Nissan Asks “How Much of a Premium Would You Pay For a 150-Mile EPA-Rated LEAF?”
If Nissan were to ask you the following:
“How much of a premium [over today’s 84-mile LEAF] would you pay for a 150-mile EPA-rated LEAF?”
What would your answer be?
Before providing an answer, let’s go backwards a bit. The 2014 Nissan LEAF is priced as follows:
- S from $28,980
- SV from $32,000
- SL from $35,020
Let’s assume that Nissan is asking the question based on those prices.
So, let’s say you wanted a 150-mile EPA-rated Nissan LEAF SL? What would you be willing to pay for it? $40,000? $45,000?
Or perhaps you want the stripped down S, but with 150 miles of range. What’s that worth to you? $35,000?
As it turns out, Nissan is asking the exact question we presented above.
In preparation for the launch of the next-gen (let’s say 2016 Model Year for now) Nissan LEAF, the automaker is trying to get a feel for the following:
- What’s the level of demand for a 150-mile version of the LEAF?
- What’s the right price premium to set on a 150-mile LEAF?
- Should we do 2 versions of the LEAF differentiated only by range or should the 150-mile version be the only one offered?
Here’s the real shocker…
When Nissan posed the “price premium” question to current LEAF owners, the highest amount listed by Nissan was…only $5,000. Zing!!!
So, the real question is, would you be willing to pay $5,000 or less to jump from an 84-mile LEAF to one that’s rated by the EPA at 150 miles? Do we even have to ask?