Nissan is using the wrong slogan in their marketing plan when selling the Nissan Leaf. They are currently pushing the “Zero Emission” of the 100% electric Leaf. This is evident with there latest TV commercial “Gas Powered Everything” and even the previous “Polar Bear” commercial. I think the Zero Emission crowd is too small of a market segment for a successful re-introduction of the EV .
The market segment Nissan needs to be going after is the “Energy Independence” crowd. I think this is a much larger segment of the population. These are the people who are not core environmentalist. This group has a real concern about the United States dependency on foreign oil and the wildly fluctuating cost of gasoline. This is the group that Nissan should be appealing too.
What is the significance of energy independence? It is the ability to drive a car with out the use of foreign oil. Even if it means that the source of Domestic energy is not environmentally friendly. The source of the energy that produces the electricity could be from coal, Natural gas, hydro, nuclear, solar or wind. As long as the energy is domestic.
So Nissan needs to look at a market larger than the ‘Zero Emissions” group and go after the much larger “Energy Independence” group.