2011 Nissan Leaf Buyer Profile Becomes Clearer

Just the Facts:

• Nissan says average buyers of its 2011 Leaf will be 45-year-old homeowners.
• Nissan also expects that many Leaf buyers currently drive a Toyota Prius.
• More than 19,000 people have put down a $99 deposit to reserve a Leaf since August 31.

FARMINGTON HILLS, Michigan — The average buyer of a 2011 Nissan Leaf is a 45-year-old Baby Boomer who owns a Toyota Prius and a home and makes about $125,000 a year. Most important, the Leaf is proving to be a true conquest vehicle for the Japanese automaker, since 80 percent of Leaf buyers don't drive a Nissan today, the automaker told Inside Line on Wednesday.

The emerging profile of the Leaf buyer — critical information as electric cars such as the Leaf and the 2011 Chevrolet Volt hit the market — was revealed during a media drive of the Leaf here.

"We're learning more about them," Mark Perry, Nissan director of product planning, said of the Leaf buyers. "They are very tech savvy, they are college educated and most drive less than 50 miles per day. Home ownership is a big component of the profile. And they've got garages."

The garage, of course, provides a convenient place to recharge the car.

Nissan began taking orders for the Leaf on August 31. Thus far, it says over 19,000 people have put down a $99 deposit to reserve a Leaf. The demographic profile of the Leaf buyer also reveals that the two prime motivators for buying one are concerns about "energy independence" and "environmental consciousness," Perry said, citing buyer surveys. The Leaf buyers tend to have several vehicles. While Prius is at the top of the list, the other vehicles include "hybrids, [Honda] Civics, [Toyota] Corollas, Camrys and [Honda] Accords," he said.

"Planet Blue" is the most popular exterior color choice for Leaf at this point, with 35 percent of buyers opting for the striking color. Silver is the next most popular choice. Black is the least popular. "It's a mental thing, we think," Perry explained. "They might think it increases the AC [air conditioning] load [thus depleting energy]."

An overwhelming majority of Leaf buyers — 75 percent — are opting for the top-of-the-line SL trim level, which starts at $33,500, including shipping and before any federal or state tax credits or rebates.

Perry and Nissan spokesperson Katherine Zachary confirmed that Tour de France legend Lance Armstrong will be one of the first to get a new Leaf. Armstrong was hired by Nissan to do a Leaf commercial as well as a YouTube video promoting the car. They also said Bill Nye, The Science Guy, has reserved a Leaf. On August 15, Nye wrote on his Web site that he had driven a Leaf prototype and said, "I hope it will be my next car." He said it had "marvelous features." They also said the actress Alyssa Milano has reserved a Leaf. On August 18, she tweeted a message about the Leaf and said, "Mine will be here in February."

Nissan also reported that by the end of 2011, there will be 12,000 public chargers in 19 states, with California leading the pack at over 3,600. When asked if that was encouraging, Nissan spokesman Brian Brockman said: "Yes. It shows there is investment going on. Even though the vast majority of charging will be done in the [home] garage."

Inside Line says: The Nissan Leaf buyer profile skews toward the older, wealthier side, which may be a little surprising. — Anita Lienert, Correspondent