RMI Chart of Simple Payback for 2012 LEAF and 2013 LEAF versus 2012 Nissan Versa hatchback. This Chart was not Published by Nissan.
Nissan's focus in that first spot was on presenting "just the facts" as we like to say, but that apparently won't be the precise approach the automaker takes with its upcoming LEAF ads.
The automaker is readying a series of ad spots for the updated 2013 LEAF and these will reportedly focus on the money saving aspects of going electric and on pay-back periods, similar to the chart shown to your right.
Nissan will sway from its LEAF-saves-the-planet approach and instead focus on something we all can easily relate to: money.
Eric Gottfried, director of LEAF sales and marketing, states:
"We're focusing on the value and economic equation of having an EV—what impact that would have on your household budget. If the car is affordable on a monthly basis and it's saving you a significant amount on what would be gas expense, that's a whole different mindset."
This focus on money is aimed at expanding LEAF sales beyond the early adopters and into the general buying public. The public, it seems, is more interested in saving money than it is in rescuing our planet.
Additionally, the ad spots will go national and no longer be targeted at certain areas of the country where LEAF sales are already strong.
Though we're unsure of exactly how Nissan will present the LEAF in the news ad spots, the main message will be on cost and the LEAF's $199 per month lease.
Is Nissan finally on the right track?