Nissan is poking some fun at Tesla while trying to get a point across. The California automaker has been bragging about its nearly 400,000 customer reservations for its Model 3 sedan. Nissan’s take? Why wait when you can drive all-electric now.
Nissan launched a new ad campaign Friday with the tagline “No one should have any reservations about getting an electric car today.” Clever? Yep. It appears in print this Friday in the New York Times, Los Angeles Times, USA Today, and The Wall Street Journal.
The whole idea behind the ad is to remind drivers that all-electric vehicles are nothing new, so why wait in line for one. (Although Tesla is hyping up its models like Apple does it products.)
The Model 3 isn’t expected to go on sale until 2017. Nissan has been making the mass-production all-electric Leaf since back in 2010.
— Nissan (@NissanUSA) April 22, 2016
Nissan also has the upper hand when it comes to pricing.
The Leaf starts as low as $22,360 with an available federal incentive of $7,500. The ad states, “Why drop $1,000 to stand in line when you can get $4,000 cash back and best-in-class range?” Tesla says the Model 3 will start at around $35,000, before incentives. The 2016 base S Leaf goes 84 miles on one charge. The base Model 3 offer a cruise range of 215 miles on one full charge.
Nissan needs to do something to beef up Leaf sales, which haven’t been doing nearly as well as Nissan projected due to recent low gas prices.
Nissan had hoped to sell 150,000 a year in the U.S. alone. But Leaf sales dropped 43 percent last year with Nissan only selling 17,269 of them. This year hasn’t been any better. In fact, first-quarter sales were down an additional 28 percent with only 2,931 sold.