gbshaun
Well-known member
Another disappointing month of Leaf sales (though around here I see several almost every day, with more every month)
But to what extent do you think Nissan's advertising is missing the mark?
eg:
I bumped into a couple at the weekend who asked how I liked my Leaf. So obviously is aware and has interest.
Turns out he commutes 28mi each way AND currently pays $7/day to use the carpool lane.
Run the maths on that and I pointed out how that was more per month than it costs with the new, lower lease rates.
"They lease them now? I'd heard they didn't do leases for the Leaf. That would be great if they do" .
So if lower total-cost-of-ownership is going to be the selling point, perhaps start by targeting that sort of commuter.
However, it seems to me that this "lower total-cost-of-ownership" angle has in fact been too much of the focus. We've all seen countless reports where the media has run some superficial numbers (rarely taking into account reduced maintenance costs) and almost always concluded that folks would never save enough to cover the extra cost c/w a Versa, or Honda Fit etc.
But have they ever said the same thing about a BMW Mini, or Porsche Boxter?
MOST cars that are sold are NOT the least expensive option. People willingly pay more, sometimes a LOT more, to enjoy a car with different features.
The Leaf may not have the same top speed or attract the ladies in quite the same way as the Boxter, but for me the Leaf's unique features are better than those of the Porsche (living on the coast in S.Cal. the top speed and handling are not something you can use anyhow). So if paying $30,000 more for a Boxter is ok, then what's the problem paying $10,000 more for a Leaf?
What I don't see is Nissan pointing out how and why its features are worth paying for. For me it's the most pleasant car to drive, especially for local trips. I could detail many reasons why.
There are only so many qualified potential customers out there who are motivated by environmental reasons, and only so many people for whom the Leaf would save money, but there are many many people (like me) who would gladly pay for some of the cool features of owning an EV.
Shaun
But to what extent do you think Nissan's advertising is missing the mark?
eg:
I bumped into a couple at the weekend who asked how I liked my Leaf. So obviously is aware and has interest.
Turns out he commutes 28mi each way AND currently pays $7/day to use the carpool lane.
Run the maths on that and I pointed out how that was more per month than it costs with the new, lower lease rates.
"They lease them now? I'd heard they didn't do leases for the Leaf. That would be great if they do" .
So if lower total-cost-of-ownership is going to be the selling point, perhaps start by targeting that sort of commuter.
However, it seems to me that this "lower total-cost-of-ownership" angle has in fact been too much of the focus. We've all seen countless reports where the media has run some superficial numbers (rarely taking into account reduced maintenance costs) and almost always concluded that folks would never save enough to cover the extra cost c/w a Versa, or Honda Fit etc.
But have they ever said the same thing about a BMW Mini, or Porsche Boxter?
MOST cars that are sold are NOT the least expensive option. People willingly pay more, sometimes a LOT more, to enjoy a car with different features.
The Leaf may not have the same top speed or attract the ladies in quite the same way as the Boxter, but for me the Leaf's unique features are better than those of the Porsche (living on the coast in S.Cal. the top speed and handling are not something you can use anyhow). So if paying $30,000 more for a Boxter is ok, then what's the problem paying $10,000 more for a Leaf?
What I don't see is Nissan pointing out how and why its features are worth paying for. For me it's the most pleasant car to drive, especially for local trips. I could detail many reasons why.
There are only so many qualified potential customers out there who are motivated by environmental reasons, and only so many people for whom the Leaf would save money, but there are many many people (like me) who would gladly pay for some of the cool features of owning an EV.
Shaun