Virus Won't Stop the Rogue, Nissan Says

Steph Willems
by Steph Willems
virus wont stop the rogue nissan says

With assembly plants shut down in North America and overseas, supply chains thrown into disarray, and workers and salaried employees either furloughed or working from home, it’s only natural to question the timing of future products.

When it comes to Nissan’s bread and butter, you needn’t bother. The automaker says virus or no, the next-generation Rogue will land in the fall as planned.

As reported by Automotive News, Nissan responded to a report in Nikkei Business Daily — which suggested the automaker was ready to postpone the launch of the third-generation model — by saying the fall introduction will go ahead.

Never has the near future been more shrouded in uncertainty, but fall seems distant enough to imagine workers in Smyrna, Tennessee heading to the Nissan plant in droves, as per normal. The same goes for U.S. buyers and their local dealership. It’s possible that the coronavirus epidemic will have run most of its course by that point, though history could show this to be wishful thinking.

Regardless, at some point the public health-mandated social distancing measures will ease, and buyers and lessees will find themselves needing new wheels. And at Nissan, the Rogue is the vehicle most likely to find a buyer. Introduced for the 2008 model year and returned in second-gen form in 2014 (a refresh came for 2017), the compact Rogue and its smaller Rogue Sport stablemate made up a quarter of the brand’s first-quarter U.S. sales volume.

That brand-wide volume, by the way, was down 30 percent over Q1 2019.

The upcoming Rogue is expected to grow slightly in size while donning a butchier set of clothes — all the better to do battle with the newly brawny (looking) Toyota RAV4. Given Nissan’s prowess with electrified propulsion, a plug-in hybrid could be in the offing. The current-gen Rogue, of course, will be remembered for fielding one of the least memorable hybrids to ever grace the market — a barely-there product that vanished seemingly as quickly as it appeared.

[Image: Nissan]

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  • Steve Biro Steve Biro on Apr 06, 2020

    Perhaps it's just me but there hasn't been a Nissan that has triggered any interest in me in at least two decades. Well, save for the Frontier that's about to be updated into something that I probably won't want. Somehow, Nissan has managed to make its cars homely and boring at the same time - and has graced nearly every one of them with a CVT that is known to be one of the most problematic on the market. To each his or her own, but unless Nissan is the only one who'll give you the loan, I can't see how one would opt for almost any of the company's vehicles given the superior competition that's out there.

    • HotPotato HotPotato on Apr 06, 2020

      Because Nissan gives you the best value per dollar in many segments, that CVT everyone thinks they hate gives you excellent fuel economy, and the Japanese brand name gives you the implied promise of reliability. You don't get the Korean warranty, but then again the Korean brands have a lousy reputation for honoring that warranty, so... I mean, it's not the choice I would make, but I've been lucky enough to worm my way into a job with a decent salary and a nontoxic management culture that won't fire me if my car strands me on the way to work. So I have the luxury of buying something something nicer or more interesting. Many of us don't have that luxury.

  • Nick_515 Nick_515 on Apr 06, 2020

    What will? Asking for a friend.

  • Keith Maybe my market's different. but 4.5k whack. Plus mods like his are just donations for the next owner. I'd consider driving it as a fun but practical yet disposable work/airport car if it was priced right. Some VAG's (yep, even Audis) are capable, long lasting reliable cars despite what the haters preach. I can't lie I've done the same as this guy: I had a decently clean 4 Runner V8 with about the same miles- I put it up for sale around the same price as the lower mile examples. I heard crickets chirp until I dropped the price. Folks just don't want NYC cab miles.
  • Max So GM will be making TESLAS in the future. YEA They really shouldn’t be taking cues from Elon musk. Tesla is just about to be over.
  • Malcolm It's not that commenters attack Tesla, musk has brought it on the company. The delivery of the first semi was half loaded in 70 degree weather hauling potato chips for frito lay. No company underutilizes their loads like this. Musk shouted at the world "look at us". Freightliners e-cascads has been delivering loads for 6-8 months before Tesla delivered one semi. What commenters are asking "What's the actual usable range when in say Leadville when its blowing snow and -20F outside with a full trailer?
  • Funky D I despise Google for a whole host of reasons. So why on earth would I willing spend a large amount of $ on a car that will force Google spyware on me.The only connectivity to the world I will put up with is through my phone, which at least gives me the option of turning it off or disconnecting it from the car should I choose to.No CarPlay, no sale.
  • William I think it's important to understand the factors that made GM as big as it once was and would like to be today. Let's roll back to 1965, or even before that. GM was the biggest of the Big Three. It's main competition was Ford and Chrysler, as well as it's own 5 brands competing with themselves. The import competition was all but non existent. Volkswagen was the most popular imported cars at the time. So GM had its successful 5 brands, and very little competition compared to today's market. GM was big, huge in fact. It was diversified into many other lines of business, from trains to information data processing (EDS). Again GM was huge. But being huge didn't make it better. There are many examples of GM not building the best cars they could, it's no surprise that they were building cars to maximize their profits, not to be the best built cars on the road, the closest brand to achieve that status was Cadillac. Anyone who owned a Cadillac knew it could have been a much higher level of quality than it was. It had a higher level of engineering and design features compared to it's competition. But as my Godfather used to say "how good is good?" Being as good as your competitors, isn't being as good as you could be. So, today GM does not hold 50% of the automotive market as it once did, and because of a multitude of reasons it never will again. No matter how much it improves it's quality, market value and dealer network, based on competition alone it can't have a 50% market share again. It has only 3 of its original 5 brands, and there are too many strong competitors taking pieces of the market share. So that says it's playing in a different game, therfore there's a whole new normal to use as a baseline than before. GM has to continue downsizing to fit into today's market. It can still be big, but in a different game and scale. The new normal will never be the same scale it once was as compared to the now "worlds" automotive industry. Just like how the US railroad industry had to reinvent its self to meet the changing transportation industry, and IBM has had to reinvent its self to play in the ever changing Information Technology industry it finds it's self in. IBM was once the industry leader, now it has to scale it's self down to remain in the industry it created. GM is in the same place that the railroads, IBM and other big companies like AT&T and Standard Oil have found themselves in. It seems like being the industry leader is always followed by having to reinvent it's self to just remain viable. It's part of the business cycle. GM, it's time you accept your fate, not dead, but not huge either.