When asked about range, I always ask how long they are in the car on a daily basis. Never directly answer this question. Worry about range is over sold, which is why people ask. I say you can plan your daily driving, or you can plan your budget (Since gasoline is so expensive). I don't dodge the question, but use it to explain how efficient the Leaf is compared to an ICE. With 75-90% of gasoline being used for heat production, I mention that with the Leaf you have to use battery power for heat, which will impact how far you can go, but at least you aren't throwing money away every day on creating heat you don't need (And warming the air near your car. After all a billion space heaters have no impact on the global heat index do they? I want to turn a few million off and see what happens.). The majority of people respond they drive less than 30 minutes daily, many only about 10. I tell these local people to buy a bike if they want to save a lot of money, but if they want air conditioning an EV is the only choice as long as they have access to a plug. If they are driving 70 or more miles a day, this is a car they have to weigh the benefits versus the limitations. Focus on how efficient the car does what it is designed for - gettting you where you want to go.
It is also a good idea to explain how little energy the AC uses once the cabin is cooled down. Using the pre-cool option is not needed for most people but it is there if you want or need it. People are suprised that the heater uses more power than the AC, and people want the AC more than heater - after all you can bundle up, but you can only take off so many clothes until you are blushing.
This is a car that is perfect for most people to do 90% or more of what they do, and if it doesn't work for them they might consider changing the way they live. Planning a 100 mile trip daily in a Leaf is not going to be fun for most people, although it is easily done if you are willing to take the time required. I had a 65 mile drive turn into a 100 mile drive but the last 20 miles were nail biters, not fun, and not something to reccommend to keep the battery healthy and happy.
Mention that this is not as complicated as the car they now own, it is very different. Once they learn it, they will wonder how they ever learned all they needed to know about owning an ICE. Mention that they know what a starter is, a catalytic converter, a spark plug, a water pump, a gear selector, but with the Leaf all they need to know is how the battery works, and how to use the energy it can store. A 24KWH battery with about 20 usable is what the Leaf has. Most people will only want to use 15KWH so they can keep the battery in its peak state. These batteries like it best when they are not fully charged and not fully depleted. While these extremes won't really hurt the battery when utilised correctly, they need to be aware of what is the source of the power, and why it is so much better than what they grew up with. With an 80KW motor they could theoretically use the entire battery in just 15 minutes, but many people will get about an hour of driving and only use about 50% of the battery. Turn on the power use screen and if thier eyes don't glaze over they will be hooked.
Biggest trouble I see is people think it is complicated and many people have lost the desire to learn. To these people I say it really won't matter to you since you only drive x minutes a day, but if you ever want to know where the energy is going, it is easy to figure out.
Also, M/KWH versus MPG. Keep in mind most people see these as equal equations. A KWH is a far smaller unit of energy and costs a lot less. Consider asking if they know what a KWH costs. They know what a gallon of gas costs. Know the local eectric rates.
The thrill of creating energy while driving is also something different and to some it is intoxicating. You can not have a greener source of power for the Leaf than the 30KW you can put into the battery when slowing the car down. Emphasis this and see what reaction you get. The tank is never empty if you can slow down.
I would add travel time to the dotted lines, having them all add up to about an hour of driving. This could allow another line - forgot to plug in - but still had enough charge to go do it all again!
I also think that passing only ten gas stations is way too small a number - likely with that route you would pass hundreds.
I would add some iconic LA places since it is a targeted ad. Start in Beverly Hills, 5 min to yoga, 2 min. to coffee, making the ad resemble what most people use to get around these days (Mapquest, etc.) might be a better choice than a bunch of dotted lines without real targets. Since this wil run so many weeks, why not make the route change each week? Add average speeds and frustration about miracle mile traffic. You could have some routes add up to several hours in the car with the AC on due to traffic, but how the HOV lane saved you from being late to a flight out of LAX - with free parking and in the terminal!
One week could be the wife dirve, one week the dad, one week the college student, one week the dog, and one week the cat - cats love a quiet smooth ride.... And comedy sells to your target audience when it is backed up by sound thinking.
