Nissan not worried by pace of Leaf sales
By Christina Williams
Sustainable Business Oregon editor
A Nissan North America spokesman says Leaf sales are coming along just fine.
Consumers haven't exactly embraced electric vehicles with open arms.
No biggie, says Franklin, Tenn.-based Nissan North America, maker of the all-electric Leaf, which hit the market in December 2010 and will soon be made in Middle Tennessee. From the automaker's perspective, the electric vehicle market is still in first gear.
"Like any new technology, it has to go through a curve," said Brendan Jones, director of Nissan Leaf Marketing and Sales Strategy. "It has to be out there, talked about, adopted by the early adopters, good news stories be propagated and then the infrastructure start to come to life — and then you will start to see adoption come into the pragmatic majority."
So far, more than 10,000 Leafs have sold in America since its release.
"From a sales perspective we are right on target, and very pleased with the results so far," said Jones, speaking just a few days since General Motors announced it was halting production of its Chevrolet Volt for five weeks due to low demand.
Who are the early adopters?
Leaf buyers skew male, have an average household income of $131,000 and tend to be between 49 and 52, said Jones. And they are not as "green" motivated as you might think.
"The technologists in them score very, very high — more so than the environmentally conscious individuals," he said.
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