Marketing presentation re Nissan Leaf

7. Context
● Transport accounts for more than half of the world’s liquid fossil fuel consumption and nearly a quarter of the world’s energy-related CO2
emissions. (Dept. of Agriculture Ireland, 2012)
● Cost of Fossil Fuel increasing
● Currently import approximately €6 billion of fossil fuels per annum and transport accounts for around one third of this total.
● EU targets, by 2020, 10% of the energy used in Ireland’s transport sector must come from renewable sources
o We have set an ambitious initial target of 10% of the car fleet, or 230,000 cars, to be electrified by 2020.
● Opportunities for Ireland to be an early mover in the provision of supporting technologies for EVs.

15. Nissan
Electric Vehicles

16. Context - Why Ireland
•Climate is perfect for EV
•Journey times are short – only 5% of cars ever
leave the island
•Government support is growing
•Infrastructure and coverage is second to none –
900 AC and 100 DC

17. I. ESB II. SEAI

18. III. Government - Simon Coveney -
ESB ambassador
IV. Renewable Energy Sector

19. V. AIB

20. Green flag awards Bus lanes - Oslo

21. Company
•Innovation that excites
•Nissan Ireland is independently owned with one of the
highest market penetrations in Europe.
•Moving from the boring but reliable era into new and
exciting
•Existing customer base.
•Best performing European market
•Over 50,000 Almeras sold in Ireland through the years.

22. Ccqj

28. How do we market to this Sector?

31. Product
•World’s Best-selling Electric vehicle
•150,000 Global Sales to date
•Top 3 best selling car in Norway
•European & World Car of the Year
•93% Customer Satisfaction
•EV sales expected to triple in the UK for 2015
•Ireland’s best selling electric vehicle - 90%+ segment share
•Key Brand Opinion Driver for Nissan

32. Product
Max engine power 80kW
Max Torque 254Nm
Transmision options Automatic
Fuel consumption combined 0* L/100km
Acceleration 0 - 100
Max speed 144
Fuel type Electricity
Towing capacity NA

33. Place/Channels
•Currently 11 identified expert dealerships
out of 38 based on targeted demographics
• Test drives imperative for success.
• Focussed on urban centres - aligned with
target market
•Focus for Garry Hobson, Windsor Chief

34. Place/Channels
•Experiential Marketing key
–Dealers giving 24 hr test drives
•Nissan has taken stands at the
ploughing championships and
ideal homes show to drive awareness

35. Place/Channels
- We would recommend test drive Fleets at key targetted
events eg Green-Schools events, Toys4bigboys show
- We would also suggest Staff Days and Affinity
programmes with large corporates with the right
demographics eg Pharma in Cork, Financial and Legal
firms in Dublin
- A partnership/relationship with Go-Car should be
explored.

36. Promotion - Nissan Level
•Innovation that excites!
•Extensive multimedia campaign ongoing supporting new
range
•Official Partner of the UEFA Champions League
•Automotive sponsor of the Rio Olympics
•Not forgetting sponsorship of Love/Hate
•Nismo range of high spec vehicles

37. embed video

38. Promotion - Leaf specific

39. Promotion - Leaf specific
•Target customers:
–Heavy consumers of digital content
–Use the internet several times per day
(sport/news)
–Read the broadsheets
–Listen to 2 hrs radio per day (news/current affairs)
–Comparatively light tv viewers (10-15hrs pw)
–

40. Promotion - Leaf specific
•To capture this market we would recommend:
–Strong investment in digital campaign ensuring social
media is fully blanketed
–Targeted radio and tv advertising to improve awareness
–Broadsheet inserts to give full information
–Feature based promotion around the likes of the
Government’s “Drive for Zero” in Cork
–Dedicated Leaf dealer marketing support fund for local
events

41. Promotion - Leaf specific
● Ticking all quadrants on the Brand Essence
wheel - both rational and emotional purchase
● Ensure the promotion plan is kept under
review as the target market evolves/expands
● Nissan Juke example of the “Irish issue”

42. •Tiered pricing depending on spec
•Prices quoted inclusive of €5k Govt grant
•Free charge point provided at house for early adopters
•Dealers specially trained on articulation of ongoing cost
savings (should be in excess of €1400 p.a.)
•AIB providing awe inspiring finance offerings!
•Current volumes not profitable

44. ● BMW i3 – starting at €33,160
● Renault Zoe – starting at €22,490

45. ● Ford Focus - from €19,645
● Toyota Prius - from €30,465
● Volkswagen Golf - from €20,745

46. Articulating the compelling price
proposition
● The Leaf is priced reasonably attractively
against competitors
● The Leaf will deliver in excess of €1400 p.a.
of savings on running costs
● The finance offerings available on the Leaf
are by far the most competitive in the
marketplace

51. What should Nissan be aiming for?
The Stars! The Leaf is the third highest selling vehicle in
Norway
Government buy-in is key
● Oslo example
● Rotterdam example
90% of the EV market is a great starting point- there needs
to be a strategic focus on growing the market itself

52. Key messages/Takeaways
● Collaborators hugely important
● Experiential marketing vital
● Ongoing cost savings make this financially
smart
● The target market should be
reviewed/expanded as the product scales.

53. Questions/Applause

54. ● 1832: First EV (Anderson, Scotland)
● 1859: First rechargeable battery
● 1897: First EV New York Taxi
● 1900: 38% of all cars in US (4,192) are EVs
● 1900: Porshe build an Electric Vehicle
● 1908: Henry Ford’s mass-produced, petrol-powered Model T car
● 1912: Starter motor replaces hand-crank starter - kiss of death for EVs
● 1920’s: EV cease to be produced because:
o desire for longer distance vehicles
o lack of horsepower
o the ready availability of petrol
● 1966: US Gov recommend EVs to reduce air pollution
● 1970’s: Rising oil prices & growing environmental movement sparks renewed interest in EVs
● 70’s, 80’s and 90’s - Attempts by major auto manufacturers but most are discontinued
● 1997: Toyota launch Prius, the first mass-produced Hybrid Vehicle
● 1997: Audi Duo III, a Hybrid vehicle
● 1998: Nissan launch Altra EV
● 2003: Tesla incorporated
● 2004: Elon Musk (Paypal, SpaceX & Hyperloop) joins Tesla
● 2006: Tesla Roadster launched
● 2008: Israeli government supports JV (Better Place + Renault/Nissan) - Fluence but uses replaceable batteries
● 2009: Gordon Brown announces £2k grant for EVs in UK
● 2009: US Government (Dept of Energy) awards $8b loans ($25b sanctioned) to Tesla, Nissan + Ford
● 2009: GM files for bankruptcy protection (US Gov gains 61% equity stake)
● 2009: BMW launch the Mini E
● 2010: Tesla + Toyota strategic partnership (ex NUMMI site - Toyota and GM partnership)
● 2010: Tesla partner with Panasonic to develop a nicklel-based lithium-ion battery for EVs
● 2010: BMW launch the ActiveE
● 2010: Nissan launch LEAF
● 2010: Mercedes-Benz collaborates with Tesla Motor Company to produce the A-Class E-Cell
● 2011: BMW launch BMW i - sold seperately from BMW and Mini.
● 2013: BMW launch i3 - their first zero-emission EV
● 2014: Toyota launch Mirai - world’s first mass-produced hydrogen fuel cell car