With Another Award in Hand, Nissan Looks to Broaden LEAF Deliveries

After the model picked up an honor at the New York International Auto Show, Nissan Americas decided to accelerate the U.S. market launch of the Nissan LEAF.

Beginning May 1, the company explained it will reopen reservations to select consumers as both vehicle production and U.S. deliveries move into the many thousands. Nissan recapped that it completed its first reservation session last September after achieving its goal of 20,000 U.S. reservations, three months prior to the first LEAF delivery.

The automaker indicated this next round of reservations will first reopen in the launch states of Arizona, California, Hawaii, Oregon, Tennessee, Texas and Washington. Individuals who already have registered on the Nissan LEAF website — a group that now totals 340,000 potential owners — can take the first opportunity to reserve a spot in line to purchase a LEAF.

Nissan stressed that more markets will follow this fall with availability in the southeastern United States, specifically Alabama, Florida, Georgia, North Carolina, Maryland, South Carolina and Virginia.

Nationwide ordering is set to begin in 2012. Nissan calculated more than 500 LEAFs have been delivered to U.S. buyers since December.

“Nissan is pleased to report that the first vessel carrying post earthquake-produced Nissan LEAFs is scheduled to arrive to U.S. shores April 27,” Carlos Tavares, chairman of Nissan Americas, told attendees at New York International Auto Show.

“Nissan LEAF deliveries are about to grow from the few hundreds to the many thousands, and all current customer orders will be fulfilled by the end of this summer,” Tavares continued.

Nissan’s newest LEAF reservation strategy comes soon after the April 18 debut of the automaker’s ad campaign for the all-electric vehicle titled, “Value of Zero.”

OEM officials described the model’s ad campaign as a “celebration” of the 100-percent electric vehicle that does not use gasoline nor does it emit tailpipe fumes.

The campaign tagline, “Zero is Worth Everything,” highlights the vehicle and reveals what Nissan thinks is “the true value of zero” through topical imagery arranged in the circular shape of a zero.

The LEAF also is featured in the documentary Revenge of the Electric Car. Filmmaker and electric-vehicle advocate Chris Paine directs the movie, which follows executives including Nissan chief executive officer Carlos Ghosn in his pursuit of zero-emission leadership.

Revenge opened last Friday, Earth Day, at the Tribeca Film Festival in New York.

LEAF Wins 2011 World Car of the Year

Also at the New York International Auto Show, the LEAF was named 2011 World Car of the Year, edging out the BMW 5-Series and the Audi A8 for the top spot.

The model previously was named European Car of the Year.

The World Car Awards jurors observed that, “The LEAF is the gateway to a brave new electric world from Nissan.