Nissan Rogue sales decline for the first time after 12 years

Nissan Rogue boasted robust sales growth every year since its launch in 2007. But the growth streak has come to an abrupt end after its sales dropped 15 percent to 350,447 vehicles in 2019 compared to previous year in United States.

Nissan Rogue prevailed over most of its crossover competition throughout its life and has persistently ranked as one of the best selling SUVs in North America. Since its debut in 2007 it has tasted splendid growth every year, and emerged as a robust money maker for Nissan.

Overwhelmed by its success, Nissan released a sports version in 2017 and equipped it with a smaller engine in a slightly smaller body, they also introduced a hybrid version same year. It appears their strategy didn’t work out, as Rogue sales have plateaued and endured a sharp decline of 15 percent in 2019.

While Nissan Rogue saw first year of decline in USA, its sales witnessed a decline for second consecutive year in Canada. To be specific 41,167 vehicle were sold in 2018, down 5 percent from previous year. It dropped further in 2019 to 37,530 units, a 9 percent drop and about 14 percent total decline in sales from its peak in 2017.

Even with sharp decline in sales, Nissan Rogue still ranked as 3rd best selling SUV in the United States only behind Toyota RAV4 and Honda CR-V.

Nissan Rogue is a crossover SUV with 2.5L four cylinder engine producing 170 horsepower at 6,000 rpm and 175 lb-ft torque at 4,400 rpm. Its sister sports version is equipped with smaller 2.0L V4 engine producing 141 horsepower at 6,000 rpm and 147 lb-ft torque at 4,400 rpm.

In its first year of launch, in 2007 Nissan sold 17,808 vehicles to American customers but saw gargantuan growth of 310 percent in 2008 when it sold 73,053 units. This growth can be mainly associated to 2008 economic recession which diminished purchasing power of customers, who suddenly preferred cheaper fuel efficient SUVs, which in result bankrupted gas guzzling SUV brands like Hummer. In subsequent ten years, its sales rose over four times or 464 percent when 412,110 vehicles rolled off the showroom floors in 2018.

Author: Nabeel K

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