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At Under $19K for a Nissan Leaf, Does the Math on Electric Cars Finally Add Up?

Nissan’s Leaf has a long way to go to expand beyond its status as a niche commuter car. Sales have been underwhelming, even with cheap lease offers, leading some to declare the Leaf an overpriced, impractical flop. Will this change now that the Leaf isn’t quite so overpriced?

For a while now, we’ve heard that the new Nissan Leaf will have a cheaper sticker price than older models. Now we know just how much cheaper it’ll be.

Impressively, the retail price of the 2013 Nissan Leaf will drop by over six grand.

This week at the Detroit Auto Show, Nissan announced that the new Leaf S series will start with an MSRP of $28,800, which undercuts the previous least expensive Leaf by $6,400, representing a drop of 18%. Add up the incentives for buyers—$7,500 in federal tax credits, plus a $2,500 rebate in certain states, including California—and drivers can essentially pay “full price” for a Leaf for as little as $18,800.

(MORE: Electric Cars: More Models, Cheaper Prices Coming in 2013)

A drop of more than $6,000 in a vehicle’s sticker price is undeniably a big deal. Normally, an automobile model’s MSRP only goes in one direction: up. Any official dip in price can make news, and when the decline is substantial, like whenVolkswagen dropped the starting price of the Jetta by $2,400, it can provide a major boost to sales.

Is that what we can expect from the new Leaf? Surely, the lower price will push some buyers into getting off the fence in the consideration of an electric vehicle. But Leaf sales have underwhelmed before, falling well short of sales goals in each of its first two years on the market, and they may do so again. Nissan anticipated a 50% rise in Leaf sales in 2012, only to see sales increase by 22%, even as the automaker rolled out discounted lease deals toward the end of the year. Before that, Leaf sales were often down compared to corresponding months in 2011.

For 2013, Nissan is projecting a sales increase of at least 20% for the Leaf, thanks to the newly cheaper price. “Now customers won’t have to pay a premium for owning a green car that’s really fun to drive, and that’s exciting,” Billy Hayes, global vice president of Leaf sales, stated via press release. That statement, of course, basically owns up to the idea that anyone buying a Leaf in the past was indeed paying a high premium for the privilege.


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