MIAMI -- Nissan felt Miami was an ideal spot to reveal the Rogue because it's a prime market to reach Hispanic buyers.
Nissan is among the leading brands for Hispanic consumers, with a market share around 12 percent among that demographic, according to IHS. The Rogue is one of Nissan's top sellers to Hispanics and in the U.S. overall.
Rogue sales are up 14 percent through August, with 215,160 sold.
"This is one of the vehicles we're selling best for this market. This is a market that is not only growing, but is meant to grow even more," Nissan North America Chairman Jose Munoz told Automotive News after the Rogue's unveiling this month. "We believe that launching in Miami [is] a strong sign of commitment."
A Nissan spokeswoman said the brand has had success owning regional auto shows such as the Miami International Auto Show. Nissan had two global debuts in Miami this year -- revealing the Rogue at a launch event the day before the show and the Sentra SR Turbo the following day for press on the show floor.
The global unveilings were welcome news for Rick Baker, the show's manager.
Baker, who also is president of the South Florida Automobile Dealers Association, said the show was moved up from its traditional November dates to September because of construction at the Miami Beach Convention Center.
The November time slot meant Miami lost out on global launches to the Los Angeles Auto Show. He remembers instances where manufacturers would only have displays on the opening weekend for his show before quickly removing them so they could be transported to Los Angeles.
This year, Miami hosted three global debuts -- the two Nissan models and the Ford F-150 STX. The show plans to stick with the September time frame next year.
Baker said he doesn't mind if automakers debut products at outside venues during exclusive launch events in the city. As long as the vehicles make it to his show, he's fine.
"Give me a couple [global debuts] a year. It's all I want," Baker told Automotive News. "Keep me on the map."