Like a lot of people I looked at the Frontier and Tacoma. When it came down to it, the price steered me towards the Frontier. The size is right, good power, comfort, capability, looks. I've been getting 18-19 mpg mixed driving, not bad for a capable 4x4 pickup.
It has an aggressive look to it without being too flashy. Powerful V6 engine. On the fly 4x4. I got the base stereo and it sounds pretty decent. Good amount of room for a midsize pickup. Removable under seat storage. Price, I would have spent $4k more for a comparable Tacoma. Availability of accessories.
I know it's a pickup, but the technology is out there to acheive better gas mileage. No ipod/mp3 player hookup for the base stereo.