Nissan Leaf versus Chevy Volt: A losing battle
Can the Leaf overcome its range?
Why should you buy a Leaf?
So, a new Nissan Leaf ad campaign is going to attack the Chevy Volt because it still uses some gasoline. Why? Based on the comments to a MotorTrend article regarding these ads, these new Leaf ads could be counter-productive. Moreover, is Nissan only focused on fanatics, or also on real world consumers and the future of the Leaf’s success?
Perhaps, rather than attack the Volt, Nissan should focus on why a consumer should even buy a plug-in vehicle like the Leaf.
Ultimately, plug-in fanatics won’t be swayed by such ads anyway. They already know what they want and in what they believe regarding plug-in vehicles. Maybe such an ad will entice some fanatics to step up their purchase plans, but that shouldn’t be the focus of Nissan.
Besides, if Nissan wants to attack the Volt, there are better ways.
For instance, the whole point of the Volt and its 40 miles of EV range is that most commuters typically drive less than 40 miles per day. Since the Leaf more than doubles this average, most consumers should be able to easily accomplish most of their typical, daily driving needs, and they’ll do so at a cheaper upfront cost and cheaper overall cost of ownership compared to the Volt.
Additionally, if 40 miles of EV range is going to be regularly inadequate, then the Volt doesn’t make much sense, at least not financially. A Leaf, on the other hand, could still make sense, as long as only another 40 miles or less range is needed. Still, a Toyota Prius might make better economic and environmental sense than either the Volt or the Leaf if much more than 40 miles of range is regularly needed.
But the plug-in debate isn’t yet about economics. For fanatics, cost-effectiveness isn’t the primary issue. It’s about being first, or reducing foreign oil dependence and/or CO2 emissions.
Still, if cars like the Volt or the Leaf are going to offer real world impact on issues like foreign oil dependence, they’ll have to make better economic sense to more than just early adopting, niche consumers. Therefore, until this economic issue is resolved, the key issue is anxiety-free range – something the Volt offers, but the Leaf does not. Sure, this anxiety-free range comes at a cost, but plug-ins just aren’t about costs today.
Thus, attack range anxiety.
Break down the numbers of daily commutes. Demonstrate, for instance, WHY the Leaf’s range can work for many, because the Leaf can work for many commuters.
More important, however, such commercials start teaching those less open to electrification why electrification might make more sense than they believe, and that’s the critical issue. Long term, if real change – such as Nissan’s 10 percent EV by 2020 forecast – is going to be achieved, proving why electrification makes sense will be critical. And range anxiety will be one of the key issues.
Attacking the Volt, on the other hand, might be worth same laughs, especially for fanatics, but it’s pointless.
Focus beyond the fanatics, beyond the niches. Focus on the future because that’s where a new Leaf on an electrified future might be turned.
LarryG said “I’m still ruminating on the what is a Volt – a parallel or a series question.”
When Volt is running on the gas engine, it can be pure series or series-parallel combination(like Prius). Remember, Volt has 3 clutches and the software algorithm chooses the “best” mode.
I put the best in quotes because Prius still gets better MPG without clutches.
@usb – I’m still ruminating on the what is a Volt – a parallel or a series question.
there is no question – it’s not the same approach as Prius (IMHO).
and I find it curious that the other versions of series hybrids – the locomotive and the ship – do not do what Toyota has done but instead use all-electric propulsion powered by electricity generated from turbine engines.
and …why… Nissan in it’s infinite wisdom did not see fit to provide even a tiny “get you home” series engine… in their car.
No doubt in my mind at all that Leaf II will do that.. or there will never be a Leaf II.
well…. the “average” person does not care how the car is badged or for that matter even if the badge accurately represents what it is technology-wise.
The “average” person is abjectly ignorant of the technologies not only hybrid but the rest of the technological world.
What they do care about is – is the car dependable and reliable.
Not only in it’s manufacture – but’s it’s innate design.
In other words, was it explicitly designed to be dependable and reliable as a 100% on-demand transportation?
If it has a “look, I’m GREEN badge on it”.. that’s okay too but a car with a “I’m Green” badge on it that is not ready to go when you need it to be ready to go is not going to cut it.
This is fundamental.
Major car makers are not going to build cars for zealots… or if they do – they do at their own peril.
Whether you like or hate GM – you’ve got to give them credit for understanding what customers would expect in terms of reliability and dependability.
I would bet – Dollars to donuts that if Chevy releases a Cruz with only a 25 mile range but for 5K less that it would also meet that expectation.
I would – assert – that Toyota knows this also and that’s why the Prius will never be an EV-only car.
GM attacked Leaf first. I think it is important for Nissan to make it crystal clear that Leaf is pure EV and Volt is a hybrid. You’ll see incorrect references to Volt being electric car.
so why isn’t the right wing ALSO attacking the Leaf?
it’ not just range anxiety…. in my view.
first their 100 miles seems to have asterisks.
second – there are reports of folks getting in the car and seeing a “range left” number that then drops precipitously not at all in proportion to the miles …
in other words… it counts “fast”.
finally – and the most important.
You come home. you want to go out to dinner and a movie – and the car is telling you that you have 30 miles left “in theory”.
what do you do if the round trip is 20 and you’ve already seen it count down miles faster than it should?
these are the kinds of things that take that car out of the realm of the average person.
The Volt – for better or worse – realized this and took care of it.
It really does not matter if the range of the Volt is 30, 40 or 50 or 18 miles as long as it does not strand them and they can drive it whenever an wherever they want without having to worry about how much range is left.
These are significant flaws in the Nissan and their anti-Volt advertising is going to backfire if it convinces average people to compare the two for their own use.