jlsoaz
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Marketing suggestion - fuel dollars per mile (or 100 miles)

Sun Dec 23, 2012 1:21 pm

I don't have regular access to conventional TV and advertising, ....has Nissan done any prominent TV or other ads which feature side-by-side comparisons of fuel-dollars per mile (or 100 miles)? I see some good discussions on a glance search here in the MNL forums as to these costs, but, at first glance, nothing in the suggestions forum.

I suggest (if Nissan hasn't done this already) a TV and other ad medium idea along the lines of side-by-side comparisons, something like:

[Left Side of screen] ||||||| [Right Side of Screen]

Conventional Gasoline-powered vehicle ||||||| Nissan Leaf

Fuel cost: $12 per 100 miles ||||||| Electricity Cost: $4 per 100 miles

[exact numbers for both sides of screen depend on gasoline cost, electricity cost, comparison model of ICV, whether the EV charges at public stations or just at home, and perhaps other factors.]

It could be an active screen throughout the commercial so that the numbers added up over the miles as one watched.

Of course, there is also potential for incorporating other costs (Insurance, maintenance, repair, etc.)
Former lessee 2012 SL
http://www.pluginamerica.org/surveys/ba ... hp?vid=229
2017-October: bght 2013 Volt
will buy 150+ mile BEV when they become less expensive on used market
opinions expressed are my own

DaveinOlyWA
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Re: Marketing suggestion - fuel dollars per mile (or 100 mil

Sun Dec 23, 2012 1:32 pm

that would be one way to advertise but problem is putting too much info into a 30 second commercial. for me, i could say its $2.50 for 100 miles in the LEAF, $7 for the Prius and $12 in my In-Laws Kia Soul
2011 SL; 44,598 mi, 87% SOH. 2013 S; 44,840 mi, 91% SOH. 2016 S30; 29,413 mi, 99% SOH. 2018 S; 25,185 mi, SOH 92.23%. 2019 S Plus; 11,333.1 mi, 93.73% SOH
My Blog; http://daveinolywa.blogspot.com" onclick="window.open(this.href);return false;

jlsoaz
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Re: Marketing suggestion - fuel dollars per mile (or 100 mil

Sun Dec 23, 2012 3:12 pm

DaveinOlyWA wrote:that would be one way to advertise but problem is putting too much info into a 30 second commercial. for me, i could say its $2.50 for 100 miles in the LEAF, $7 for the Prius and $12 in my In-Laws Kia Soul
Hi Dave, I don't think this is a problem. One can readily identify some EPA-data-based numbers for some comparably-sized (midsized?) mainstream ICV... whichever comparison vehicles Nissan marketing determines is most appropriate.

I'd say something along the lines of an Accord or Camry or Fusion ICV? I don't know the exact sizes.

From there, if one wanted to compare also to include NPHEVs or PHEVs, then a Prius or Prius Plug-in or C-Max Energi or the like could be included. The Volt is a bit smaller on interior space, but I suppose could be included.

For one 30 second commercial, I reckon just one Camry or Accord, or perhaps some nameless ICV combinatory number, as compared to a Leaf..... that would work to keep the info down. It might have some built-in drama if the odometer changes as the commercial goes by to show a build-up to 100 or 1000 or 12,000 or whatever mileage works best to illustrate, by the time 30 (or 15) seconds comes around.
Former lessee 2012 SL
http://www.pluginamerica.org/surveys/ba ... hp?vid=229
2017-October: bght 2013 Volt
will buy 150+ mile BEV when they become less expensive on used market
opinions expressed are my own

smkettner
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Re: Marketing suggestion - fuel dollars per mile (or 100 mil

Sun Dec 23, 2012 3:41 pm

I could see someone asking about fuel savings. Such as potential buyer confused that he could save 20% and the answer is no you save 80% you only pay 20%. Then the bulb comes on and he says you mean the fuel savings will actually make the full lease payment? Compared to that SUV, you bet.
1 bar lost at 21,451 miles, 16 months.
2 bar lost at 35,339 miles, 25 months.
LEAF traded at 45,400 miles for a RAV4-EV
RAV4 traded in for I-Pace Dec 2018

DaveinOlyWA
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Re: Marketing suggestion - fuel dollars per mile (or 100 mil

Sun Dec 23, 2012 4:03 pm

we definitely need to get away from "this is the only car you will need" message since that is not true for 90+ % of the households. Now maybe a commercial with someone doing the budget and having line items viewable

fuel $$
Mini Van.... $150
LEAF....... $35
2011 SL; 44,598 mi, 87% SOH. 2013 S; 44,840 mi, 91% SOH. 2016 S30; 29,413 mi, 99% SOH. 2018 S; 25,185 mi, SOH 92.23%. 2019 S Plus; 11,333.1 mi, 93.73% SOH
My Blog; http://daveinolywa.blogspot.com" onclick="window.open(this.href);return false;

jlsoaz
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Re: Marketing suggestion - fuel dollars per mile (or 100 mil

