Nissan kicks off a year-long marketing blitz for its Leaf EV

Article by Christian Andrei, on August 27, 2010

Bursting with excitement about electric vehicles, Nissan has started on a yearlong marketing blitz for its five-passenger Leaf by gathering a group of environmentalists, government regulators and media to talk about the future of electric cars.

CEO Carlos Ghosn addressed the crowd at the parking lot of Dodger Stadium, claiming that Nissan will reap the rewards for breaking grounds on the mass production of electric vehicles. He predicts that sales of electric vehicles will quickly catch on with consumers.

Nissan is boasting how the Leaf is designed to have an all-electric range of 100 miles. President Barack Obama's goal was to see 1 million electric vehicles on US roads by 2015 but Ghosn believes the response will be greater and there will be "much more" than what Obama set.

Ghosn asserted that with mass-market sales, battery technology will advance, attracting more sales and reducing vehicle costs.

Ghosn said that when that time comes, the purchase cost of the hatchback Leaf will be within "1 or 2 percent" of the cost of competing non-electric cars.

Details on the dealership transactions for the Leaf are still being worked out. Talks are ongoing to determine whether customers will purchase its battery as part of the sticker price or whether they will lease it separately for a monthly fee.

Ghosn prefers to lease the battery because it would allow customers to upgrade their batteries during the life of the car.

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