Seemingly Misleading Nissan LEAF Advertisement Gets Pulled


A recent ad for the 2018 Nissan LEAF gets banned for seemingly unclear claims about battery charging times.

Nissan put out an advertisement that specified its 2018 LEAF can charge up to 80 percent of capacity in just 40 to 60 minutes. The automaker attached a footnote to clarify that the charging time is dependent on a number of variables. However, apparently, that information wasn’t enough to satisfy the Advertising Standards Authority (ASA) — the UK’s regulator of advertising — after a few people complained about the ad’s potentially misleading nature.

Nissan argued that the ad didn’t mandate that the LEAF’s battery would surely be charged to 80 percent in an hour. Interesting, the automaker’s clarifying footnote reads:

Actual charge time is affected by battery temperature and size, ambient temperature and type of charger used.

Nonetheless, three individuals reported the ad to the ASA. Although the organization doesn’t have the authority to interpret and/or enforce legislation at an official level, it can shed light on the situation and request that changes are initiated and ads are taken down. The ASA actually went so far as to say that it believes Nissan’s footnote may have already been enough to apprise customers, but still, it asserts that Nissan may have been trying to mislead them. The organization explained:

Therefore, because the ad did not clearly convey the degree of variability in the time that may be required to deliver a certain amount of charge, we concluded that the claims had not been substantiated and were likely to mislead.

So, basically, it appears that the ASA hoped the LEAF ad would clearly break down how much the time may change based on each of these individual factors. To us, that seems to be a bit much, and Nissan agrees.

The automaker made a recent statement on the matter:

We were very disappointed with the ruling made by the ASA, although of course we will respect their decision.

We constantly review and react to customer feedback to ensure that we are giving the very best possible service and information.

In the end, Nissan listened to the feedback from the ASA and from vehicle buyers. It not only pulled the ad, but has since added an update to its website that reads as follows:

Plug your New Leaf into a CHAdeMO rapid charger and get from 20% to 80% charge in around 60 minutes.

In addition, Nissan added an admission that the fastest charging speed may only be available once a day since that car might not accept additional quick charges at the same speed due to the battery being hotter after driving.

Source: Independent

Categories: Nissan

Tags: ,

Leave a Reply

55 Comments on "Seemingly Misleading Nissan LEAF Advertisement Gets Pulled"

newest oldest most voted

20 to 80% in 60 minutes? What happened to the 10% start point. Maybe next time Nissan will say 40 to 80% in 25 minutes….now that is fast!
I think the problem was they originally implied that the charge time of 40 minutes to an hour was for 0 to 80%…which is obviously bs.

Glad to see Nissan start to be called out for its BS claims.

Yeah, – I don’t see much benefit to take this car on a trip, since after the first fast charge, you have to wait 1 1/2 hours for the battery to cool down before you ‘fast charge’ it again.

Why anyone would pay a premium for this car that requires such extreme hand holding is beyond me. The only understandable purchases are in countries where there are NO OTHER EV’s for sale – and that if you want an EV – you’re a captive audience for Nissan since they’d be the only game in town.

Hence the misleading claims by Nissan. And the #rapidgate scandal that unfolded soon after release of the ’18 Leaf, which is basically just a Gen 1 Leaf pig with lipstick.

I love the headlines Nissan sells xxx amount of evs in Japan, but there those battery problems are minimized due to a mild climate, and sedate driving styles. Get those cars into the hands of lead footed Americans, in the Southwest, who drive a lot further, and they fall rather flat.
One of the few things we agree on.

Actually if you use the LEAF with lizard batteries 20-80% charge it will last a lot longer than any of the other brands with the possible exception of the Volt. For example, Tesla is begging owners in Tesla forums or Tesla owners with serious battery degradation not to ever supercharge or only charge to 100% for trips and to only daily charge to 70%. They have some serious battery issues brewing. What the shelf life of a 18650 battery — 5 years or 200 cycles?

Please Take A Reality Check on your “5 years (60 months) / 200 cycles?”

Tesla batteries are sourced from their partner Panasonic. These are well known, far and wide, to beat hands down EVerything the ICE OEM competition has throw at them to date.

Put the cork back in your Tesla battery degradation FUD bottle, that your obviously currently chugging on!

