Creating a crowd-pleasing crossover: The evolution of Rogue design

Over three generations, the Nissan Rogue has grown up. Its drivers have, too.

The Nissan Rogue debuted in 2007 as a 2008 model, introducing innovative features that redefined expectations for small SUVs. Unlike most small SUVs on the market at the time, Rogue was based on a unibody platform, allowing for driving dynamics more like a sedan than a body-on-frame SUV. Plus, its weight savings provided far better fuel efficiency than traditional SUVs.

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The Nissan Rogue debuted in 2007 as a 2008 model, introducing innovative features that redefined expectations for small SUVs. Unlike most small SUVs on the market at the time, Rogue was based on a unibody platform, allowing for driving dynamics more like a sedan than a body-on-frame SUV. Plus, its weight savings provided far better fuel efficiency than traditional SUVs. The first-generation Rogue quickly became one of Nissan's best-selling vehicles – evidence of the growing demand for a new segment of family-friendly vehicles that became known as crossovers. But when its development started years earlier, designers faced a challenge: What should Rogue look like? (Photo: Business Wire)

The first-generation Rogue quickly became one of Nissan’s best-selling vehicles – evidence of the growing demand for a new segment of family-friendly vehicles that became known as crossovers. But when its development started years earlier, designers faced a challenge: What should Rogue look like?

Hiren Patel is currently senior manager of Exterior Design at Nissan Design America (NDA). But in 2003, he was a relatively new designer, having joined Nissan two years prior.

“It was a difficult product to work on. The crossover segment really wasn’t established, and we needed to decide which direction to go,” Patel said.

Designers debated whether the vehicle should be more like a sedan, SUV or minivan. Ultimately, they decided on a modern design that conveyed SUV-like confidence on the outside while maintaining a car-like, comfortable interior.

“We didn't want it to be a box,” said Alfonso Albaisa, senior vice president of Global Design at Nissan. “Customers wanted a sense of sophistication and style.”

Rogue’s target customer was young families with one or perhaps two young kids. When it was being developed, Patel said there was a cultural shift underway.

“Young families were becoming more vocal about their needs, and design preferences reflected this shift,” Patel said.

To ensure Rogue met this need, Nissan designers performed rigorous testing. They loaded and unloaded items into the back seat to confirm it was easy to get small children in and out. They went to stores like IKEA and Babies R Us to see how young families interact. And when designing the rear cargo area, they made sure it could be used as a diaper-changing area. The team also frequently met with parents to discuss their needs.

Designers wanted Rogue’s interior to be familiar to people who were transitioning out of a sedan or coupe. Albaisa said they decided to create a cockpit-like environment.

“The interior was personal and driver-centric,” Albaisa explained. “We wanted it to be very easy to live with.”

That ethos remained in the second-generation Rogue, which debuted in 2013 for the 2014 model year.

Mainly designed in Japan, the second-generation Rogue featured distinct LED daytime running lights, improved aerodynamics and cutting-edge available safety technologies like Intelligent Forward Collision Warning¹.

“The second-gen Rogue showed how it’s truly a jack of all trades. Its interior was incredibly useful,” said Patel, pointing to features like the optional third-row seats, which were available for the first time.

And while the redesigned Rogue still appealed to young families, its customer base had grown to include parents with older children.

“It attracted a much wider swath of drivers,” Patel said.

The second-gen Rogue was massively popular, and became Nissan’s best-selling model for the first time in 2016.

Third-gen hits the sweet spot

When Nissan designers set out to create the third-generation Rogue, they had a task as daunting as the first generation: keep the vehicle fresh and exciting while still appealing to a wide range of drivers.

So they leaned into a technology-forward approach – inside and out – with bold, upright features. And while its design appears larger than the second-generation vehicle, it is actually 1.5 inches shorter and 0.2 inches lower.

“The sense of tech – even on the exterior with elements like the split LED headlights – really evolved. It became tougher, but in a tech-centric way,” Patel said.

Debuting in 2020 for the 2021 model year, the latest Rogue was designed at NDA – as was its refresh for 2024. It received immediate praise for its design and upscale interior, and Nissan continued to build its value by making Rogue even better each year: It gained a new, more efficient engine for 2022; received brand-new available features like Google built-in alongside the 2024 refresh; and added the Rock Creek edition for 2025.

Rogue’s family-focused features, such as rear doors that open nearly 90 degrees, an available motion-activated power liftgate and standard Safety Shield 360³ have cemented its status as Nissan’s best-selling vehicle in the U.S. All the while, it provides outstanding value and is one of Nissan’s six vehicles with a starting MSRP under $30,000².

“In many ways, the Rogue driver is still the same customer – but now they could have two or three children or even be empty nesters who want comfort, safety features and tech,” said Patel.

In the 17 years since Rogue debuted, it has gained a huge following. Drivers with a wide variety of lifestyles are drawn to its design and versatility. And while Rogue has evolved, it still delivers on providing a feature-filled, comfortable and reliable package.

“Each generation of Rogue redefined the segment,” Albaisa said. “The common thread is that they are all visually arresting but very sophisticated. Each time we redesigned Rogue, our team was able to take something that was hyper-competitive and bring it to the next level.”

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¹ Forward Collision Warning cannot prevent collisions. See Owner’s Manual for safety information.

² Price shown is Manufacturer’s Suggested Retail Price (MSRP) for base model trim. MSRP excludes tax, title, license, options, and destination and handling charges up to $1,390. Dealer sets actual price. Some color, package, and option selections may include, exclude, or require the purchase of additional options and packages. Some options shown may not be available on all trims. See retailer for details.

³ Nissan Safety Shield technologies can’t prevent all collisions or warn in all situations. See Owner’s Manual for important safety information.

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