Leaf EV remains the main message of Nissan brand campaign

Article by Andrew Christian, on January 16, 2015

The Leaf will still be the anchor of Nissan’s signature brand campaign “Innovation that Excites” despite the fact that the Japanese carmaker is churning out more gaudy and more sleek new models. The Leaf has been representing the Nissan brand globally since it was launched in 2010. As of late, Nissan marketing arm has been waving banners bearing the upscale Murano crossover, an upcoming Maxima sport sedan, and a full-sized Titan pickup.

Likewise, Nissan’s conventional cars were a main contributor to the carmaker’s record sales in the US last year. Even with all of that, the Leaf will still continue to symbolize what Nissan is all about, as per Roel de Vries, the carmaker’s global head of marketing.

“The Leaf represents who Nissan is -- innovation, environmentalism, creativity,” he told Automotive News during the Detroit auto show.

He noted that the Leaf was the most integrated vision of everything Nissan does, adding that the EV remains the message the company wants to communicate. “We won’t change to a different message.”

He said that the Leaf will continue to be featured in TV commercials, airport billboards, and print ads around the world, even as a new wave of Nissan products is rolled out. The Leaf posted a 34-percent gain in the United States in 2014 to 30,200 units.

The new Nissan LEAF guarantees a fun-to-drive and highly responsive experience. It has laminated compact lithium-ion batteries powering it and generating over 90kW power output, while its electric motor generates 80kW/280Nm. These also allow the car to keep up with gasoline-powered vehicles.

However, unlike vehicles equipped with ICE- or internal combustion engine, Nissan LEAF has a power train without a tail pipe and therefore has no CO2 and other greenhouse gas emissions. Nissan LEAF has a regenerative braking system and this, combined with its lithium-ion battery packs, allows the car to offer a driving range of over 160km or 100 miles on a single full charge. This range, according to extensive consumer research, meets the everyday driving requirement of more than 70 percent of driving consumers worldwide.

Nissan LEAF is very easy and convenient to charge. Using a quick charger, the car charges up to 80 percent full in just under half an hour. You can charge it at home with a 200V outlet, and this takes an estimated eight hours to complete. This is already ample time for an overnight refresh.

Thanks to the carmaker's designers and engineers who have created a car that is competitively priced and that has enabled the Nissan brand to lead mobility into an age of zero emissions.

Furthermore, the Nissan LEAF has an all-new body layout and chassis to achieve spaciousness, cargo capacity, and comfort.

Masato Inoue, Nissan's product chief designer, says that the LEAF is the first medium-sized and practical EV in the world that is affordable for motorists and that they would want to drive every day. According to him, the LEAF has a style that is identifiable in the age of zero-emission mobility.

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