Nissan South Africa reasserted its technological leadership in the market for one-ton pickups with the launch of the new Hardbody range in April 2002 and today it continues to be an important driver of Nissan's increased market share. Aggressive styling, superior off-road capability, class-leading engines (including the most powerful and advanced diesel in its segment) and a heritage of toughness and durability born of Nissan's 60 years' experience building pickups are combined with car like comfort and interior appointments that make Hardbody the ideal workhorse/leisure vehicle.
It is a rugged performer and features either two-wheel drive or four-wheel drive to cope with any conditions. The four-wheel drive version is an authentic Nissan 4x4, and uses a drive system similar to that in the Nissan Patrol, including automatic locking front hubs on the top-of-the-range 4x4 double cabs.
Its success in off-road racing (it has won every SA championship it has contested since 2001 and has distinguished itself in the international Dakar Rally) is proof of its indestructibility.
Hardbody has been an important driver of Nissan's increased market share in the past two years. Nissan's overall share of the one-ton market has increased from 14% in 2002 to 21% in the first nine months of 2004, moving Nissan from its previous position at number five to a strong number two. Nissan is the only brand in the hotly contested pickup market that has shown consistent growth over the past three years in terms of sales and market share.
Growth has come primarily from the double cab models, where Nissan now enjoys number one status in terms of sales. Its share more than doubled from 12,9 % to 29% in 2003 and is currently a market-leading 25% for the first nine months of 2004.
The double cab version of the Hardbody has the best resale value in the segment – 73% after one year.
In the single cab segment, Hardbody is one of three strong contenders to have grown market share since 2003.
Hardbody is number two in the workhorse segment with a share of 23% and it is also the best-selling 4x4 single cab.
Further evidence of Hardbody's success is the fact that it continues to harvest accolades from around the world as easily, it seems, as it carries a full one-ton payload.
The popular pickup, which has been South Africa's second best-selling one-tonner since its introduction in April 2002, has been voted "Best pickup in Brazil 2004" by the readers of Carro, a leading Brazilian motoring magazine, for the second year in a row.
The citation for the Brazilian award said the accolade was in public recognition of the technical and innovative excellence of the Nissan Frontier (as it is known in Brazil), which has become the new reference for mid-size pickup trucks in that country.
The 3,3-litre V6 double cab Australian version of the Hardbody, known as the Navara, trounced the opposition in a four-way shoot-out conducted by leading magazine Australian 4WD Monthly to be crowned "Best Sports Ute". "It pretty much blew the rest away in all of the criteria," the magazine said.
Here in South Africa, Drive and Wiel magazines heralded the locally-made Hardbody 2,0-litre long wheel base "best workhorse " in competition with its one-ton rivals.
Hardbody is Drive 4x4 Guide's reigning 4x4 double cab champion, to underline the Hardbody's versatility, the 3,0-litre turbo-diesel version was voted "Towcar of the Year" in the bakkie category by the authoritative Caravan and Outdoor Life.
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