“What the shelf life of a 18650 battery — 5 years or 200 cycles?”

Yours is a screen name unfamiliar to me, so I don’t know if your comments are an indication of mere deep ignorance on the subject, or if it’s deliberate Tesla-bashing FÜD.

But either way, there isn’t a single particle of truth there. That comment is entirely a pack of lies.

Tesla’s battery packs have been shown in practice to have a surprisingly long life, with smaller than anticipated degradation over time. Nor does Tesla need to “beg” anyone not to overuse Supercharging; the cars are programmed to slightly reduce the maximum charge rate slightly if Supercharged too often, to prevent premature battery aging.

Actual facts… not the fake news you posted.

No scandal, if the battery gets too hot it will limit charging speeds. Tesla and Chevy and BMW and all the brands do it. Tesla will send you a message and limit your fast charging for you and deplore you not to fast charge. Chevy Bolt fast charging cuts back after half a charge is reached. Nissan reduces the charging speed after a certain temperature is reached. What we have here is a bunch of trolls trying to spread a bunch of dis information. IF you limit your supercharging or fast charging to 70 to 80% overheating should not be an issue in most cases.

I’m not a Troll spreading Mis-information. I’m reading out of the Nissan Owner’s Manual.

“What we have here is a bunch of trolls trying to spread a bunch of dis information”

You describe yourself quite accurately.

In general, BEV auto makers program their cars to prevent overheating of the battery pack, and that includes limiting the power while fast charging. What’s the alternative? To go ahead and let the cars continue to charge at maximum fast-charge speed, and ignore the permanent damage to the battery that would result?

Thank goodness EV auto makers have not done as you’re suggesting! It shouldn’t be up to the driver to decide when to cut back on fast charging. The cars are designed and built — just as they should be — to limit fast charging to what won’t damage the battery.

Now, go peddle your dead-dino-juice sniffing B.S. elsewhere.

Youtube is full of rapidgate videos showing just the opposite of your claims, driving in Scotland at freezing -5C and the battery does not cool down after first rapid charge.
Or driving 130 kph on the Autobahn 150km and the Leaf arrived already at 49C battery temp just from driving so – the very first DC fast charge of the week will overheat the battery to above +50C and charger scale down to 17KW from the beginning not after 70% , all tested from 10-20% starting s.o.c. and all video documented. So the only misinfo is coming from you here Dudamus ….

Dudamus I have a Chevy SPARK EV and I can DC Fast charge (44-50 kW) to 100% with no slow down as many times as I want multiple times a day. The GM system has cooling and is very good. So is the Tesla Super Charger able to charge a many times. Less than 1% loss a year with Tesla.
The LEAF and KIA SOUL EV don’t have Thermal Control Management (cooling) and they wilt very fast in just a year or two. All other EVs are great for battery life even in the HEAT of the Phoenix AZ area where I live and drive.

Actually they will implore you.

Or, drive for 2 hours, do one “Fast Charge”, drive another 90 minutes, Stop fir a Meal, and charge at L2 – 6.6 kW. When full, drive 2 more hours, fast charge, then drive another 90 minutes, and grab a room. Charge overnight at L2!

That is still about 7 actual driving hours, or 420-490 miles, out of what might be a 10 hour to 12 hour day on the road!

Not the “Fastest” Road Trip Car, but about at least $20,000 less than a Long Range Model 3, with twice the range! So, it is still better than the iMiEV, with its never upgraded range of about 60-65 Miles range, for all years of Production!

Or just get a Bolt that has more range and not have to worry about fast charging getting neutered due to your battery getting cooked due to no active cooling.

Rob W, Why compare any new bev to the unavailable terd range of imiev? That better golf cart then road vehicle is no longer available n not in the realm of the new leaf, bolt or model 3 of today.

Considering 250-300 mile range Niro and Kona being right around the corner, I don’t know why anyone would even consider this car at this point.

I expect the Leaf eplus the be available outside of California by next year. Not the case with the Niro or Kona, which is too bad since they look like great offerings.

Price. Simple as that. Niro and Kona will both be more money for sure.

