Nissan defies tariff trends by lowering prices on 2025 Rogue and Pathfinder SUV models
Nissan defies tariff trends by lowering prices on 2025 Rogue and Pathfinder SUV models
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Donald Trump set to announce new tariffs on April 2
U.S. President Donald Trump has been calling April 2nd 'Liberation Day' for weeks. It's the day he'll be unveiling an array of new tariffs that could upend the global trade system.
Nissan is lowering the sticker prices for its Rogue and Pathfinder SUVs to offer more affordable options in a competitive market.
The discounts range from $670 to $1,930 depending on the vehicle and trim.
A new study predicts most automakers will increase their list prices by about $3,300 due to tariffs.
Nissan Group of the Americas is bucking what many experts predict will be the trend of raising vehicle prices to cover the added costs of President Donald Trump's tariffs.
Nissan, rather, is lowering the prices of two of its bestsellers.
The Japanese automaker announced last week it is lowering the Manufacturer's Suggested Retail Prices across the entire line of the popular 2025 Rogue and 2025 Pathfinder three-row SUVs, ranging from a $670 to $1,930 rollback. The Rogue's top price cut is $1,930 and the Pathfinder is $1,170.
The discounts aren't huge and Nissan could have just offered that amount as incentives, but by shaving it off the list price, it tells consumers that the least expensive Rogue now starts at less than $30,000 and the least expensive Pathfinder comes in below $40,000.
Nissan builds the Pathfinder and some Rogues at its factory in Smyrna, Tennessee. It also imports the top-level trim Rogues from Japan. A Nissan spokesperson told the Detroit Free Press that the company is lowering pricing on the vehicles to enhance "the value of its most popular models."
Tariffs shock the auto industry: Car repair costs set to surge as inventory drops and tariffs take effect
She said the prices go into effect immediately and the vehicles are available now at dealerships.
"These actions will improve affordability for customers and boost competitiveness of the models in their respective segments," spokesperson Kaitlyn Jefferson wrote in an email.
Nissan reported that its U.S. first-quarter sales rose 5.7% over a year earlier to 267,085 vehicles sold, which includes its luxury line Infiniti. Sales of the Pathfinder rose 3.4% to 19,661 vehicles sold. But sales of the Rogue plummeted in the quarter by 32% to 62,102 SUVs sold. Despite that drop, the Rogue still delivered the highest volume in sales.
A new study predicts average lift in prices
Nissan's pricing move is unusual given that Trump has said he will impose 25% tariffs on all imported vehicles. Many auto industry analysts and automakers have warned the tariffs will force new car prices to rise to cover the additional costs to import either vehicles made overseas or parts imported for vehicles made in the United States.
Some experts have predicted new vehicle prices will rise on average $5,000 to $15,000. In the CarGurus' First Quarter Intelligence report released Wednesday, it estimates tariffs will add $3,300. In March, the average new vehicle list price was $49,500, the report said. It predicts tariffs will push that up to $52,800.
In fact, uber-luxury sports car manufacturer Ferrari has already said it will raise prices by a maximum of 10% on all models imported to the United States after April 2. Ferrari manufactures all its cars at its Maranello facility, in northern Italy.
As to the impact tariffs might have on Nissan's broad lineup, Jefferson told the Free Press the automaker is reviewing the details of Trump's executive order imposing the tariffs and she declined to comment further. But she added, "We have plenty of protected vehicle and service parts inventory. We are in a strong position to meet both dealer and customer demand."
Nissan's new prices
Here are the discounts and new prices for the 2025 Nissan Rogue, according to its website. The following list does not include the $1,390 destination charge:
The front-wheel drive S trim level gets a $640 price reduction, now starting at $28,590.
The better-equipped SV front-wheel drive model gets a $1,380 discount, now starting at $29,590.
The SL front-wheel drive model gets a $1,000 discount, now starting at $35,090.
The Platinum front-wheel drive gets a $940 discount, now starting at $38,590.
The S all-wheel drive model gets a $640 discount, now starting at $29,990.
The better-equipped SV all-wheel drive model gets a $1,380 discount, now starting at $30,990.
The Rogue Rock Creed all-wheel drive edition gets a $1,930 discount, now starting at $33,490.
The Rogue SL all-wheel drive edition gets a $1,000 discount, now starting at $36,490.
Here are the new prices for the 2025 Nissan Pathfinder, not including the $1,390 destination charge:
The S 2WD version gets a $670 discount, now starting at $36,400.
The SV 2WD version gets a $670 discount, now starting at $39,390.
The SL 2WD version gets a $1,170 discount, now starting at $42,090.
The Platinum 2WD version gets a $1,170 discount, now starting at $48,640.
The S 4WD version gets a $670 discount, now starting at $38,400.
The SL 4WD version gets a $1,170 discount, now starting at $44,090.
The Rock Creek 4WD version gets a $670 discount, now starting at $44,490.
The Platimum 4WD version gets a $1,170 discount, now starting at $50,640.
Jamie L. LaReau is the senior autos writer who covers Ford Motor Co. for the Detroit Free Press. Contact Jamie at jlareau@freepress.com. Follow her on Twitter @jlareauan. To sign up for our autos newsletter. Become a subscriber.
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