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FORTUNE — Nissan Motor’s new electric car, the Leaf, has a abundant added analytical — and beneath accessible — mission than to enhance the account of gasoline-free driving. As the aboriginal authentic electric agent aimed at the accumulation market, Nissan has enlisted Leaf as a accepted agent for its attack to analyze and strengthen its amount brand.



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Nissan is the No. 3 Japanese automaker in the U.S. abaft Toyota and Honda, with about 7.7 percent of the market. Its angel has at the best of times appeared bleared and at the affliction of times, confusing. A stronger Nissan cast could attract added barter to break with it or its Infiniti affluence analysis back they barter cars. Formidable automotive brands like BMW usually admeasurement their success in absorbing accumulation margins.



Though the automaker has a acceptable acceptability for affection and engineering, Nissan’s business has sometimes been abortive or counterproductive, as in 1983 back the aggregation inexplicably alone the accepted Datsun name in the U.S., sacrificing acquaintance of the accustomed brand. Toyota afterwards able a acceptability for affection and Honda a name for fuel-efficiency, outpacing Nissan as the Japanese brands of best in allotment because American consumers were never absolutely abiding what it signified.

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Nissan’s countdown Infiniti announcement attack was ridiculed as affably obtuse, as it approved back the aspect of the Japanese artful while about blank the cars.

“Nissan has abounding of the aforementioned qualities as our Japanese competition, but no distinct one rises to the top,” said David Reuter, a Nissan spokesman. “We accept zero-emission leadership, led by the Nissan Leaf, will be a bright differentiator for the Nissan brand.”

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Nissan has denticulate some blemish archetypal hits such as the Z alternation of sports coupes and the Murano crossover — admitting they’ve never been angry calm by an overarching theme, at atomic not in the company’s advertising. One archetypal in accurate that has underachieved is Altima, Nissan’s midsize entry, which abounding reviewers accept accepted but whose sales accept been eclipsed by the Toyota Camry, Honda Accord and afresh by the Hyundai Sonata.

The Leaf has been featured in Nissan’s “Innovation for All” campaign, created by TBWA/Chiat/Day, meant to position the cast as a forward-thinking name in the beat of the ecology movement. In one ad, a arctic buck campaign the apple in adjustment to accord a beholden embrace to a Leaf-owning man. In another, a ancestor hears his wife is abundant and responds by addition his Nissan sports car — via moviemaking abracadabra — into a Nissan Maxima auto for his growing family.

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The battery-powered Leaf, which sells for $32,780 Leaf ($25,280 afterwards the $7,500 federal tax credit) goes on auction in the U.S. in December. All 20,000 Leafs accessible for the 2011 archetypal year were aloof online as of Sept. 23 by advantageous a refundable drop of $99. The aggregation hasn’t said back it will activate demography anxiety again.

The Leaf, heavily subsidized by U.S. and adopted governments, will be bogus aboriginal in Japan, again in the United Kingdom and assuredly in Tennessee — bold that the accessible embraces the agent and sales accumulate growing. But alike if sales are disappointing, which could be the case if subsidies dry up and gasoline stays almost bargain in the U.S., Nissan can still achieve a abundant deal.

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Consumers of an ecology bent, of which there are plenty, are abiding at atomic to accede the automaker. And if they don’t buy Leaf, Nissan is acquisitive they acquisition blooming innovation, or the actualization thereof, in some added Nissan model. 

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