Nissan’s 2028 Xterra to Launch Under $40K with Shared Platform Strategy

As new car prices continue to rise, Nissan is banking on an affordable starting price to drive sales for its upcoming Xterra, slated for a 2028 debut. Executives revealed the strategy during a recent media event in Japan, according to Automotive News.

The foundation of this plan is a new body-on-frame platform designed to minimize costs through shared components. Nissan Americas Chairman Christian Meunier emphasized simplicity and affordability:

“We don’t want to overengineer it and make it overly complicated and expensive.”

Meunier confirmed the Xterra’s starting price will be under $40,000, stating:

“That’s a challenge, but we’re going to get it done.”

The platform will support multiple models, including:

• The next-generation Nissan Frontier pickup
• The Infiniti QX60 crossover
• An Infiniti-badged Xterra variant
• A three-row model under the Nissan brand

Meunier explained the approach:

“We will invest in what makes it very different for the customer, but what is not needed to be different will be common so that we get the cost right.”

Suppliers have noted that the lineup will achieve 70% parts commonality, with components forward of the B-pillar shared across models. This includes the powertrain strategy, which will feature:

• A hybrid V-6 setup (higher-cost option)
• A non-hybrid V-6 version (base model)

The sub-$40K Xterra is expected to use the non-hybrid powertrain, as hybrid components typically add around $3,000 to the price, as seen in Toyota’s 4Runner.

Production of the entire body-on-frame lineup will take place at Nissan’s Canton, Mississippi plant. Meunier set an ambitious sales target of 50,000 units annually for the Xterra, aligning with the brand’s original tagline:

“We’re going to give our Nissan customers everything they need, nothing they don’t.”