With the launch of the Nissan Leaf and the soon-to-be available Chevy Volt, Americans finally have access to mass produced electric cars. But how will consumer respond to these new products? There are many challenges facing Nissan and Chevrolet. This article “Electrics power into mainstream” (USA Today, November 8, 2010) outlines some of these challenges. You could have your students read this article and then ask how Nissan should deal with these challenges? Run through the marketing strategy elements – target market and the 4 Ps. Our students can relate to this market. How Chevrolet, Nissan, and eventually Ford and other automakers deal with these issues will have a profound impact on how quickly electric cars are adopted — and on our environment.
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