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Nissan: Age of Average EV Customer Is Dropping

As we approach the third anniversary of the all-electric LEAF, Nissan said the average age of its LEAF customers is dropping, and more women are choosing to dump the pump. Speaking with Detroit News, Erik Gottfried, Nissan’s director of electric vehicle sales and marketing in North America, said the average age of LEAF buyers has dropped from a high of 53 years old last year to 51 years old this year.

While early LEAF sales were mainly to middle-aged men, sales to women have increased to between 25 and 30 percent. Previous sales to women were between 10 to 15 percent.

In addition, he noted, buyers are now buying the LEAF not just for its environmental credentials. When the LEAF launched, many buyers were focused on its environmental benefits. Now, people are buying it much more because its low cost of ownership and driving dynamics are attractive. “In the past 12 months it’s shifted to value,” said Gottfried.

Those changes in demographics are caused by many reasons, one of which is the fact that early adopters—predominantly well-educated middle class customers who are concerned about the environment and national security as previous studies have shown—have already purchased their car.
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