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WHO POSITIONED
THE ELECTRIC CAR?
Nissan LEAF
Nissan LEAF
No tailpipe
Nissan LEAF
No tailpipe100 mile range
Nissan LEAF
No tailpipe100 mile range
Up to 90mph
Nissan LEAF
No tailpipe100 mile range
Up to 90mph
5 passengers
Nissan LEAF
No tailpipe100 mile range
Up to 90mph
5 passengersPremium features
WHO IS BEINGTARGETED?
Demographics
Demographics
• Educated
• Good income
• Single/couples
Geographic
GeographicUrban area and surroundings
Behavioural
Behavioural
•Frequent, short-trip drivers•Conservative driving styles•Loyalty to Nissan brand
Psychographic
Psychographic
• Very environmentally conscious
• Early adopters
THE NEW CAR
Competitor 1:Toyota Prius
Competitor 1:Toyota Prius
First mass-produced hybrid
Competitor 1:Toyota Prius
First mass-produced hybrid
2+ million sold
Competitor 1:Toyota Prius
First mass-produced hybrid
2+ million sold Starts at $23k
Competitor 1:Toyota Prius
First mass-produced hybrid
2+ million sold Starts at $23k
60mpg
Demographics
Demographics
•30-50 years old•Married with family•Educated•Middle class
Psychographics
Psychographics
•Environmentally conscious•Value conscious
Geographic
Geographic
•Urban areas (pollution)•Suburban areas (save on gas)
Behavioural
Behavioural
• Drives a lot for gas savings to really add up
• Loyalty to Toyota brand
THE PERFECT BALANCE
Competitor 2:Chevy Volt
Starts at $39k
Competitor 2:Chevy Volt
2011 Green Car of the Year
Starts at $39k
Competitor 2:Chevy Volt
40 mile range,then can use gas
2011 Green Car of the Year
Starts at $39k
Competitor 2:Chevy Volt
40 mile range,then can use gas
2011 Green Car of the Year
Starts at $39k 100mph, 149hp
Competitor 2:Chevy Volt
40 mile range,then can use gas
2011 Green Car of the Year
Starts at $39k 100mph, 149hp
Premium features standard
Competitor 2:Chevy Volt
Geographic
Geographic
•Daily city commuters
•Drive gas free for $1.50/day if work is 20 miles away
Demographic
Demographic• Higher income level
• Generations X + Y
• Single, educated young professionals
Psychographic
Psychographic
• Technology enthusiasts
• Early adopters
• Environmentally conscious
Behavioural
Behavioural• Loyalty to Chevy brand
• Frequent short-trip commuter
• Needs to take long trips too
CAR OF THE
FUTURE
Competitor 3:Tesla Roadster
First high-performance electric car
Competitor 3:Tesla Roadster
First high-performance electric car
Competitor 3:Tesla Roadster
0-60 in 3.7 seconds
First high-performance electric car
Competitor 3:Tesla Roadster
0-60 in 3.7 seconds(this is fast)
First high-performance electric car
Competitor 3:Tesla Roadster
0-60 in 3.7 seconds(this is fast)
Starts at $109k
Geographic
Geographic
• Concentrated in the U.S. and Europe
• Affluent urban areas
Demographic
Demographic
• Very high income
• Male
• 35-49 years old
Psychographic
Psychographic
• Thrill-seeking personality
• Environmentally conscious
Behavioural
Behavioural• Wants a status statement car
• Wants an extremely high-performance car
THE ELECTRIC
SUPERCAR
Expensive
Affordable
Expensive
Affordable
High Performance
Everyday Car
Expensive
Affordable
High Performance
Everyday Car
Expensive
Affordable
High Performance
Everyday Car
Expensive
Affordable
High Performance
Everyday Car
Expensive
Affordable
High Performance
Everyday Car
Expensive
Affordable
High Performance
Everyday Car
Oh hey guys,didn’t see you
over there!
“ZERO”Emissions
Low Emissions
Long Range
Short Range
“ZERO”Emissions
Low Emissions
Long Range
Short Range
“ZERO”Emissions
Low Emissions
Long Range
Short Range
“ZERO”Emissions
Low Emissions
Long Range
Short Range
“ZERO”Emissions
Low Emissions
Long Range
Short Range
“ZERO”Emissions
Low Emissions
http://www.youtube.com/watch?v=pCs8B-TlylY
MEANWHILE, AT GM HQ
Bob, how are we goingto position the Volt
with this new LEAF out now?
Hmmmmmm...Bob, how are we going
to position the Voltwith this new LEAF out
now?
Emphasize extended range
Emphasize luxury status
Questions?
Works Cited
• United States Securities and Exchange Commission, (2010). Tesla motors inc. (001-34756 ). Washington: Retrieved from http://sec.gov/Archives/edgar/data/1318605/000119312511054847/d10k.htm
• United States Securities and Exchange Commission, (2011). Tesla motors inc. (001-34756 )Washington. Retrieved from http://ir.teslamotors.com/secfiling.cfm?filingID=1193125-11-221497&CIK=1318605
• United States Securities and Exchange Commission, (2011). Toyota motor corporation (1-14948 ). Washington: Retrieved from http://www.sec.gov/Archives/edgar/data/1094517/000119312511172686/d20f.htm
• Worldwide prius cumulative sales top 2m mark; toyota reportedly plans two new prius variants for the us by end of 2012. (2010, October 7). Retrieved from http://www.greencarcongress.com/2010/10/worldwide-prius-cumulative-sales-top-2m-mark-toyota-reportedly-plans-two-new-prius-variants-for-the-.html
• Nissan leaf. (n.d.). Retrieved from http://www.nissanusa.com/leaf-electric-car/
• Chevy volt. (n.d.). Retrieved from http://www.chevrolet.com/volt-electric-car/
• The electric tesla roadster. (n.d.). Retrieved from http://www.teslamotors.com/roadster
• Prius hybrid. (n.d.). Retrieved from http://toyota.com/prius-hybrid/
