We report on the preparation of LaxCe1-xOy nanorods (x = 0-0.5) with uniform aspect ratio, and their evaluation as active supports for Au in the water-gas shift (WGS) reaction. By independently controlling aspect ratio and composition, we demonstrate that the reducibility of the nanorods is determined by the preferential exposure of highly active {110} planes and the La:Ce ratio. After deposition of Au onto these nanorods, the WGS activity is closely correlated with the reducibility of the oxides, indicating that the strong relationship between activity and reducibility previously reported for nanoparticle-based catalysts holds independent of morphology.