During its Vision Event at the company’s global headquarters in Japan earlier this week, Nissan Motor Corp. unveiled the design of the new, electric Juke, marking a major step forward in its electrification strategy, specifically in Europe. As the region’s EV (electric vehicle) market grows, the company is leaning on its 15 years of EV experience to reimagine the distinctive compact crossover as part of its broader strategy to offer an electrified powertrain for every type of customer.

Since its launch in 2010, the Juke has sold 1.5 million copies across Europe, reshaping the segment with its unconventional design. The new Juke amplifies that design focus while introducing a fully electric powertrain, supporting Nissan’s journey towards zero-emissions mobility.

“Juke has always stood for bold design and a willingness to challenge convention,” said Clíodhna Lyons, Region Vice President for Product, Brand & Marketing Strategy for Nissan’s Africa, Middle East, India, Europe and Oceania (AMIEO) region. “As our first fully electric Juke, it will help us reach new customers while expanding choice across our electrified range.”

The all-electric Juke joins a growing European EV lineup, including the new Micra, third-generation Leaf, Ariya crossover, and Townstar LCV—and a new A-segment EV to come. The CMF-EV-platform-based Juke EV will join the Leaf in offering vehicle-to-grid technology, supporting the integration of EVs into the wider energy ecosystem.

“Europe is central to Nissan’s electrification strategy, and we remain firmly committed to a fully electric future,” said Massimiliano Messina, Chairperson for Nissan’s AMIEO region. “With a rapidly expanding EV lineup, we are bringing greater choice and innovation to every segment, powered by our strong design, engineering, and manufacturing footprint in the region.”

Alongside its expanding EV lineup, Nissan will continue to offer its e‑Power hybrid technology, delivering an EV-like driving experience without the need to plug in. Hybrid models such as Qashqai e‑Power and Juke HEV will remain an important part of the lineup to ensure customers have access to technologies that suit their needs today.

The electric Juke will be built at Nissan’s Sunderland Plant in the UK, reinforcing the site’s central role in the company’s global EV strategy. It is already home to the Leaf, with the first trial phase of Juke production starting in the coming weeks. The new Juke will be launched in spring 2027.

 

New vision of AI-led intelligence and electrification

In addition to the Juke, execs gave more insight into the company’s direction, product roadmap, and technology innovations to global media, stakeholders, and employees. Its long‑term vision, “Mobility Intelligence for Everyday Life,” defines a customer‑centric strategic direction and a vision that integrates a focus on AIDVs (artificial-intelligence-defined vehicles) and offering a choice of electrification technologies to meet diverse customer and market needs.

“This is the right moment to articulate Nissan’s long‑term vision as we look beyond the Re:Nissan plan and set a clear path for the future,” said Ivan Espinosa, President and CEO of Nissan Motor Corp. “Our vision defines where Nissan is headed, with customer experience as our guiding priority. By advancing mobility intelligence, we will deliver products and technologies that are safer, more intuitive, and more accessible with outstanding value and a more rewarding overall experience.”

Beyond Re:Nissan, the company’s new long‑term direction is designed to drive sustainable competitive advantage across next‑generation technologies, a streamlined product portfolio, a redefined global market approach, and an industrial model organized around clearly defined vehicle families.

Artificial intelligence is central to Nissan’s approach to technology innovations. Its AIDV focus will combine AI Drive and AI Partner technology to enhance mobility and optimize time spent in transit.

Building on the deployment of ADAS (advanced driver assistance system) technologies, Nissan is integrating AI with vehicle control and safety systems. The company aims to deploy AI Drive technology, focused on advancing autonomous driving, across 90% of its lineup over the long term. The new Elgrand, scheduled for launch in summer 2026, will adopt next-generation ProPilot with end-to-end autonomous capability by the end of fiscal 2027.

The company will enhance its customer experience using AI Partner technology that supports everyday activities and integrates the vehicle “naturally into everyday life.”

Nissan’s AI‑led experience will be enabled by increasing electrification. The company says its e‑Power series-hybrid technology is extending electrification adoption, providing a core platform that delivers electric‑like driving and creating a natural bridge to fully electric vehicles.

Alongside e‑Power, it will offer a broader range of electrified powertrains to meet diverse customer needs across global markets. The diversified powertrain lineup includes a new HEV (hybrid electric vehicle) system for future frame‑based vehicles, serving customers requiring greater capability and long‑range confidence. Nissan will complete the spectrum of customer choice by offering plug‑in hybrid and range‑extender hybrid solutions through partnerships.

 

Streamlined product portfolio and industrial model

Nissan’s new product strategy is more focused on clarity of role and faster development. The company will streamline its global lineup from 56 to 45 models, eliminate low-performing models, and reallocate reinvestment to growth areas. It will expand powertrain options for each model, giving customers more choice, increasing volume per model, and strengthening its business foundation.

For its new approach, the company is building its model strategy around four categories. Heartbeat models embody Nissan’s identity, emotional value, and innovation; Core models sustain global business with scale and stability; Growth models target expansion where demand is emerging; and Partner models extend market coverage through disciplined collaboration.

