Nissan to Launch Rogue e-Power Hybrid in US This November

Nissan will launch its Rogue e-Power hybrid in the United States in November, marking the U.S. debut of a powertrain technology the company has already sold in more than two million vehicles globally. The move signals a major push by the Japanese automaker into the competitive American hybrid market.

US Hybrid Strategy

Nissan is aiming for hybrid vehicles to "very quickly" account for 30% to 40% of its total C-segment, or mid-sized, car sales in the U.S., according to Nissan Americas Chairman Christian Meunier. Speaking to reporters at a media briefing in Yokohama, Japan, Meunier confirmed the November launch for the popular Rogue SUV equipped with the e-Power system.

The e-Power technology, while new to the U.S., is a core part of Nissan's global electrification strategy. The system uses a gasoline engine solely to generate electricity, which then powers an electric motor that drives the wheels, offering an EV-like driving experience.

Future Plans and Localization

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Following the Rogue, Nissan plans to expand its e-Power offerings in North America. Meunier stated the company intends to bring the more compact Kicks e-Power hybrid to the U.S. and Canada "as soon as possible" and seeks to offer hybrid powertrains in larger SUVs and pickup trucks in the future.

To support this expansion, Nissan is targeting 80% localization of its U.S. manufacturing by the end of 2030, up from about 65% currently. Meunier noted that U.S. production of the Rogue e-Power could begin as early as 2028.

Competitive Outlook

Meunier also commented on the broader market, stating he did not expect the U.S. to open to Chinese automakers within the next five years, citing strong industry opposition. He added, however, that Nissan is proactively preparing for that eventuality by shortening its vehicle development cycles and implementing cost reductions to enhance its competitive position.