Marketing presentation re Nissan Leaf

Context● Transport accounts for more than half of the world’s liquid fossil fuel consumption and nearly a quarter of the world’s energy-related CO2

emissions. (Dept. of Agriculture Ireland, 2012)

● Cost of Fossil Fuel increasing

● Currently import approximately €6 billion of fossil fuels per annum and transport accounts for around one third of this total.

● EU targets, by 2020, 10% of the energy used in Ireland’s transport sector must come from renewable sources

o We have set an ambitious initial target of 10% of the car fleet, or 230,000 cars, to be electrified by 2020.

● Opportunities for Ireland to be an early mover in the provision of supporting technologies for EVs.

Nissan

Electric Vehicles

Context - Why Ireland

•Climate is perfect for EV

•Journey times are short – only 5% of cars ever

leave the island

•Government support is growing

•Infrastructure and coverage is second to none –

900 AC and 100 DC

I. ESB II. SEAI

III. Government - Simon Coveney -

ESB ambassador

IV. Renewable Energy Sector

V. AIB

Green flag awards Bus lanes - Oslo

Company

•Innovation that excites

•Nissan Ireland is independently owned with one of the

highest market penetrations in Europe.

•Moving from the boring but reliable era into new and

exciting

•Existing customer base.

•Best performing European market

•Over 50,000 Almeras sold in Ireland through the years.

Ccqj

How do we market to this Sector?

Product

•World’s Best-selling Electric vehicle

•150,000 Global Sales to date

•Top 3 best selling car in Norway

•European & World Car of the Year

•93% Customer Satisfaction

•EV sales expected to triple in the UK for 2015

•Ireland’s best selling electric vehicle - 90%+ segment share

•Key Brand Opinion Driver for Nissan

Product

Max engine power 80kW

Max Torque 254Nm

Transmision options Automatic

Fuel consumption combined 0* L/100km

Acceleration 0 - 100

Max speed 144

Fuel type Electricity

Towing capacity NA

•Currently 11 identified expert dealerships

out of 38 based on targeted demographics

• Test drives imperative for success.

• Focussed on urban centres - aligned with

target market

•Focus for Garry Hobson, Windsor Chief

Place/Channels

Place/Channels

•Experiential Marketing key

–Dealers giving 24 hr test drives

•Nissan has taken stands at the

ploughing championships and

ideal homes show to drive awareness

Place/Channels

- We would recommend test drive Fleets at key targetted

events eg Green-Schools events, Toys4bigboys show

- We would also suggest Staff Days and Affinity

programmes with large corporates with the right

demographics eg Pharma in Cork, Financial and Legal

firms in Dublin

- A partnership/relationship with Go-Car should be

explored.

Promotion - Nissan Level

•Innovation that excites!

•Extensive multimedia campaign ongoing supporting new

range

•Official Partner of the UEFA Champions League

•Automotive sponsor of the Rio Olympics

•Not forgetting sponsorship of Love/Hate

•Nismo range of high spec vehicles

embed video

Promotion - Leaf specific

Promotion - Leaf specific

•Target customers:–Heavy consumers of digital content

–Use the internet several times per day

(sport/news)

–Read the broadsheets

–Listen to 2 hrs radio per day (news/current affairs)

–Comparatively light tv viewers (10-15hrs pw)–

Promotion - Leaf specific

•To capture this market we would recommend:

–Strong investment in digital campaign ensuring social

media is fully blanketed

–Targeted radio and tv advertising to improve awareness

–Broadsheet inserts to give full information

–Feature based promotion around the likes of the

Government’s “Drive for Zero” in Cork

–Dedicated Leaf dealer marketing support fund for local

events

Promotion - Leaf specific

● Ticking all quadrants on the Brand Essence

wheel - both rational and emotional purchase

● Ensure the promotion plan is kept under

review as the target market evolves/expands

● Nissan Juke example of the “Irish issue”

•Tiered pricing depending on spec

•Prices quoted inclusive of €5k Govt grant

•Free charge point provided at house for early adopters

•Dealers specially trained on articulation of ongoing cost

savings (should be in excess of €1400 p.a.)

•AIB providing awe inspiring finance offerings!

•Current volumes not profitable

● BMW i3 – starting at €33,160

● Renault Zoe – starting at €22,490

● Ford Focus - from €19,645

● Toyota Prius - from €30,465

● Volkswagen Golf - from €20,745

Articulating the compelling price

proposition

● The Leaf is priced reasonably attractively

against competitors

● The Leaf will deliver in excess of €1400 p.a.

of savings on running costs

● The finance offerings available on the Leaf

are by far the most competitive in the

marketplace

What should Nissan be aiming for?

The Stars! The Leaf is the third highest selling vehicle in

Norway

Government buy-in is key

● Oslo example

● Rotterdam example

90% of the EV market is a great starting point- there needs

to be a strategic focus on growing the market itself

Key messages/Takeaways

● Collaborators hugely important

● Experiential marketing vital

● Ongoing cost savings make this financially

smart

● The target market should be

reviewed/expanded as the product scales.

Questions/Applause

● 1832: First EV (Anderson, Scotland)

● 1859: First rechargeable battery

● 1897: First EV New York Taxi

● 1900: 38% of all cars in US (4,192) are EVs

● 1900: Porshe build an Electric Vehicle

● 1908: Henry Ford’s mass-produced, petrol-powered Model T car

● 1912: Starter motor replaces hand-crank starter - kiss of death for EVs

● 1920’s: EV cease to be produced because:

o desire for longer distance vehicles

o lack of horsepower

o the ready availability of petrol

● 1966: US Gov recommend EVs to reduce air pollution

● 1970’s: Rising oil prices & growing environmental movement sparks renewed interest in EVs

● 70’s, 80’s and 90’s - Attempts by major auto manufacturers but most are discontinued

● 1997: Toyota launch Prius, the first mass-produced Hybrid Vehicle

● 1997: Audi Duo III, a Hybrid vehicle

● 1998: Nissan launch Altra EV

● 2003: Tesla incorporated

● 2004: Elon Musk (Paypal, SpaceX & Hyperloop) joins Tesla

● 2006: Tesla Roadster launched

● 2008: Israeli government supports JV (Better Place + Renault/Nissan) - Fluence but uses replaceable batteries

● 2009: Gordon Brown announces £2k grant for EVs in UK

● 2009: US Government (Dept of Energy) awards $8b loans ($25b sanctioned) to Tesla, Nissan + Ford

● 2009: GM files for bankruptcy protection (US Gov gains 61% equity stake)

● 2009: BMW launch the Mini E

● 2010: Tesla + Toyota strategic partnership (ex NUMMI site - Toyota and GM partnership)

● 2010: Tesla partner with Panasonic to develop a nicklel-based lithium-ion battery for EVs

● 2010: BMW launch the ActiveE

● 2010: Nissan launch LEAF

● 2010: Mercedes-Benz collaborates with Tesla Motor Company to produce the A-Class E-Cell

● 2011: BMW launch BMW i - sold seperately from BMW and Mini.

● 2013: BMW launch i3 - their first zero-emission EV

● 2014: Toyota launch Mirai - world’s first mass-produced hydrogen fuel cell car