Categories

Archives

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 Focuses Leaf Marketing on Different Kind of Green

You can still hug a polar bear if you buy a Nissan Leaf, but ecological sensitivity no longer is required: In anew marketing campaign that marks a decided shift, Nissan now wants you to buy its trailblazing all-electric vehicle if you just want to save some money getting to work and to the supermarket.
Nissan has been disappointed with US sales of Leaf for its first few years on the market; sales of EVs and plug-in hybrids have fallen below expectations across the industry despite a record run of high gasoline prices. American consumers simply haven’t proven ready to adopt these vehicles as a practical proposition, mainly because they still can’t go very far on a charge.
So after three years of emphasizing the green credentials of the market’s first mainstream EV, and how you really can find charging stations scattered across the landscape, Nissan’s advertising now will deliberately expand Leaf’s appeal beyond environmentally conscious drivers to the legions of Americans who are simply budget conscious.
“We’re focusing on the value and economic equation of having an EV—what impact that would have on your household budget,” Eric Gottfried, director of Leaf sales and marketing, told Automotive News. “If the car is affordable on a monthly basis and it’s saving you a significant amount of what would be gas expense, that’s a whole different mindset.”
So, importantly, the new Leaf campaign will build onanother major step that Nissan recently took: coming up with a base S version of Leaf that is priced $6,400 below the previous version, at a $28,800 sticker, and is available on a $199-a-month lease offer that already helped boost sales last year.
The two-pronged new strategy makes sense. There are plenty of early adopters in the American car-buying public, but Leaf hasn’t been able to attract enough of them to gain traction by being positioned purely for them. The public generally has shied away from Leaf because its range averages only about 75 miles per charge which, while improved by 15 percent over the year before, remains only good for a long suburban commute.
And if there’s a traffic jam that drains the juice? Try to find the nearest EV-charging station in an era when they’re still few and far between.
More http://www.brandchannel.com/home/post/2013/04/25/Nissan-Leaf-Marketing-Shift-042513.aspx

Share

Leave a Reply