Nissan Targets 80% US-Built Sales by 2030, Drops Rogue PHEV

Nissan has announced plans to raise the share of vehicles it sells in the US that are also built there to 80% by the end of 2030. The figure currently stands at 65%, up from 40% before tariffs specific to Japan were introduced under President Donald Trump. Alongside this, the company has stopped North American production of the Rogue plug-in hybrid, only months after its launch. The update came at a media roundtable held in Yokohama on 28 September. Christian Meunier, Chairperson of the Management Committee for Nissan Americas, said the company shifted its approach after facing tariff pressures last year, moving toward building more vehicles and sourcing more parts within the US. He said the aim is to keep pushing that figure toward 80%.

A large part of the shortfall comes from Mexico. Facilities in Aguascalientes, along with the now-closed CIVAC plant, previously accounted for more than a third of Nissan’s US sales. A 25% tariff on non-compliant content has added US$2,500–3,000 to the cost of lower-priced models such as the Sentra and Kicks, cutting into margins on vehicles priced around US$25,000. Since imports from Japan face a lower 15% tariff, the final push toward 80% localisation is expected to involve shifting lower-cost vehicles to US production rather than higher-margin SUVs. The future of the Aguascalientes plant is still undecided. Earlier in 2026, reports indicated Nissan was in advanced discussions to sell the plant to a major Chinese automaker, with BYD or Geely seen as the likely buyers. Vietnamese EV maker VinFast was also reported to be among the bidders. No further updates have been shared since those February reports.

At present, Nissan’s US business relies heavily on three models built domestically the Rogue, Pathfinder and Frontier which together make up 55% of its national sales. Meunier said the company’s retail market share, historically around 6–7%, had nearly halved, adding that Nissan had lost some of its competitive drive in the US market in recent years. The Rogue plug-in hybrid is the first model affected by this shift in focus. Meunier said plug-in hybrid demand in the US has declined sharply since government incentives were withdrawn. Its replacement, an e-Power version of the Rogue, is due in November and will be imported from Japan initially, with US production possible from 2028 depending on how the model performs. Other automakers are also expanding US production under the current administration. Honda is reported to be finalising a US$2.5 billion hybrid plant, while Toyota has committed US$1 billion toward electrified vehicles for North America. Nissan’s move comes as it continues its Re:Nissan restructuring plan and works alongside Honda under a software partnership announced last month. Nissan’s current recovery in the US is centred on combustion-engine trucks and SUVs, with electrified models largely imported for now. The company has said 2028 will be an important marker, with a US-built e-Power Rogue expected to determine how it positions itself against hybrid offerings from Toyota and Honda.