Just a few days after teasing its return, Nissan has stated that pricing for its next-generation Xterra SUV is set to undercut both the Toyota 4Runner and Ford Bronco it will rival. Significantly so too, with its Americas CEO emphasizing a return to simplicity and affordability for its new “badass” SUV. New Xterra To Be Priced Way Below Average New Vehicle Cost NissanSpeaking recently with journalists in Japan, Nissan Americas CEO Christian Meuner stated that the new Xterra SUV, set to launch in 2028 following a 13-year hiatus, will have pricing that starts below the $40,000 mark. If realized, this would undercut the Toyota 4Runner, MSRPs for which start from $41,870, and potentially the Ford Bronco, which is priced from $39,995. Prices for other similarly high-profile models in the midsize SUV segment, meanwhile, including the Honda Passport, start closer to $45,000, while the Toyota Land Cruiser hikes this further to $57,880. These are figures that Nissan is keen to avoid.“We're at a time when the average transaction price in the US is $48,000 and it's not sustainable… [The brand is] going to bring an Xterra below $40,000.”-Nissan Americas CEO Christian MeunerThe more off-road-focused Jeep Wrangler Sport, meanwhile, is currently available from $39,040. Nissan’s sub-$40,000 Xterra, however, could still undercut the higher-spec, more recognizable Willys Wrangler ($45,635), as well as the slightly more dynamic Sport S ($41,440). GivenNissan's current financial situation, a competitive price for the Japanese marque's more rugged off-roader–as teased by Meuner himself earlier this week on LinkedIn–could prove essential to attracting customers the brand so sorely needs. Nissan Has "Lost Its Way A Little Bit" Nissan / Christian Meuner (LinkedIn)One of the contributing factors behind this sub-$40,000 goal is an “everything you need, nothing you don’t” Xterra generation. Indeed, Meuner confirmed toCarBuzzthat, with more and more optional extras and more technically advanced software being introduced to its fleet, the still-mainstream Nissan had "lost its way a little bit," something a more streamlined Xterra could help address:“We've lost our way a little bit, putting a lot of technology for the sake of it, adding a lot of features and cost to our cars. We're going to stop doing it. And Xterra, I think, is going to be the symbol of this…. [Nissan is] going to bring an Xterra with everything you need, nothing you don't, which is the slogan that was used in 2002, which we believe is right for the brand.”-Nissan Americas CEO Christian MeunerThough unconfirmed, the Xterra is believed to be the first in a series of planned SUVs and/or trucks using the same body-on-frame platform. One of which will be the first premium off-roader from Infiniti. Xterra Will Be Manufactured In The US Nissan USAAside from a shadowy glimpse at its brand-new front-end, few details have been provided about the upcoming, third-generation Xterra. Nissan has confirmed though that the new SUV will be built in the US, possibly alongside the Frontier pickup truck at the marque’s Canton facility in Mississippi. The Xterra will continue Nissan tradition under the hood and be powered by a V6 engine, with a hybrid option also in the offing. To keep the Xterra in-line with the 4Runner and Bronco, power could range from 280 to 350 horsepower, though this is just speculation for now.Meuner’s comments about a simplified Xterra, meanwhile, could hint towards the return of a manual gearbox, though this seems unlikely. At present, only the sportier Nissan Z is available in the US with a manual transmission, though apotentialSilvia / 240SX revival would be perfect for a row-your-own gearbox, too. For Xterra, a nine-speed automatic borrowed from the similarly sized Nissan Pathfinder would be a good fit for the reborn SUV.