Sun Dec 23, 2012 4:38 pm

DaveinOlyWA wrote:we definitely need to get away from "this is the only car you will need" message since that is not true for 90+ % of the households.
Agreed. A big factor for me in my own Leaf experience. I did understand going in that I would have to retain my ICV, but it's still annoying and an important financial point that affects all my equations significantly.
DaveinOlyWA wrote: Now maybe a commercial with someone doing the budget and having line items viewable
fuel $$
Mini Van.... $150
LEAF....... $35
While I agree that we need to get away from implying that for most people it's the only car you need (I don't know about a 90% figure, but for "a lot" of Leaf drivers it's not the only car they need), to keep things on-point for a single commercial idea, I think that with some effort, there could be a decent message that does not mislead people. Your idea may be a good workaround in this case. As I say, I sort of like the idea of a tally running up as the commercial progresses, so rather than just the static numbers, one where the numbers are visible throughout the days/weeks/months and then you see the final tally and understand why a Leaf's low operating costs for fuel (electricity) are a very good point for some.
Former lessee 2012 SL
http://www.pluginamerica.org/surveys/ba ... hp?vid=229
2017-October: bght 2013 Volt
will buy 150+ mile BEV when they become less expensive on used market
opinions expressed are my own

DaveinOlyWA
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Re: Marketing suggestion - fuel dollars per mile (or 100 mil

Sun Dec 23, 2012 6:30 pm

90 percent that "need" another car besides the LEAF
2011 SL; 44,598 mi, 87% SOH. 2013 S; 44,840 mi, 91% SOH. 2016 S30; 29,413 mi, 99% SOH. 2018 S; 25,185 mi, SOH 92.23%. 2019 S Plus; 11,333.1 mi, 93.73% SOH
My Blog; http://daveinolywa.blogspot.com" onclick="window.open(this.href);return false;

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walterbays
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Re: Marketing suggestion - fuel dollars per mile (or 100 mil

Sun Dec 23, 2012 11:56 pm

I seem to remember marketing materials Nissan had a couple of years ago that were kind of the converse of the idea in this thread. It put a whole different spin on "range anxiety." It was something like, how far can you go on $20 (or $1, or $100).

E.g., $20 spent at a gas station then would buy 5 gallons of gas which would take your 12 MPG SUV 60 miles, or your Prius 250 miles. The same $20 spent on electricity would buy 167 kWh which would take your LEAF 667 miles.

Too bad they never really advertised it widely.

jlsoaz
Posts: 775
Joined: Sun Jul 08, 2012 12:57 pm
Delivery Date: 10 Oct 2012
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Re: Marketing suggestion - fuel dollars per mile (or 100 mil

Mon Dec 24, 2012 1:18 am

DaveinOlyWA wrote:90 percent that "need" another car besides the LEAF
Hi Dave:

I think I understood your basic point. I'm one of the people who needs another car besides the Leaf, no quotation marks necessary in my case.

My point was, and is,your claim of an exact number of "90%", a number which you keep repeating. Do you have any actual evidence for this exact figure of 90%?

Note that there is this one number of somewhere between 73 and 81% (19% having one EV and no ICV, and another 8% having two EVs or more and no ICV), which I get from this very small-sample non-scientific poll from this forum:

http://www.mynissanleaf.com/viewtopic.php?f=27&t=10461" onclick="window.open(this.href);return false;
Former lessee 2012 SL
http://www.pluginamerica.org/surveys/ba ... hp?vid=229
2017-October: bght 2013 Volt
will buy 150+ mile BEV when they become less expensive on used market
opinions expressed are my own

cwerdna
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Re: Marketing suggestion - fuel dollars per mile (or 100 mil

Mon Dec 24, 2012 1:53 am

Besides the suggestion re: ads, perhaps Nissan should put something into the car similar to what the Prius c has where you can put in the avg. cost of fuel along w/the mpg your previous/other car gets.

When you shut off the Prius c, it can tell you how much you saved vs. the other car (and/or I think it can tell you the trip cost).

To see what I'm talking about, see http://www.youtube.com/watch?v=FngoNwMDQWY" onclick="window.open(this.href);return false; from 0:46 to 1:15, then 1:57 to the end.

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Please don't PM me with Leaf questions. Just post in the topic that seems most appropriate.

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