Selling the All-Electric Leaf: Why Nissan and the Feds Are Investing Heavily in First Generation Buyers
In a front page story at the NY Times today, Bill Vlasic describes efforts by Nissan and the Federal government to cultivate the first generation buyers of the Nissan Leaf, the all-electric car available in December. As Vlasic describes, the 20,000 customers who have plopped down $99 to purchase the $33,000 compact are taking advantage of huge Federal and state tax breaks, rebates for installing home-charging units, and perhaps most importantly, one-of-kind support from Nissan customer relations.
Nissan has conducted focus groups and analysis of “online dialogues” as a way to better understand their customers’ backgrounds and information needs. They offer Leaf buyers home visits to ensure custom installs of battery chargers and correct maintenance. Communication modules installed in the Leaf will send data back to Nissan to track and respond to performance needs.
Nissan’s efforts--and the financial incentives provided by Federal and state governments--are exactly the types of strategies required if the Leaf and other all-electric cars are going to spread beyond a first-generation of early adopters and explode into wider consumer acceptance. As I described in a paper (PDF) published last year with John Kotcher (a fmr student now at the National Academies), many of these first buyers of the Leaf are what communication researchers dub “communicative adopters.”
Not only are these special individuals early adopters of a product—influencing the decisions of others by the display and use of the Leaf in their neighborhoods and communities—they are also likely to serve as opinion-leaders, sharing their endorsement of the car with others, educating others on how an all-battery car might work, how they can find out information about purchasing a Leaf, and eventually for second-generation purchasers in their community, how to install battery charging units, seek tax credits, and maintain and optimize use of the Leaf.
More so than any direct advertising, the relationship that Nissan and the government maintains with these communicative adopters is likely to be the primary mechanism driving the spread and uptake of battery-only cars.
Swipe right to make the connections that could change your career.
Swipe right. Match. Meet over coffee or set up a call.
No, we aren't talking about Tinder. Introducing Shapr, a free app that helps people with synergistic professional goals and skill sets easily meet and collaborate.
Even some teachers suffer from anxiety about math.
I teach people how to teach math, and I've been working in this field for 30 years. Across those decades, I've met many people who suffer from varying degrees of math trauma – a form of debilitating mental shutdown when it comes to doing mathematics.
She met mere mortals with and without the Vatican's approval.
- For centuries, the Virgin Mary has appeared to the faithful, requesting devotion and promising comfort.
- These maps show the geography of Marian apparitions – the handful approved by the Vatican, and many others.
- Historically, Europe is where most apparitions have been reported, but the U.S. is pretty fertile ground too.
The legacy of Felix Dzerzhinsky, who led Soviet secret police in the "Red Terror," still confounds Russia.
- Felix Dzerzhinsky led the Cheka, Soviet Union's first secret police.
- The Cheka was infamous for executing thousands during the Red Terror of 1918.
- The Cheka later became the KGB, the spy organization where Russia's President Putin served for years.
SMARTER FASTER trademarks owned by The Big Think, Inc. All rights reserved.