Any technological innovation needs some getting used to before going mainstream. Electric vehicles are no different. In order to sell them to a maximum number of people, automakers must first ensure that myths are busted and questions are answered.
For Nissan, the best way to educate consumers is not through social media, mobile apps, billboards or TV ads but rather the hands-on experience. And that's precisely why the company recently partnered with Communauto.
Starting this summer, members of this car-sharing service in Quebec will be able to test-drive the Nissan LEAF before it officially goes on sale. This will be an opportunity to not only evaluate EV infrastructures provided by Hydro-Quebec, but also allow regular folks to perform a much more comprehensive and instructive road test than the 10 minutes sitting next to an enthusiastic sales rep on a preset route.
Drivers who come out of it impressed will likely encourage their family and friends to experiment the LEAF and the snowballing effect will help build a sizable prospect pool for the company. These people will also become much more receptive to traditional marketing campaigns, whether on TV or the Internet. Moreover, it's an excellent way of generating visibility on the road and arousing public curiosity, especially among consumers who are less familiar with electric vehicles.
Members of Communauto are either cash-strapped students or individuals who simply don't want to own a car but need to use other mobility solutions than public transit from time to time. Both have evolving needs and could eventually consider or be forced to buy a vehicle. Maybe then they will think about the LEAF, Nissan hopes.
Of course, we'll have to wait and see if such partnerships actually help the automaker sell more units and facilitate mainstream acceptance of EVs. Other variables like costs and fuel prices might ultimately play a bigger role in the grand scheme of things. Only time will tell.
What about you? What would incite you to purchase a Nissan LEAF or Chevrolet Volt in the near future?
***Auto123.com wishes to thank Nissan Canada for the invitation to the Infopresse Day where Ian Forsyth, Director of Corporate and Product Planning, and Marco Viviani from Communauto talked about the marketing goals of their partnership.
For Nissan, the best way to educate consumers is not through social media, mobile apps, billboards or TV ads but rather the hands-on experience. And that's precisely why the company recently partnered with Communauto.
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| Photo: Nissan |
Starting this summer, members of this car-sharing service in Quebec will be able to test-drive the Nissan LEAF before it officially goes on sale. This will be an opportunity to not only evaluate EV infrastructures provided by Hydro-Quebec, but also allow regular folks to perform a much more comprehensive and instructive road test than the 10 minutes sitting next to an enthusiastic sales rep on a preset route.
Drivers who come out of it impressed will likely encourage their family and friends to experiment the LEAF and the snowballing effect will help build a sizable prospect pool for the company. These people will also become much more receptive to traditional marketing campaigns, whether on TV or the Internet. Moreover, it's an excellent way of generating visibility on the road and arousing public curiosity, especially among consumers who are less familiar with electric vehicles.
Members of Communauto are either cash-strapped students or individuals who simply don't want to own a car but need to use other mobility solutions than public transit from time to time. Both have evolving needs and could eventually consider or be forced to buy a vehicle. Maybe then they will think about the LEAF, Nissan hopes.
Of course, we'll have to wait and see if such partnerships actually help the automaker sell more units and facilitate mainstream acceptance of EVs. Other variables like costs and fuel prices might ultimately play a bigger role in the grand scheme of things. Only time will tell.
What about you? What would incite you to purchase a Nissan LEAF or Chevrolet Volt in the near future?
***Auto123.com wishes to thank Nissan Canada for the invitation to the Infopresse Day where Ian Forsyth, Director of Corporate and Product Planning, and Marco Viviani from Communauto talked about the marketing goals of their partnership.