Nissan Motor is looking to increase U.S. production as it prepares to launch the 2027 Rogue, including a new hybrid model the automaker sees as a key part of its U.S. strategy.
Christian Meunier, chairman of Nissan Americas, told CNBC that the company is currently operating near the limits of its U.S. manufacturing capacity and is considering adding a third production shift at its plants. “We’re now maxing out the production capacity in the U.S.,” Meunier told CNBC. “The next step is going to be three shifts.”
Nissan currently builds the Rogue and other crossover models at its approximately 6 million-square-foot assembly plant in Smyrna, Tennessee. The company also operates a major assembly plant in Canton, Mississippi, which produces the Altima sedan and Frontier pickup. If Nissan adds a third shift at both facilities, Meunier said U.S. production could rise to roughly 1 million vehicles annually, compared with nearly 487,000 vehicles in 2025.
2027 Nissan Rogue Hybrid
Nissan unveiled the U.S.-market 2027 Rogue on Sept. 21, including a new hybrid version using the company’s e-Power technology.
Unlike a conventional hybrid, the e-Power system uses a gasoline engine to generate electricity, while electric motors drive the vehicle’s wheels. The system does not require external charging. The Rogue is one of Nissan’s key U.S. models and competes in the compact crossover segment against vehicles including the Toyota RAV4 and Honda CR-V.
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Nissan plans to begin production of the gas-powered 2027 Rogue at its Smyrna, Tennessee, facility in spring 2027. U.S. production of the Rogue Hybrid is expected to begin next year. Until then, Nissan plans to import hybrid Rogue models from Japan to bring the vehicle to U.S. customers sooner.
Nissan expects the Rogue Hybrid to start at $35,490, with the Platinum version priced at $43,490.
Nissan targets more U.S. production
The potential expansion comes as Nissan seeks to make greater use of its existing American manufacturing footprint rather than immediately building another factory.
Nissan has set a goal of producing 80% of the vehicles it sells in the U.S. domestically by 2030. The company currently does not plan to build another U.S. plant, with management instead looking to increase utilization at its existing facilities.
Nissan’s Canton facility in Mississippi has an annual capacity of about 410,000 vehicles and employs approximately 3,200 workers, according to the company’s 2026 plant factsheet. The facility covers about 4.7 million square feet and produces the Altima and Frontier.
The Smyrna plant produces the Rogue, Pathfinder and Murano for Nissan, as well as the Infiniti QX60. Nissan describes the facility as one of its major North American manufacturing operations.
Rogue hybrid central to Nissan’s U.S. strategy
Meunier has identified the Rogue Hybrid as a key product for Nissan’s effort to strengthen its position in the U.S. market.
The company is entering a hybrid market where Toyota and Honda already have established offerings. Nissan is betting that its e-Power technology can give the Rogue a different approach to electrification by combining electric-motor propulsion with a gasoline-powered generator without requiring drivers to plug in.
The company is also working on a broader turnaround plan that includes changes to its vehicle lineup and greater use of existing production capacity.
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For Nissan, the timing of the Rogue launch is therefore tied to both product strategy and manufacturing. A successful rollout could support greater utilization of its U.S. factories, while a third shift at the plants could significantly increase domestic vehicle output.
The company has not announced that the additional shifts will definitely be implemented. Meunier described the move as the next step Nissan is considering as it evaluates demand for the new Rogue and other vehicles