Nissan is scaling up its U.S. vehicle manufacturing operations as it launches the 2027 Rogue crossover, anchoring its domestic growth strategy around a new series hybrid system starting between $35,490 and $43,490 before destination fees.
U.S. Production Targets and Plant Shifts
Nissan Motor is looking to increase its domestic assembly output as it prepares to roll out the latest iteration of its top-selling crossover. We're now maxing out the production capacity in the U.S.,
Christian Meunier, chairman of Nissan Americas, told CNBC. The next step is going to be three shifts, and I'm pretty optimistic that with the launch of the new Rogue that is happening in the next couple months, we'll be able to do that pretty quickly with the launch of the hybrid.
The company currently manufactures the Rogue alongside other Nissan and Infiniti crossovers at a 6 million-square-foot assembly plant on two production shifts in Smyrna, Tennessee. Meunier said that if Nissan can add a third shift to each of its assembly plants, it would boost the automaker’s U.S. production to roughly 1 million units annually, up from nearly 487,000 in 2025. Additional production at assembly plants typically means hundreds, if not thousands, of new jobs. Nissan’s moves come as the Trump administration has been focused on increasing employment and domestic production in the U.S. auto industry. An additional manufacturing plant in Canton, Mississippi, produces the Nissan Altima sedan and Frontier midsize pickup truck.
Nissan has a target to produce 80% of the vehicles it sells in the U.S. domestically by 2030, but the company has no plans for a new plant as of now. I think we're very well equipped to succeed without major investment and a new factory and everything else. Maybe after 2030,
Meunier said. Over the next four or five years, we'll see.
Domestic manufacturing of the hybrid is expected to start next year after the spring production launch of the 2027 Rogue with a traditional gas engine at the Tennessee plant. In the meantime, Meunier said Nissan plans to import the hybrid vehicles from Japan as a way to get them to market more quickly to lift sales and help with an ongoing global turnaround plan for the company.
Pricing and Trim Lineup for the Rogue Hybrid
When Nissan announced its long-term vision, Mobility Intelligence for Everyday Life, in April 2026, it committed to delivering smarter, more intuitive products that enrich customers’ daily lives while strengthening the company’s competitiveness worldwide. Central to that plan is the United States, one of Nissan’s three lead markets and a key engine of growth, profitability, and scale, with the all-new 2027 Nissan Rogue Hybrid serving as a cornerstone of that strategy. Meunier said that the Rogue hybrid and resurrecting the Xterra off-road SUV were his top vehicle priorities when he rejoined Nissan in January 2025 after four and a half years with Jeep, which included pulling ahead the Rogue hybrid twice for the U.S.
The proven hybrid e-POWER technology goes on sale in fall 2026, initially launching with the stylish and well-equipped all-wheel drive SR with SR Technology Package. The full model range—spanning SV, SR, and Platinum grades—is available in early 2027 with Manufacturer’s Suggested Retail Prices (MSRP) starting at $35,490 for the SV grade. Nissan said Monday that the starting pricing of the Rogue hybrid will be between $35,490 for the entry-level model to $43,490 for a “Platinum” version.
Series Hybrid Mechanics and Segment Competition
Nissan on Monday officially revealed the 2027 Rogue with its new “e-Powertechnology for the U.S., which is the first hybrid of its kind for the American market. The
e-Power” system is called a series hybrid, featuring a segment-first hybrid e-POWER that powers the wheels only with electric motors, delivering smoother, quieter and more responsive acceleration with no charging required. It uses the engine as a generator to power the vehicle’s electric motors that then propel the vehicle, operating like emerging extended-range electric vehicles, or EREVs, but having a smaller battery and not requiring a plug, while also not using the engine to power the wheels. The new 2027 Nissan Rogue Hybrid features the brand’s e-Power powertrain, alongside a Nissan-estimated 40 mpg that helps drivers go farther between refueling stops without changing their daily routine.
Hybrids are increasingly becoming the powertrain of choice for U.S. customers, and we believe that trend will only accelerate,
said Christian Meunier, chairman, Nissan Americas. “The launch of Rogue Hybrid marks a pivotal moment for Nissan, helping us attract new customers and strengthen our business. We are bringing the best hybrid technology to market that combines exceptional efficiency with a truly engaging driving experience. The result is smooth, responsive performance, immediate torque delivery, and one of the quietest cabins in its class.”
The Rogue is a sales leader for the company in the U.S., competing in the highly competitive small crossover segment against the Toyota RAV4 and Honda CR-V, which have the best-selling hybrid options in that category. The hybrid power that we're launching on Rogue is going to really be the boost to our performance,
Meunier said. It's been quite remarkable to be able to grow without having a hybrid in the U.S. because the hybrids are obviously becoming more and more popular.
Meunier said Nissan plans to position the Rogue e-Power squarely against the Toyota RAV4, which may include an unconventional sales option to allow potential customers to test drive both vehicles at Nissan dealerships.
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