A sample text widget

Etiam pulvinar consectetur dolor sed malesuada. Ut convallis euismod dolor nec pretium. Nunc ut tristique massa.

Nam sodales mi vitae dolor ullamcorper et vulputate enim accumsan. Morbi orci magna, tincidunt vitae molestie nec, molestie at mi. Nulla nulla lorem, suscipit in posuere in, interdum non magna.

Nissan Leaf’s birthday: A lesson in tricky marketing

It’s official. Nissan’s all-electric Leaf is two years old today.

If you don’t feel like singing the song or watching the little guy blow out his candles, then consider this: The sale of the first Nissan Leaf two years ago today kicked off an evolving national sales strategy for Nissan with major implications for Middle Tennessee, home to Nissan’s Franklin-based North American headquarters.

That first sale, as you might expect, was in California, where consumers’ appetite for the vehicle has been the highest — an example of an environmentally minded populace seeing value in the Leaf’s sales proposition. Since that time, Nissan North America Inc. has been working to spread that sentiment eastward across the country in a multi-faceted education and marketing campaign, said Brendan Jones, director of electric vehicle marketing and sales strategy.

“It’s different … it’s emotional,” Jones said of consumers buying the Leaf. “It’s different than any product we’ve ever marketed before.”

In California, a lot of the public is educated about and inclined toward the benefits of all-electric and hybrid vehicles. But elsewhere, Jones said, marketing first involves a broad education campaign on long-term trends in the auto industry, environmental benefits and technological leaps that Nissan says make the Leaf a practical option for many consumers.


1 comment to Nissan Leaf’s birthday: A lesson in tricky marketing

Leave a Reply