Nissan: Leaf

In 2009 Nissan announced that it would be the first car company to mass-produce a practical, affordable, 100% electric car and committed to 25,000 US sales of the LEAF in year one (2011) and 75,000 in year two.

Nissan: Leaf

Agency: TBWA\Chiat\DayClient: NissanProduct: LEAF (Electric Car)

Objectives

BUSINESS OBJECTIVES -

  • With a sales target of 25,000 vehicles in year one (2011), Nissan specified the goal of 20,000 reservation preorders, prior to the December 2010 start of sales.
  • To reach this number, Nissan had to achieve 11,000 reservations by the end of August 2010.1
  • To hit the Year 2 Volume target of 75,000 units, 130,000 hand-raisers were needed by the end of August 2010 (an increase of 109,000 from September 2009).

PERCEPTUAL / ATTITUDINAL -

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