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Nissan Displays Modified ’22 Frontier Trucks at Chicago Auto Show

Nissan brought a truckload of Southern California vibes to the 2022 Chicago Auto Show with a trio of custom Frontier trucks created by its San Diego-based design team. The three Nissan Design America (NDA) project trucks are based on the 2022 Frontier, which is available now at Nissan dealers nationwide. They are joined by the Rebelle Rally Frontier, driven by “Team Wild Grace” in the eight-day, 1,500-mile competition in the deserts of Nevada, Arizona and California.

The Project 72X, Project Hardbody and Project Adventure, while all sharing the same 2022 Frontier Crew Cab platform, address three different mid-size truck audiences and start with three different Frontier grade levels: S, SV and PRO-4X respectively. All three of the Frontier concept trucks combine readily available Nissan and aftermarket parts and accessories with custom-designed pieces and custom graphics.

The Project 72X is a modern take on one of Nissan’s most popular trucks, the Datsun 720. First introduced in fall 1979, the 720 eventually became the first vehicle assembled by Nissan in the United States when it rolled off the line of the then-new Smyrna (Tennessee) Vehicle Assembly Plant in 1983. Known as the “Lil Hustler,” it was a bare-bones, affordable truck designed for fun and was advertised as ideal for outdoor enthusiasts. For the 2022 interpretation, the design team used gray exterior tones and graphics for a sense of modern, cool attitude—a look reinforced by the white-painted steel wheels, a 2.5-inch lift kit and a sport bar behind the cab.

Project Hardbody, as the name suggests, pays homage to one of the most iconic Nissan trucks ever: the D21 “Hardbody.” It was the first truck design completed at NDA. Project Hardbody is built on a 2022 Frontier Crew Cab SV 4×4. It features a 3-inch lift kit, classic Hardbody block-style wheels designed and milled at NDA, bed-mounted spare tire carrier and door graphics with ’80s-style shadow outlining.

Project Adventure is the design group’s take on the current popular overlanding trend and features a 5-inch lift kit, 34-inch mud terrain tires and a special carbon fiber snorkel designed and crafted by NDA. A key feature of the Project Adventure is the custom body wrap depicting an atlas of the U.S., which makes the statement, “This is a big country. Why don’t you take your Frontier somewhere?”

Ram Launches Second Phase of ‘Built to Serve’ Trucks with Limited-Edition Models

Ram Truck announced the second phase of its Built to Serve trucks, which will honor the firefighters, police officers and emergency medical service providers who serve or have served our communities.

The first installment honors the firefighter community. Each of the three main first responder services will be honored by Ram with two specially selected, unique low-volume exterior paint colors that evoke the spirit, mission and history of that service. This firefighter-inspired Ram 1500 Built to Serve edition is offered in Redline and Diamond Black exterior colors, with a black interior with orange accent stitching.

Ram 1500 Built to Serve trucks feature other unique interior and exterior features that set them apart, including a United States flag and a Built to Serve decal on each of the rear quarter panels.

Built to Serve trucks get additional stylish exterior cues, including a unique treatment consisting of an all-black grille and surround, black bumpers, black-bezel premium lighting and 20-inch aluminum wheels with a unique-to-the-edition Technical Gray finish. Body-color wheel flares also accent the exterior. Complementing the look are black badges, black wheel-to-wheel side steps and dual four-inch black exhaust tips.

Inside, the Built to Serve Ram trucks represent each of the three main emergency services, accented with unique, corresponding color stitching. The first installment of the second phase of Built to Serve trucks offers an orange accent stitching.

These new Ram models are also ready to display their owners’ first responder pride with Built to Serve-embroidered Velcro panels on each front seat and additional Velcro panels on each front seat inboard shoulder panel. Customers can apply their own patches—flags, name tapes or slogans—to personalize their Built to Serve truck. Front seat-back panels are covered with Pouch Attachment Ladder System/Modular Lightweight Load-bearing Equipment (PALS/MOLLE) webbing to attach additional equipment or pouches.

Packages for Ram Built to Serve editions are available on Big Horn models and in all body styles and all powertrains.

Ram 1500 Built to Serve models have a manufacturer’s suggested retail price (MSRP) of $46,625, plus $1,795 destination.

Toyota’s All-New 2022 Tundra is ‘Born for This’

Born from a lineage of trucks and SUVs rooted in quality, durability and reliability, there’s no question that the all-new 2022 Toyota Tundra is an absolute powerhouse. The campaign for the all-new Tundra, “Born for This,” marks Toyota’s largest U.S. campaign to date as the third-generation vehicle looks to build on its success in the full-size truck segment.

The fully integrated Tundra campaign was developed using Toyota’s long-standing Total Toyota (T2) marketing model, fully considering the transcultural mainstream audiences across America. Toyota campaigns are integrated through one strategic brief, creative idea and media plan—and create a cohesive marketing approach inclusive of multicultural marketing and the total market model. The T2 agency team includes Saatchi & Saatchi, Burrell Communications, Conill Advertising and Intertrend, with ZenithMedia placing TV and outdoor media buys.

The campaign showcases a unified style across all creative throughout the T2 agency broadcast spots. In the spots created by Saatchi & Saatchi and directed by Antoine Bardou Jacquet, “Born for the Wild” features friends and families happily escaping to the outdoors for a fun off-road excursion, mountain drive and beach cruise, as they enjoy the power, presence and capability of their all-new Tundra. In “Born for Bringing It,” the all-new Tundra gives drivers the confidence and independence they need to chase any adventure. Digital spots include “Signposts,” “Mud Bath,” “No Hands,” “Rattlesnakes,” “Songs of the City,” “Yurt Feelings” and “Private Planetarium.”


By Mike Self

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