Nissan Was Once An American Powerhouse. Can Trucks Bring It Back?

Nissan’s U.S. comeback plan is taking shape around electrified Rogues and a new body-on-frame truck and rugged SUV lineup, including a revived Xterra due in late 2028. The move follows a steep fall from Nissan’s peak in 2017, when it sold 1.59 million vehicles and held a 9% share in the U.S. Aggressive incentive-driven volume, rental-fleet sales, and lingering product aging hurt brand image and residual values. The 2018 arrest of CEO Carlos Ghosn added further disruption. Nissan now says it wants healthier, more profitable sales through “Re:Nissan,” including cost cuts and a smaller global range.