Nissan Targets US Hybrid Growth With Rogue e-Power Launch

Nissan will introduce its Rogue e-Power hybrid in the United States in November as the Japanese automaker seeks to rapidly expand its share of the growing U.S. hybrid vehicle market.

Nissan Americas Chairman Christian Meunier said the company wants hybrid models to account for 30% to 40% of its total C-segment midsize vehicle sales in the U.S. “very quickly.” He made the comments during a media briefing at Nissan’s headquarters in Yokohama on Monday.

The launch will mark the U.S. debut of Nissan’s e-Power technology, despite the automaker having already sold more than 2 million e-Power vehicles worldwide. Unlike conventional hybrids, Nissan’s e-Power system uses a gasoline engine to generate electricity while an electric motor drives the wheels.

Nissan also intends to bring its smaller Kicks e-Power hybrid to the U.S. and Canada “as soon as possible.” The company is considering hybrid powertrains for larger SUVs and pickup trucks as it broadens its electrified vehicle lineup across North America.

At the same time, Nissan is increasing U.S. manufacturing to reduce its exposure to tariffs and strengthen its regional supply chain. The automaker aims to localize 80% of its U.S. manufacturing by the end of 2030, compared with roughly 65% currently and about 40% before U.S. tariffs were introduced in early 2025.

Production of the Rogue e-Power in the United States could begin as early as 2028, according to Meunier.

Nissan is also preparing for the possibility of Chinese automakers eventually entering the U.S. market. Meunier said he does not expect that to happen within the next five years, citing strong opposition from established automakers concerned about lower-priced Chinese competition.

However, Nissan is already shortening vehicle development cycles and cutting costs to improve its competitiveness. Elsewhere in the Americas, the company plans to introduce the China-made Frontier Pro plug-in hybrid pickup in Mexico and selected Latin American markets.