Also availability. Say what you want about the limitations of its tech, and the tendency of the battery pack to degrade prematurely; at least the Leaf can be bought just about anywhere in first-world countries! And without any waiting list, either.

Tjkyr, lower price n availability might be the primary factors for some to choose a leaf over others. And perhaps they don’t quick charge much or even at all.
With that said, I would only recommend next year’s fan cooled, longer range leaf to folks and only as a lease at that. Too many new tech items on that new leaf for Nissan to not screw up on in the first year or two of production.

The best bargain is the 2014 and 2015 models, The lizard batteries charged 20-80% will last 250k Miles even in Phoenix. Great batteries.

They may be available in only very small numbers (hope not) and great deals can be had on the Leaf.

I don’t see anyone paying a premium for this car $29K. I do wish they would drop the price though. great cars.

Huge numbers of people never drive more than the 250+ miles that you can travel on one rapid charge (plus starting out full), in a day. For them, Rapidgate is irrelevant. However Nissan should not be able to gloss over the cars weaknesses in their advertising. I have to admit I would not buy one, Niro, Kona and even Zoe would be ahead on my list, even with Model 3 yet to appear in Europe.

is this any different than Tesla “autopilot” advertising?


You probably should put “advertising” in quotes too, since they don’t advertise.

A fact that escapes serial Tesla-haters like Frank as they run around moving the goal posts.

All the deaths from Tesla Auto pilot is all the bad advertising they need. Hopefully it will improve. People need to follow the instructions.

Tesla Autopilot isn’t responsible for even one single death. Distracted driving is responsible for a great number of fatal traffic accidents, and unfortunately there are a few of those cases where Autopilot failed to save someone from their fatal mistake.

Fortunately, most people understand that it tends to be only the bad news which gets reported. If Tesla got even 10% as much coverage of the hundreds or thousands of lives saved by Autopilot + AutoSteer, as they get from each of the fortunately few cases where Autopilot + AutoSteer failed to save the life of someone practicing distracted driving, then this wouldn’t even be an issue.

Twenty-some people have been killed or maimed by exploding airbags. Yet people aren’t stupid enough to shut them off, because they know people are far safer using them than not. It’s the same with Autopilot + AutoSteer.

Tesla just needs to concentrate on making more better cars and Elon needs to keep his mouth shut for a while. Hopefully they will start making right hand drive cars soon, it looks like the left hand market might be drying up some.

I saw a LEAF commercial during the January 2011 superbowl. That’s the only commercial as far as I know that has ever aired? They should have shown the commercial on the AKC kennel club championships on the other channel. Great cars. we waited 18 months and got our in 11/2018. Best car ever made. Just make sure it meets your daily range requirements My commute is 38 miles and the car goes 75. Perfect, last forever.

Agreed. This Nissan is perfectly fine IF

1). You rarely exceed its battery range.
2). You recharge it in the cool night air.

The rest of the car is a great value. But Leaf brochures in the States give the impression that it is more of a SuperCar than it really is.

Misleading advertising? Who? Nissan?

They happily advertised NEDC range with the famous marketing-speak “rang up to…”, full well knowing that this was only achievable by extreme hypermiling on a closed track. I even suspect them to having ‘tweaked’ the GoM to display more range when the battery is between 80% and 100% full (which is mostly the case during a short test ride). The estimated range tanks as soon as the SoC drops below 80%.

Nissan? Been there, done that. Not interested anymore.

Nissan has been dropping the ball since 2014, they’d better get their act together because they have long ago lost any edge they had in the market, currently owning a 2014 Leaf and very pleased with it, come replacement time I will be looking at Hyundai not Nissan.

Groingo, Look at other bev builders as well….Chevy, Kia n even VW will have 200+ mile offerings next year in that class too. Hell, maybe even a base model y will fit your budget next decade

Do Not Read Between The Line

And there’s the larger battery Leaf whose spec we don’t know yet.

Not sure I follow you. The LEAF is an outstanding car. Perhaps you should test drive one instead of propagating a bunch of troll myths. Great cars go check them out.

Have driven the new Leaf and without battery temperature management it is a no go not to mention the huge blind spots at ever turn…’s been a good first electric but the new one just fall way to short.
And Dudamus, since you are virtually trolling every comment you may try something new like GET A LIFE!

