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

Nissan Banks On Tennessee For 2026 Recovery With Hybrid Push — Photo credit: Nissan

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.