Nissan is weighing plans to boost output at its American assembly plants as the 2027 Rogue crossover arrives with a new hybrid powertrain, according to the company's top executive for the Americas. The Japanese automaker currently runs two shifts at its Smyrna, Tennessee facility, and adding a third would create hundreds or even thousands of fresh jobs.

Christian Meunier, Nissan's Americas chair, said the hybrid Rogue represents a core product for US consumers. The Detroit Bureau reports the move comes as the company looks to capitalize on growing demand for electrified vehicles without fully committing to battery-electric models.

The company's US plants are running near maximum capacity, Meunier told The Detroit Bureau. He expressed optimism about shifting to three-shift production soon after the new Rogue launches, especially with the hybrid variant hitting showrooms. The Smyrna plant, spanning six million square feet, builds the Rogue along with several other Nissan and Infiniti crossovers, while a second major facility in Canton, Mississippi handles the Altima sedan and Frontier midsize pickup.

Adding Production Shifts

Adding a third shift at vehicle assembly plants typically generates hundreds to thousands of new positions. The expansion aligns with the Trump administration's push to strengthen domestic auto manufacturing and employment. Gasoline-powered versions of the 2027 Rogue will begin production at the Tennessee plant next spring, with US-built hybrid models expected to follow later in 2026.

During the transition period, Nissan plans to import hybrid Rogues from Japan to quickly supply dealers and support the company's global recovery strategy. Meunier noted that adding third shifts across all assembly plants could lift Nissan's annual US production to roughly one million vehicles, compared with approximately 487,000 in 2025.

Nissan has set a target of building 80 percent of its US-sold vehicles domestically by 2030, though no new factory construction is currently planned. Meunier believes the company can succeed without massive capital investment in new facilities, adding that greenfield plants likely remain a post-2030 consideration with continuous evaluation over the next four to five years.

e-Power Hybrid Arrives in America

Nissan formally unveiled the 2027 Rogue equipped with its e-Power system on Monday, marking the technology's US debut. The series hybrid setup uses the gasoline engine solely as a generator to supply electricity to the drive motor, with the wheels powered exclusively by electric traction. It operates similarly to an extended-range electric vehicle but with a smaller battery pack and no plug-in charging capability.

Meunier, who spent four and a half years at Jeep before returning to Nissan, identified the hybrid Rogue and revival of the Xterra off-road SUV as his two priority projects. The US launch of the Rogue hybrid was accelerated twice in scheduling. The Rogue serves as Nissan's sales anchor in America, competing in the hotly contested compact SUV segment against the Toyota RAV4 and Honda CR-V, both of which lead the class with their hybrid offerings.

Meunier said the Rogue's hybrid system will meaningfully boost the company's market performance, noting that Nissan previously grew without any hybrids in its US lineup. That is increasingly difficult as consumer preference shifts toward electrified options. He indicated Nissan plans to directly benchmark the e-Power Rogue against the Toyota RAV4, even considering unconventional sales tactics where interested customers could test drive competitive models at Nissan dealerships, despite dealers typically not stocking rival brands.

Strategic Shift From EVs

Nissan's push into Rogue hybrids comes amid a broader industry recalibration away from pure battery-electric vehicles, driven by reduced policy incentives and softer-than-expected consumer demand. The company argues e-Power offers a better fit for current US market conditions than either BEVs or conventional hybrids, particularly given energy price volatility linked to Middle East conflicts.

Meunier believes the product will fundamentally change consumer perceptions of Nissan, drawing in shoppers who previously never considered the brand. The American market expansion forms part of Nissan's global business transformation plan, which includes streamlining the product portfolio, eliminating underperforming models, and increasing AI and technology adoption. The strategy aims to strengthen Nissan's product competitiveness in the US and China by fiscal 2030, while targeting annual Japan sales of 550,000 units.

Regarding US operations, Meunier expressed satisfaction with progress since rejoining Nissan last year. After several years of declining volume, US sales rose roughly 10 percent year over year in the first half, compared with an overall market decline of about 3 percent, according to Cox Automotive data. The coming months present both challenges and opportunities, Meunier said, but momentum is building toward a strong finish in December.