Nissan US Sales Strategy Targets 1 Million Vehicles by 2027

On February 4, Nissan detailed its Nissan US sales strategy during the brand’s NADA Show presentation, where Americas Chairman Christian Meunier set a goal of reaching 1 million annual U.S. sales by the end of 2027. Achieving this milestone would lift Nissan’s U.S. market share beyond 6%, supported by product expansion and manufacturing localization.

Domestic manufacturing focus and platform expansion

Nissan expects more than 65% of its U.S. vehicle sales in 2026 to come from domestically built models. Production will be concentrated at the company’s Smyrna, Tennessee and Canton, Mississippi facilities, reinforcing supply stability and cost control. No immediate production realignment from Mexico or Japan has been planned.

New body-on-frame models for the US market

Dealers were shown an early preview of the upcoming two-row Xterra SUV, marking the return of the Xterra nameplate. Scheduled to launch in the second half of 2028, the model is positioned to compete directly with Jeep. Some dealers described it as a radical-looking full-size truck with oversized tires, a bold grille, and a rugged design focus. The Xterra will be the first of five U.S.-built vehicles developed on a new body-on-frame platform. This architecture will also underpin an Infiniti variant, along with next-generation versions of the Pathfinder, Frontier, and Infiniti QX60, strengthening Nissan’s presence in trucks and SUVs.

Near-term product actions and lifecycle updates

In the shorter term, Nissan outlined several initiatives aimed at sustaining competitiveness and profitability across core segments:

• The Rogue Hybrid e-Power compact crossover will begin a gradual rollout in late 2026. Early units will be imported from Japan, with U.S. production planned alongside the next-generation Rogue, potentially starting as early as the first quarter of 2027.

• The Altima sedan will remain in production through late summer 2027, supported by targeted marketing efforts to retain relevance in the midsize sedan segment.

• The Murano midsize crossover and Frontier midsize pickup will undergo trim-level repricing and repackaging to improve value positioning and margin performance.

Through a combination of localized manufacturing, platform consolidation, and carefully timed product updates, Nissan US sales strategy reflects a measured push to regain volume momentum while aligning future offerings with evolving market demand.