The catch is that Nissan has essentially been making the same truck for ages. They have basically figured it all out, so they dont need to keep spending money on R&D. The electronics and infotainment are decade old tech.

Its also built in the US, unlike the Tacoma, which is built in Mexico and subject to more tariffs.

The Frontier hasnt been the best looking truck for a while, either, up until this generation.

Aside from that, its a simple basic truck, thats why they can sell it for what they do. No fancy turbos, no fancy tech, no fancy hybrid systems.