Just Who Is A Typical 2011 Nissan Leaf Buyer? We Find Out

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2011 Nissan Leaf

2011 Nissan Leaf

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Are you one of the 19,000 people in the U.S. who has ordered a 2011 Nissan Leaf? If you are then you might be surprised that Nissan knows you a little better than you may think.

Talking with Edmund’s InsideLine, the automaker has finished its definition of an average Nissan Leaf driver.


By researching the income, age and current car of everyone who has ordered Nissan’s all-electric car, a process which started a long time before the Leaf was even launched.

2011 Nissan Leaf

2011 Nissan Leaf

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It all starts with market research into the demographics most likely to want the car.

For every automaker, working out which demographic to aim the car at is just as important as how many speakers the sound system will have or how many gallons the trunk will be. In fact, every decision made in the development process revolves around the car’s target market.

So who is this mythical average buyer?

According to Nissan, the average 2011 Nissan Leaf owner is a young Baby Boomer, aged around 45 years old.

With an average income of $125,000 a year, the average Leaf owner has owns his or her home and have garage space for the Leaf’s charger. Educated to at least college level, they drive less than 50 miles per day and are more than happy to deal with plugging in the Leaf in their garages.

When it comes to trim levels, the average Leaf driver - 75 percent - have gone for the SL trim package, which retails at an MSRP of $33,500. The SL trim option includes a small solar panel on the Leaf’s rear spoiler, as well as enables the car to be purchased with the $700 fast charge option.

From all this, we can tell that most Nissan Leaf owners are hardly strapped for cash. So what car is the Leaf replacing? Something luxurious and expensive, perhaps?

No. As it turns out, most of these early-adopting Baby Boomers have already got some experience of owning ecologically responsible cars.

Of those who have placed deposits, most already drive a hybrid, with the Toyota Prius, Honda Civic, Insight and Accord coming out on top.  Very few have ever owned a Nissan before, bagging the automaker an increased market share.

2011 Nissan Leaf

2011 Nissan Leaf

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In terms of color, “Planet Blue”, the color used in all the Nissan Leaf adverts to date, seems to be the most popular among buyers. Black is the least popular.

All these demographics tell us that Nissan’s product planning devision has done exceptional work to ensure that the 2011 Nissan Leaf is brought by the very demographic the car has obviously sought to attract from the start - Environmentally conscious, middle-aged owners who are looking to move on from their hybrids. As we've already pointed out, we think the similarities between Nissan Leaf and Toyota Prius are obvious.

Are you a typical or atypical Leaf buyer? We think our own Marty Padget is somewhere in the middle. What about you? Why not let us know!

[Nissan] via [Insideline]

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Comments (9)
  1. $125,000 income? Why are we giving a $7,500 credit to people that make so much? The credit should only be allowed for people make $50K or less.

  2. Jimza Skeptic, because they pay taxes! And they are likely to buy this car. Stop trying to spread the wealth, man. Besides, someone who makes $50K gets the credit also.

  3. I would think an important statistic would be if these are all going to two car and up families. I expect this to be true, and all customers have the option of another vehicle for long trips.

  4. what people still dont understand about "range anxiety" is that it is immaterial, today.
    we are not looking for buyers. there is a waiting line for those people who want to buy evs. and as each year brings in a lot more owners, those who previously had "range anxiety" will no longer have it, as they get ready to join the ownership crowd.
    the volt is an excuse to sell gasoline, with the hopes of slowing down the exodus from gas to electric.

  5. Sorry Rich, but I'm not talking about spreading the wealth. The Federal Deficit is high enough. Someone who makes $125K (even $60K) can pay for a Leaf without a tax break. If people are truly committed to the environmental or energy independence aspect, they should be willing to sacrifice cash to make it happen. The lower income $50K and below won't get the full $7,500 as they would not pay that much in tax.

  6. My familly is going to switch our old Patrol GR 3.0DI into this EV.
    Two kids to leave at school on a 70Kms per day travelling.
    Our main goal is to reduce fuel costs...
    Our old "tractor" is going to be our recreational vehicle, somehow... for the weekends and for medium/long distance travels.
    Essiemme / Portugal - Europe

  7. If Jimza Skeptic is so concerned about the national debt, I would like to suggest he not take the Federal tax credit if and when he purchases an EV. Instead of just complaining about other people he knows nothing about, he could take a positive attitude toward our national debt. I make over $100,000 per year and I certainly don't consider myself rich after paying close to half of my income in federal, state and local taxes. After paying for all other expenses it takes to live these days, there is not much money left to feel good about. I seem to be working more and more to keep other people from having to work harder to learn ways to make a better living.

  8. that is highly typical - that the ev purchase will not be the only car in the household. just another reason why range anxiety plays no role, regarding "holding up" sales.

  9. Ok, we have a white SL for delivery in the first 200 orders AND we expect to take delivery a couple of weeks before that on the Chevy Volt too. We currently are a two car, adults only household with one 2006 Prius and a 2007 Camry Hybrid. We are easily on the higher end of the income demographic, BUT only because we are both working at "Ph.D." type careers which offer solid but not spectacular salary. In addition our house is fully solar equipped (electricity panels and hot water), and our PV system generates enough above the house needs to cover the charging load of the battery cars. The garage is even pre-wired for a 220V line directly beside the car parking space in anticipation of these new cars.

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