Nissan, one of Japan’s leading automakers, has announced significant production cuts in its U.S. plants, marking a critical step as it grapples with declining global sales. Production at the Canton assembly plant in Mississippi, responsible for the popular Frontier pickup truck, and the Smyrna factory in Tennessee, which builds the Rogue SUV, will be reduced by 17% compared to last year. These two models collectively represent nearly 30% of Nissan’s total U.S. sales, making the decision a bold yet risky move for the automaker.
The cuts will extend through March 2025, following an earlier decision to reduce the workweek at these facilities from five days to four through the end of December 2024. Nissan cited the need to align production with market demand as the primary reason for the adjustment, signaling the brand’s focus on recalibrating operations in the face of shrinking global sales.
Challenges Mount: Declining Sales and Global Workforce Cuts
This production cut comes amid broader challenges for Nissan, which recently announced a 20% reduction in its global output and plans to cut 9,000 jobs worldwide. In the U.S., approximately 1,000 employees—about 6% of its local workforce—are expected to accept early retirement offers by the end of 2024.
The automaker is also navigating internal concerns about its financial viability. Reports have surfaced of senior company officials warning that Nissan has just 12 to 14 months to stabilize its operations and secure a sustainable future. Adding to the uncertainty, the recent sale of 149 million shares in Mitsubishi Motors has sparked speculation about whether Nissan’s strategic shifts will be enough to address its financial difficulties.
Collaboration with Honda and Mitsubishi: A Glimmer of Hope?
In a bid to secure its future, Nissan has joined forces with Honda and Mitsubishi to develop electric vehicles and associated software. The alliance, announced in August, aims to pool resources and expertise to advance electrification efforts. While framed as a partnership, some, including former Nissan and Renault CEO Carlos Ghosn, speculate that this could be a disguised takeover of Mitsubishi and Nissan by Honda.
The automaker’s efforts to transition to electrification may not be enough to counterbalance its current struggles. Despite promising collaboration, fears linger over whether these initiatives will deliver the results Nissan desperately needs.
Nissan Faces an Uphill Battle
The timing of these developments could not be worse for Nissan. With global profits down and consumer demand shrinking, the company is under pressure to prove its resilience. Analysts suggest that cutting production of two of its most popular models—Frontier and Rogue—could be a gamble that either stabilizes inventory and profitability or worsens its market position.
Adding to the pressure, Nissan’s leadership must navigate this crisis amid whispers of potential collapse without a new anchor investor. The automaker’s future appears increasingly uncertain, with many looking to March 2025 as a critical milestone for its survival strategy.
As the automotive industry shifts towards electrification and software-driven innovation, Nissan’s ability to adapt while managing its financial woes will determine whether it can reclaim its footing or become a cautionary tale in the annals of global car manufacturing.
