How Nissan Launched The LEAF and Led the EV Revolution
Nissan didn’t just launch a new car. They launched a movement and became the global face of electric mobility.
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The World Wasn’t Ready. We Made It Ready
In 2010, electric vehicles were still seen as futuristic, impractical, and niche.
Nissan had a bold vision: launch the world’s first mainstream EV – the Nissan LEAF – and kickstart global electrification.
“This was about more than horsepower. It was about shaping a new category and winning trust quickly.”
Bastien Schupp, VP Product & Marketing, Nissan Europe.
Crafting the EV Story and Global Launch Platform
Before Nissan could sell EVs, they had to educate the world on what they were – and why they mattered. Here’s how I built the global narrative:
- Positioned the LEAF as “100% electric. 100% real.” - practical, pioneering, and available now
- Developed the EV brand story and playbook used across all global markets
- Created tiered messaging: environmental, tech-forward, economical
- Built advocacy and education through owned, earned and paid
- Shaped comms strategy across global markets, adjusting for local infrastructure maturity
- Worked with early adopter communities and press to seed credibility
Launch Execution Across Europe and Beyond
With the strategy in place, it was time to execute the launch across multiple territories:
- Coordinated pan-European EV launch across 20+ markets
- Integrated PR, digital, social, influencer and event marketing - The Futrue Today
- UEFA Champions League and Olympic sponsorship activations to amplify mass reach
- Delivered education-focused creative, live EV demos and test drive experiences
- Supported product planning and rollout with feedback from early marketing insights
- Helped position Nissan as the leader in EV innovation globally, years ahead of other OEMs
From Market Entry to Global Dominance
Shift perception
Changed from untrustworthy and futuristic to real, affordable and reliable
Early dominance
Paved the way for further EV launches
Category creation
Paved the way for the launch of the broader EV range
Leadership
Cemented as the No.1 choice by many leading global enterprise organisations and public sector
