Nissan accelerates hybrid strategy with Rogue E-Power
Nissan will make hybrids its primary powertrain in the Americas by 2030, starting with a U.S.-built Rogue Hybrid and an e-Power Kicks by 2028, aiming to
Nissan has unveiled the U.S. Version of its Rogue E-Power hybrid and plans to localize its production in Tennessee by 2028. The company wants hybrids to account for 30 to 40 percent of its Rogue-segment sales very quickly.
This push is part of a decisive shift. Nissan aims for hybrid and EREV models to become its primary powertrain option in North America and Latin America by 2030. The third-generation e-Power engine will first debut in the all-new Rogue Hybrid. Nissan’s Smyrna, Tennessee plant is set to start making these Rogue E-Power hybrids by 2028.
Expanding the hybrid lineup beyond the Rogue
Nissan plans to bring an e-Power version of the Kicks compact crossover to the U.S. By 2028. This will expand its hybrid offerings beyond the Rogue. Also, the company will roll out a series of V-6 hybrid options on its coming line of body-on-frame trucks. This new truck platform will launch with the XTerra SUV.
Leadership commits to hybrids as core strategy
Nissan Americas Chairman Christian Meunier stated the company will blitz the U.S. Market with hybrid vehicles. He emphasized making gasoline-electrics the primary powertrain in North America by 2030. Meunier made these statements at a late September briefing at Nissan's global headquarters. He stressed the importance of making E-Power models the star of Nissan’s show and localizing vehicles for key markets.
Christian Meunier said: "Meunier wants the Rogue E-Power to account for 30 to 40% of total Rogue sales, 'very quickly.'"
Market context and Nissan’s hybrid gap
Nissan is racing to catch leaders Toyota and Honda in the hybrid market. Hybrid sales are up due to reasonably-priced options from Honda, Toyota, Kia, and Hyundai. Those four brands have been rapidly expanding their offerings. Toyota has gone all-in, discontinuing ICE-only versions of models like the Sienna, Camry, and RAV4.
In contrast, Nissan has been largely absent. Aside from a brief period with the Altima and short-lived hybrid versions of the Infiniti QX60, Murano, and Pathfinder, the company has been missing in action. It currently only makes one EV, the Leaf. The Ariya was canceled last year in the United States, though it continues in Canada. Nissan says the Ariya is not coming back to the U.S. Market.
Hybrids are described as a half-measure powertrain option now selling like hotcakes. Nissan will begin local production of the Rogue e-Power hybrid in Smyrna, Tennessee by 2028.
