Case Study: Launching of the Nissan LEAF in France
- Analysis of the market for electric cars in France
- The psychological price
- The projected turnover in value and volume for the French market
- The power distribution network
- The advertising campaign
The year, eco mobility was honored saw many automakers put forward the electric cars. Many questions concerning the evolution of the electric car persist but its prospects remains grim. Many consumers want to drive 'green' but the adaptability of these vehicles is difficult because of the autonomy of the engine or refill of the battery.
The urban landscape will change positively in the coming years: less air pollution and less noise, thanks to the fleet of electric vehicles. The companies and communities are beginning to change their travel mode. Decided in 2009, a project of large ordering of electric vehicles began on September 13. The state, local authorities and companies could, in fact, order up to 50,000 electric cars and utilities.
The electric vehicles are an ideal vehicle for travel in urban areas. These vehicles generally have a range between 100 and 160km and a maximum speed of around 130km per hour. Another advantage of electric vehicles is the cost to buy less expensive than gasoline vehicles. The electric utility vehicle like all rechargeable electric vehicles has electric terminals which are already present in Paris.
Other advantages include environmental cause for less pollution, reduction in carbon dioxide emissions, government action (bonus system to purchase premium of 5000 euros), ecological and silent, electricity cheaper than gasoline. The disadvantages are the pricing and implementation of refill stations.
The target group is active males and females between the ages 30 and 50years, in general those who already own a car. The electric will then be used regularly on to work and back home. It also aims at targeting current users and potential consumers who like innovation and the novelty of a silent car.
Consumer need cars that is ecological with attractive prices. The competition in the market is from Peugeot, Mitsubishi, Honda, Toyota, Porsche and Hyundai.
It is therefore necessary for manufacturers to adapt their offerings to make their vehicles accessible technology. Some brands have decided to sell the batteries while others lease them. Depending on the charges, the rental system could be very advantageous. On the one hand, it would reduce the sum to pay for the purchase and could allow circumvention of a technical limitation: the time of the batteries.
However, Nissan would lease the battery, the price of leasing the battery of the Nissan Leaf 400E linked to its technology (Lithium Ion). Nissan wants to be pioneer in this market, making the first LEAF a 100% electric car. All electrical LEAF differs from its main competitors NISSAN TOYOTA (Toyota Prius III 23 000E) and Honda ( Honda CR-Z Hybrid 18 500E) which in turn, more cautious have preferred the hybrid (gas and electricity). The price of the Nissan Leaf is estimated to be around 25 000.
This gives an overview of what consumers are willing to pay for the product. But like any survey, the results are related to the precision of the sample.
Tags: Electrical car, eco-friendly car, Nissan LEAF