Japanese automaker Nissan is set to expand its presence in the US market with the launch of the hybrid version of its popular Rogue model, dubbed Rogue e-Power, in November. This move is part of the company's strategy to increase its offerings in the hybrid vehicle segment and strengthen its position in the competitive mid-size car market. The Rogue e-Power model is expected to appeal to environmentally conscious consumers seeking fuel-efficient vehicles.
According to Christian Monnier, Nissan's head in the Americas, hybrid vehicles could account for 30-40% of total mid-size car sales in the US market in the near future. This forecast suggests a significant shift towards eco-friendly vehicles, driven by growing consumer demand and regulatory pressures. Monnier made these comments during a media briefing at Nissan's headquarters in Yokohama, Japan.
Nissan has already achieved considerable success with its e-Power technology, having sold over 2 million vehicles equipped with this feature worldwide. However, the technology has not been available in the US market until now. The e-Power system is a key component of Nissan's strategy to reduce emissions and improve fuel efficiency across its model lineup.
In addition to the Rogue e-Power, Nissan plans to introduce the smaller Kicks e-Power model in the US and Canadian markets as soon as possible. The company also intends to expand the use of hybrid powertrains in its larger SUVs and pickup trucks in the future. This ambitious plan underscores Nissan's commitment to electrification and its goal of reducing its environmental footprint.
As part of its efforts to increase local production, Nissan aims to raise the proportion of US-made vehicles to 80% by the end of 2030, up from 65% currently and 40% before the imposition of US tariffs in early 2025. Monnier indicated that production of the Rogue e-Power in the US could commence as early as 2028, reflecting the company's strategy to boost local output and minimize exposure to trade tariffs.
Monnier expressed skepticism about Chinese car manufacturers entering the US market in the next five years, citing concerns about the competitive pricing of Chinese vehicles. However, he acknowledged that Nissan is preparing for the possibility of Chinese companies entering the market in the future by streamlining its product development cycles and reducing production costs.
Nissan is also set to launch the hybrid Frontier Pro pickup truck, manufactured in China, in Mexico and select Latin American markets. The company is taking a cautious approach to the US market, where it faces intense competition from established players. By expanding its hybrid offerings, Nissan aims to strengthen its position in the US market and capitalize on growing demand for eco-friendly vehicles.
Key points
- Nissan to launch Rogue e-Power hybrid in US market in November
- Hybrid vehicles may account for 30-40% of US mid-size car sales
- Nissan aims to raise US production to 80% by 2030
