Nissan Rogue Sales Decline Despite 2024 Update

Introduction

Nissan launched an updated version of the Rogue for the 2024 model year. However, despite the introduction of new technology and a faux off-road trim, the sales of the Rogue have been declining. This can be attributed to the lack of a hybrid engine option, which puts the Rogue at a disadvantage in a fuel-conscious market.

The Impact of Not Offering a Hybrid Option

When the updated Rogue was unveiled, it was noted that the absence of a hybrid drivetrain was a significant difference between the Rogue and its competitors, the Toyota RAV4 and Honda CR-V. This has become a major issue for Nissan as both Toyota and Honda have seen significant sales growth with their hybrid models. In contrast, the Rogue’s sales have declined by 4.5%.

The Consequences for Nissan

The decline in Rogue sales is a significant blow for Nissan. Dealers have reported a decrease in monthly sales, with one dealer stating that they used to sell 30 to 40 Rogues per month but are now down to 15 to 20. The Rogue represented a third of Nissan’s sales for the 2023 model year.

The Importance of a Hybrid Drivetrain

The lack of a hybrid drivetrain in the Rogue has resulted in lower fuel economy compared to its competitors. While this may not be an issue for vehicles focused on performance or luxury, it is a major drawback for an economy crossover like the Rogue. The sales numbers clearly indicate that customers are prioritizing fuel efficiency in this segment.

Nissan’s Response

A Nissan spokesperson highlighted the features added to the Rogue, such as ProPilot Assist 2.1 and Safety Shield 360, which were intended to make the Rogue competitive in the market. However, the sales numbers speak for themselves, indicating that Nissan’s decision to not offer a hybrid drivetrain has had a negative impact on sales.

Conclusion

Nissan’s failure to offer a hybrid option for the Rogue has resulted in declining sales, while competitors like Toyota and Honda have seen significant growth with their hybrid models. This is a consequence of Nissan missing the hybrid wave and will continue to affect the company until hybrid drivetrains are introduced into the US market.