From CNBC · Michael Wayland · · 3m
Nissan plans U.S. production surge with new Rogue hybrid
The Japanese automaker is adding a third shift at its Tennessee plant to boost output as it launches its first series hybrid for American buyers.
In brief
The Japanese automaker is adding a third shift at its Tennessee plant to boost output as it launches its first series hybrid for American buyers. Nissan is betting on hybrid technology and domestic production expansion to compete in the U.S. market and hit its goal of 1 million annual U.S. sales by 2030. Originally…
Nissan maxing out U.S. capacity
Nissan is considering adding a third production shift at its Smyrna, Tennessee plant to increase U.S. output. The move could create hundreds or thousands of new jobs as the automaker launches the 2027 Rogue.
“We're now maxing out the production capacity in the U.S. The next step is going to be three shifts.”
New e-Power hybrid debuts
Nissan revealed the 2027 Rogue with e-Power, a series hybrid that uses an engine as a generator to power electric motors. It's the first hybrid of its kind for the U.S. market and doesn't require a plug.
Pricing starts at $35,490
The Rogue hybrid entry-level model starts at $35,490, with the top Platinum version at $43,490. Nissan expects the hybrid to boost sales in the competitive small crossover segment.
Fuel economy trails competitors
The Rogue hybrid achieves 38 miles per gallon combined, below the Toyota RAV4 hybrid at 43 mpg and Honda CR-V at 40 mpg. Nissan is positioning the Rogue e-Power directly against the RAV4.
Hybrid imports from Japan first
Nissan will import hybrid Rogues from Japan initially to reach market quickly, with U.S. manufacturing starting next year after the spring launch of the gas-powered version.
Production could hit 1 million units
Adding a third shift to each assembly plant would boost Nissan's U.S. production to roughly 1 million units annually, up from nearly 487,000 in 2025.
80% domestic production by 2030
Nissan targets producing 80 percent of its U.S. vehicles domestically by 2030 without building a new factory. The company plans to achieve 1 million Nissan brand sales in the U.S. by that year.
Meunier's turnaround priorities
Christian Meunier, who rejoined Nissan in January 2025 after four and a half years at Jeep, made the Rogue hybrid and resurrecting the Xterra his top vehicle priorities. He accelerated the hybrid launch twice.
U.S. sales up 10% this year
Nissan's U.S. sales through the first half of the year were up roughly 10 percent compared with a roughly 3 percent decline for the broader industry. The company is executing a global turnaround plan.
Hybrid over EV strategy shift
After losing billions on electric vehicles, Nissan is betting on hybrids as a better solution for U.S. consumers, especially amid high fuel prices. The e-Power approach avoids the plug-in requirement of traditional EVs.
The bottom line
Nissan is betting on hybrid technology and domestic production expansion to compete in the U.S. market and hit its goal of 1 million annual U.S. sales by 2030.
