Nissan Tackles What Comes After Early Adopters For LEAF
What do you do after you captured early-adopters? You turn to the rest of the audience. The problem is that the rest will not pay the high price as easily and needs a certain amount of education to make sense of an electric car. Nissan is adapting its strategy with a global marketing campaign aimed at green-minded people and technically savvy folks.
Early-Adopters to The Mass Market. In one sense, early-adopters are easier to reach than the mass market. Give them a compelling enough product and they usually get it. But they might represent only a minuscule percentage of the population. Almost all technical products start this way, from Apple’s ubiquitous iPhone to the latest electric car, early adopters charge the way at a premium.
Adapting The Message. Lonely polar bears on a melting ice block to struggling dolphins in plastic debris somehow aren’t enough to convince everyone to stop burning petroleum. The compelling messages don’t work if your budget is tight and your considerations more mundane. So what is the next wave of electric car buyers? It’s the green and tech-minded consumers.
Nissan’s Green, Techy Message. Nissan is opting for an interesting route, that of convincing consumers aware of climate issues that they can play an active role in society. And for those technically inclined folks, how an electric car keeps you connected on the go.