Nissan Faces Major Setback Amid U.S. Tariff Pressure

Nissan is cutting back production of its Rogue SUV in Japan in response to new U.S. import tariffs—a move that has sent the company’s stock into a sharp decline.

The Japanese automaker is under increasing pressure following the announcement of fresh U.S. import duties. Nissan has confirmed plans to reduce the production of its best-selling Rogue SUV at its Kyushu plant, Japan, due to these new trade barriers.

Between May and July 2025, Nissan aims to lower output of the Rogue by 13,000 units at the Kyushu factory. This reduction represents more than 20% of the 62,000 Rogues sold in the U.S. during the first quarter of 2025. The decision is directly tied to a new 25% U.S. tariff on vehicles manufactured overseas.

At Kyushu—Nissan’s largest production site—this means fewer working hours for employees and scheduled shutdowns on selected days during the three-month period.

Tariffs Amplify Existing Struggles

The timing of this decision highlights Nissan’s deep reliance on the American market, which accounted for over a quarter of the company’s global sales last year. In 2024, the Rogue stood as Nissan’s top-selling model in the U.S., with nearly 246,000 units sold.

However, the tariffs arrive at an already challenging moment for the carmaker. Nissan has been grappling with an outdated product lineup and a lack of competitive hybrid options when compared to rivals. These shortcomings have already forced the company to revise its earnings forecast downward multiple times in the previous fiscal year.

It comes as no surprise, then, that investor confidence is slipping. Over the past 30 days, Nissan’s stock has dropped by more than 26%. As of now, it trades at €2.00—just above its 52-week low of €1.99, reached only yesterday. The ongoing decline firmly positions the stock in a downward trend.

Looking Ahead

In a brief statement, Nissan said it is currently reviewing its production strategy and supply chain logistics to improve efficiency and long-term sustainability. The company appears to be searching for ways to adapt in a market that’s rapidly evolving—especially as global trade dynamics shift and competition in the auto industry intensifies.

Whether investors should hold or sell remains an open question, but one thing is clear: Nissan has entered a critical phase in its global strategy, and the road ahead may require tough adjustments.