds as though the Xterra may launch with a singular engine. Nissan previously hinted that the SUV would arrive with a hybridized V6 yielding a claimed 75 miles of all-electric range. That makes us think that it’ll either be a plug-in hybrid and/or an electrified model that utilizes the V6 as a range extender (Nissan e-Power) that generates electricity instead of being the source of motive power.

Both options leave us with some concerns about weight, complexity, and how Nissan can possibly manage keeping the price competitive. Granted, there has been no official confirmation about pricing or powertrains as of yet. But executives were harping on a starting MSRP below $40,000 being essential for success last year in what’s presently a very crowded and diverse segment. That could point to Nissan offering a more-traditional combustion powertrain as the base trim. At a minimum, some of what the automaker has said before supports the notion.

Nissan knows it’s currently an industry underdog and has been in this position before. The automaker is vying for another comeback by leveraging new models, smart designs, relatively lean inventories, and timely incentives that will keep shoppers interested. The brand also wants dealers to cater to customers via competitive pricing and above-average service, prioritizing retention of its existing consumer base as much as possible.

“These customers are super important for us, and we’re going to take extra care of them to ensure they stay with us,” Tiago Castro, senior vice president of Nissan’s U.S. marketing and sales, explained to Automotive News.

Some of those tactics, such as leaner vehicle supplies, have already become popular across the industry. But others, like dealerships that avoid markups and offer genuinely good customer service, are things drivers haven’t seen as much in recent years and would certainly appreciate.

Additional details about the Xterra will undoubtedly be leaked throughout the year. But most of the big questions probably won’t be answered until it sees its official debut late in 2027, if not very early in 2028.

[Images: Nissan]

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