Seems to be a lot of mis information here. You can fast charge as many times as you like for the LEAF, but if you do not want it to get too hot to continue fast charging, you should stop around 80%. Tesla has similar advice not to fast charge ever or only fast charge when you have to and only up to to 70%. Pretty standard for all brands to avoid 100% fast charging. The LEAF is a great car, the advertising committee over there is pretty tuff. I haven’t seen an EV commercial since the January 2011 Superbowl. If the range suites your needs it will be the best and last car you will ever need.

What a bunch of bull pucky. Tesla’s cars have a rather good battery cooling system, which prevents overheating. So does the Bolt EV. The Leaf has no cooling system at all, not even a bad one.

Tesla’s cars can fast-charge far, far faster than a Leaf can. Tesla drivers have a rule of thumb for road trips: 150 miles of highway driving followed by 30 minutes of charge to 80%. It would of course be physically impossible to do that with the Leaf.

It’s good that you’re an advocate for a type of EV. But there’s something seriously wrong if you think you need to bash other EVs, and shovel out bull pucky, in order to make the Leaf look better. If the Leaf was a better car, you wouldn’t need to do that.

Anyone who thinks the Leaf doesn’t have any problems with more than one fast-charging session during the same trip, even in mild temperatures, should read the following report from a UK driver:

On a recent quick two day trip from Scotland to Cheltenham and back I managed to get south without any battery overheating problems, possibly because traffic was heavy. Coming back the next evening, with the outside temp at 18C, I was running into ten bars, just short of red, after a mere two rapid charges, and starting to get seriously concerned if I could get home.
The outside temp dropped slowly as I drove North. I reduced speed down to 60 mph, and by midnight it was about 8C outside. The car never got into the red, but I was getting very nervous.
No charger failures at all, but I would be concerned about repeating this journey in July or August.

How many people actually fast charge anyways? Less than 10%?

Not that you are actually interested in facts, but for others interested:

A survey a few years back indicated that 55% of plug-in EV drivers had never used a public charger. Since not all public chargers are DCFCs, that indicates less than 45% of PEV drivers had ever used DC fast chargers, at the time of the survey.

But with increasing fast-charging speed, increased range for BEVs, and increasing availability, my guess is the percentage is at least a bit higher today.

It’s hard to know. Increased range both encourages peopel to drive longer but also means for most it’s less likely they will need to charge away from home. When I get a Niro next year there will be zero trips I need to charge enroute. Only charging away from home will be overnight at friends or hotels.

I cannot speak for the 40kWh Nissan Batteries but the 24 kWh and 30kWh batteries post lizard are absolutely outstanding. It seems most peeps with 2014 LEAFs are loosing their first bars somewhere around 40 to 100k Miles. And they are not even trying to follow 20-80% charging protocols.

“” I cannot speak for the 40kWh Nissan Batteries “” wow !! — but why do you plaster this blog here which is only about the Leaf-2.0 with 40KWh (gross capacity) with comments when you are not speaking about the Leaf 2.0 (40 KWh) ?!?

Only the Leaf 2.0 is slowing down rapid charging, whereas the Leaf-1.0 (24 KWh) or Leaf-1.1 (30 KWh) could be rapid-charged many times on the same day without this problem.

40 to 80 minutes seems to be spot on for a 80% quick charge? Have they been chastised by fossil fuel advocates? Great cars I wish i could afford one.

Fortunately, Tesla owners know that a 10-80% charge (~150 miles of range) can be done in 30 minutes, or perhaps 40 if you have to share the Supercharger.

Of course, the Leaf’s range and fast-charge ability are far more limited. But then, I suppose it’s unfair to compare the best BEVs to the cheapest that are sold in first-world countries.

After reading this several times it seems to have fallen victim to some influential anti-EV trolls. The information seems to be spot on. There seems to be a very strong far right anti-EV push on the island. I would not be surprised if Russian Oil and Gas money are funding a lot of the push. If we all switch to EVs Old Vladimir Poots is sitting on trillions of barrels of worthless arctic oil.

The next time you are tempted to use the term “anti-EV trolls”, try looking in a mirror first.

Not trillions, possibly low 100 billions. And no, unfortunately, the oil will not become worthless.