Nissan already knows who to market their new-generation 2018 LEAF EV to when it’s unveiled next month. 76 percent of millennials (age 18-35) consider driving an eco-friendly car as the best choice to make their lives more environmentally friendly. This data comes from a Nissan European study investigating millennials' attitudes towards electric and hybrid vehicles.
The study probed the views of 2,500 European millennials across the UK, France, Italy, Germany and Spain. While the study was done in Europe, millennials in the U.S. likely have similar views about being green. Nissan has positioned themselves well, and they have plenty of experience selling to this demographic. Nissan sells more vehicles to millennials than any other automaker.
Why will millennials buy the new-generation LEAF?
Millennials are at the forefront of the green revolution. The study found millennials are more willing to try new things, challenge processes and think differently about the future than older generations. They’re more concerned with global issues such as climate change (53 percent) and air pollution (42 percent) than smaller scale environmental issues. The study showed, they are willing to make bold changes such as switching to an energy provider dedicated to eco-friendly solutions (62 percent), or supporting brands that are committed to being more environmentally friendly (53 percent).
Sarwant Singh, senior partner, Frost & Sullivan and member of Nissan's Intelligent Motoring Advisory Board says, "We have consistently found in our own research that they are early adopters of new technology, much more environmentally friendly than previous generations and generally willing to make sacrifices and lifestyle changes in line with their personal values and beliefs.”
That’s good news for the 2018 Nissan Leaf. In an article from Automotive News, millennials now make up the fastest growing segment among vehicle buyers and likely will represent about 40 percent of the U.S. new-vehicle market by 2020. Experts say, they now drive changes in automotive marketing and product features and are likely to influence future automotive developments more than any generation before them, and they are 75 million strong in the US alone.
Brands like Nissan who already market better than anyone to millennials and have EV product offerings, will be ahead of the coming EV revolution. While the general public hasn’t embraced the wholesale change to an all-electric car future, Nissan and others are already making huge changes to transition their entire lineups to go beyond just hybrid, but to full-on electric vehicles with energy supplied from an outside source such as the electricity grid or hydrogen for a fuel cell. The new 2018 Nissan LEAF EV will be unveiled September 5 and it will be a big hit with millennials. Stay tuned.
Photo credit: Nissan