At the event, the company showcased some models that embody the next steps for this strategic focus.

The Juke EV is a “Europe Core” model that combines bold, distinctive design with full electrification and intelligent features. The new X-Trail/Rogue Hybrid e-Power is a Global Core model featuring Nissan’s electric-motor-driven system that provides the efficiency of a strong hybrid with the “spirited driving character” provided by electric motors—all without needing to charge. The Xterra is a Heartbeat model for the U.S., offering an “adventurous spirit, body-on-frame strength, and purpose-driven design.” The Skyline is a Heartbeat model for Japan, delivering performance, precision, and driver-focused character.

In the premium segment, the Infiniti brand will be revitalized through new and refreshed models, beginning with the new 2027 QX65 SUV this spring. This will be followed by four additional models: a new mid-size hybrid SUV, a performance-oriented V6 sedan, and two frame-based hybrid SUVs.

As part of the vision, Nissan is transforming its industrial model through the Product Family strategy. This will move the company’s focus from model‑by‑model optimization to architecture‑led development built on shared vehicle, powertrain, and software platforms.

It will concentrate development around three product families that will account for more than 80% of global volume, increase volume per model by more than 30%, while accelerating development speed and technology rollout. By aligning product design and industrial execution, the company aims to strengthen quality, improve cost discipline, and enable faster, more competitive product launches at scale.

 

First look at U.S. Rogue and Xterra

For the U.S. market, Nissan offered a first look at the new 2027 Rogue featuring the company’s Hybrid e‑POWER technology. As the company’s number one model in the industry’s largest segment, the new Rogue reinforces the brand’s growth strategy across the U.S. and Canada. Since its introduction in 2000, the Rogue/X Trail model family has sold nearly 10 million units globally, including almost 4 million in the U.S., making it one of Nissan’s most successful vehicles worldwide.

“With hybrid e‑Power, the all-new Rogue will bring the smooth, responsive feel of electric motor driving to one of the most popular compact SUVs in North America, while staying true to what customers value most – efficiency, confidence, and everyday usability,” said Ponz Pandikuthira, Senior Vice President and Chief Product & Planning Officer for Nissan Americas.

The Hybrid e‑Power introduces a distinct approach to powertrains within the U.S. compact SUV segment. A gasoline engine generates electricity solely to power dual electric motors that drive the wheels.

Nissan also confirmed the return of the Xterra, revealing the first teaser visuals. The new rugged SUV will be produced in the U.S., with a launch targeted for late 2028.

Nissan is exploring a family of five U.S.-built models, including the Xterra, on a new body-on-frame platform, with potential expansion to pickups and multi-row SUVs for the Nissan and Infiniti brands. Giving customers more choice across key segments, the model family will feature V6 or new V6 Hybrid powertrains.

 

Redefined market approach

Nissan is evolving its global business strategy with redefined roles for its three lead markets—Japan, the U.S., and China—that will play a dual role in its overall market strategy. Company execs say they will serve as pillars of performance while also acting as global drivers for competitiveness and industrial capability. They will anchor Nissan’s ability to scale innovation, tailor volume to demand, and set standards for how to compete globally on speed, cost, and consumer relevance.

Japan, its home market, will serve as the proving ground for advanced technologies. This includes the introduction of next‑generation ProPilot and mobility services, while strengthening Nissan’s core model offerings. From FY 2028, the company plans to introduce a compact car series to further enhance the lineup, growing sales to 550,000 total annual volume by fiscal year 2030. In parallel, it hopes that deeper engagement with younger customers will support renewed brand strength and long‑term relevance.

The U.S. will provide stable returns and a foundation for sustained growth, with an ambition to return to one million annual sales by FY 2030. The market strategy is centered on leadership in large vehicles and a strong manufacturing footprint supported by a high level of localization. Product competitiveness will be reinforced through the next‑generation Rogue Hybrid e‑Power; a new family of new body‑on‑frame vehicles led by the return of Xterra that will feature the V6 and new V6 hybrid powertrain options; and continued use of V6 engines in D‑segment SUVs where customer demand requires. The company says that EV investments will remain disciplined and responsive to consumer trends and policy evolution.

China will serve as a source of development speed, cost efficiency, and global exports. By strengthening its NEV (new energy vehicle) lineup, the company hopes to expand domestic sales while establishing exports as a strategic pillar, with a target of one-million-unit sales by FY 2030. Under this approach, the N7 model will be exported to LATAM and ASEAN, while Frontier Pro will be supplied to LATAM, ASEAN, and the Middle East, providing growth opportunities through additional electrified-vehicle options.

Beyond the lead markets, other markets, including Europe, India, and Africa, will play a role in expanding Nissan’s reach and supporting overall growth.

“As we continue on our path to recovery, it is essential that Nissan demonstrates our relentless focus on serving the customer, seizing the opportunities provided by AI technologies, expanding electrification, and driving innovation into our vehicles to deliver sustainable market growth,” concluded Espinosa.