Nissan Americas Chairman Christian Meunier says Tennessee manufacturing will anchor the automaker’s turnaround after a disastrous fiscal year that ended with a $1.39 billion operating loss.
Why it matters: Nissan is betting on U.S.-built hybrids to compete with Toyota while tariffs reshape the industry.
The Details
- Meunier took over as Americas chairman in January 2025 during a company-wide crisis that included 9,000 job cuts and a failed merger with Honda.
- The company’s U.S. market share has inched up from 4% to 5% this year by tailoring production to dealer demand rather than bulk output.
- Nissan plans to bring its e-Power hybrid technology to the U.S. in 2026 with the Rogue, initially importing from Japan before ramping up Tennessee production in 2027.
- Meunier met with U.S. Sen. Marsha Blackburn last week to discuss accelerating e-Power localization at the Decherd engine plant, according to The Tennessean.
- “We need to start selling cars, make money, take care of the customer, forget the rest,” Meunier said. “Cut the bureaucracy, cut the things that don’t add value.”
By the Numbers
- FY 2024-25 Operating Loss: 215.9 billion yen ($1.39 billion)
- U.S. Market Share: 5% (up from 4%)
- Pre-Billing Rate: 60% (up from 30% six months ago)
- Rogue Sales Growth (Jul-Sep): +8.9% year-over-year
- Pathfinder Sales Growth: +33.2%
- Frontier Sales Growth: +19.2%
- e-Power Rogue Production Goal (2027): 300,000 units annually in Smyrna
EVXL’s Take
Meunier’s back-to-basics approach shows early traction, but Nissan remains years behind Toyota on hybrids. While Toyota opened its $14 billion North Carolina battery plant last month and doubled down on the hybrid strategy it never abandoned, Nissan is scrambling to bring e-Power technology that debuted in Japan back in 2016. The timing is brutal: Nissan missed the hybrid boom that Toyota rode to record profits.
Tariffs are forcing Nissan’s hand. By localizing e-Power production in Tennessee, Meunier can sidestep import duties while positioning the company for a market that has decisively shifted away from pure EVs. The question is whether Nissan can execute fast enough. As we documented when Nissan posted its record $5.26 billion loss earlier this year, the company’s financial runway is shrinking.
Frequently Asked Questions
- When will the Nissan e-Power Rogue arrive in the U.S.? Nissan plans to launch the e-Power Rogue in late 2026, initially imported from Japan, with U.S. production starting in 2027.
- What is Nissan’s e-Power system? Unlike traditional hybrids, e-Power uses a gasoline engine solely as a generator to charge the battery, with electric motors driving the wheels.
- Where does Nissan manufacture vehicles in Tennessee? Nissan operates an assembly plant in Smyrna and a powertrain facility in Decherd, both of which are central to the company’s U.S. recovery strategy.
