The New Car
Before every nanny in Brentwood drove a Tesla, there was a lot of fear about buying a 100% electric car. Range anxieties were top of mind, and, being a first year model, no one could physically even see the Leaf before preorder & purchase. And being a very limited production of 20k autos, the Leaf was only avilable for purchase online. To kickstart advocacy, we aimed to arm proponents with sticky, shareable science about EV basics and ownership that would entice curious tire-kickers at the same time.
Merits—
Online, we needed to go further than introductions. The goal was to give people the tools they need to relate to the new car on a personal level, prove the claims being made about the new car, and address topics – about price, range, performance, fueling, convenience and other criteria.
