Nissan has teamed up with the UK’s biggest automotive marketplace, AutoTrader, to encourage motorists to think about the benefits of electric motoring – and to consider beginning their EV journey with a pre-owned Nissan LEAF.
The partnership involved a high-profile Nissan presence on the AutoTrader website and the creation of a special promotional hub, with used examples of Nissan LEAF front and centre.
The promotion involved a ‘home page takeover’ of the AutoTrader website which acted as an online gateway to the world of Approved Used LEAFs available under Nissan’s Intelligent Choice programme.
Visitors were told that each such car comes with all the exciting performance, innovation and reliability of a Nissan with a host of additional benefits such as a rigorous 100-point check on each vehicle and a manufacturer-backed warranty for a minimum of 12 months.
In addition, potential purchasers were advised they would be able to benefit from MOT care for vehicles over two years old; an EV Battery Quality Guarantee; Roadside Assistance; genuine Nissan parts; and expertise from the people who know the car best.
And of course, an electric vehicle does not require visits to a fuel station – a topic firmly on drivers’ radars at the moment.
Nissan dealers have been working with LEAF for more than 10 years and have huge experience in selling and servicing the product.
Concise information was also provided about LEAF models produced over the years; the principal characteristics of ownership were explained in an easy-to-understand way; and there was clear guidance about the key selling points of the car, such as its bold design and electrifying dynamics.
The promotional hub included other elements too.
In a special video, AutoTrader editorial director Erin Baker said she was a ‘‘genuine advocate’’ for LEAF. She explained she had been running a used example for about six months and that every day it had ‘‘just been brilliant’’.
There was also a link to the Nissan OEM site, full of useful LEAF facts and figures of course; and another one to real-time stock availability information so anyone in the mood to think about a purchase could act promptly if they so wished. Moreover, a charging point map demonstrated the expansion in the number of public chargers in recent years.
Nic Verneuil, Sales Director at Nissan Motor (GB) Ltd., said: ‘‘We saw this partnership with AutoTrader as an innovative and exciting way to increase awareness of driving with zero tailpipe emissions and the myriad benefits of our own Nissan LEAF.
‘‘Of course, we want LEAF’s success to continue, but promotions such as this have a far wider role to play in terms of accelerating consumer interest in electric cars and, in turn, their adoption.
‘‘Our goal has to be to maximise the impact of EVs in terms of reducing carbon emissions in our local communities and tackling climate change globally. And let’s not forget – day-to-day life with an EV means there’s no queuing for expensive fuel when supplies are limited.’’
David Ardern, Used Car Manager at Nissan Motor (GB), added: ‘‘This partnership with AutoTrader was designed to help support dealer sales of pre-owned LEAFs in particular and was constructed to emphasise three key characteristics of the car.
‘‘Firstly, that it is reliable; secondly that it is an award winner – having won many accolades over the years; and thirdly, that it’s an affordable option, with a £395 deposit contribution and two years’ free servicing.’’
He added: ‘‘The promotion was a huge success and showcasing the benefits of running an electric vehicle couldn’t have been better timed, coming as it did shortly before the current petrol and diesel supply crisis. It was great to work with AutoTrader, and feedback from dealers has been that our high-profile presence on their website made a real impact.’’