Nissan aims to double US Leaf sales to 20,000 in 2012
Wider state availability and new US production are expected to help Nissan target at least 20,000 Leaf sales in America this year, up from 9,674 in 2011.
Nissan plans to double sales of its Leaf electric car in the United States to at least 20,000 units in 2012, targeting a sharp increase from the 9,674 cars it delivered in 2011. The target, confirmed by CEO Carlos Ghosn, is underpinned by a major expansion in state availability and a coming boost in domestic production.
Leaf expands to all 50 states
The Leaf was initially offered in just seven US states, but by early 2012 it had reached 30. Nissan expects to make the car available nationwide before the end of the year. The wider rollout is a key part of the sales push, as it opens the car to a much larger pool of buyers and dealers. Ghosn has said that improved inventory and broader access will be crucial to meeting the new target.
Nissan's move comes as electric vehicles remain a small but growing segment in the US. The Leaf faces competition from the Chevrolet Volt and other emerging models, but Nissan's strategy is to use scale and availability to drive adoption. For context, Nissan's US sales across all models hit a record one million in 2011, but the Leaf remains a niche product within that total.
US production to ease supply constraints
Until now, all Leafs sold in the US have been imported from Japan. Nissan is preparing to start US production at its Smyrna, Tennessee plant later in 2012, which will eventually have capacity for 150,000 vehicles and 200,000 battery packs a year. The battery plant, which is nearing completion, is expected to resolve the supply bottleneck that has limited Leaf availability so far. Ghosn has pointed to batteries as the main constraint on production, with the new facility intended to support higher volumes and reduce lead times for US dealers.
The Smyrna investment is not just about the Leaf. From 2013, the plant will also start building the Rogue crossover for the US market, further embedding Nissan's manufacturing operations in the region.
Implications for buyers and dealers
For buyers, the expansion means easier access to the Leaf, with more local dealers able to supply and service the car. For Nissan's US dealer network, the move promises higher showroom traffic and a stronger presence in the electric vehicle segment. The company is also expected to benefit from reduced shipping costs and a more stable supply chain once US production is underway.
Nissan's 2012 target comes as it positions the Leaf as a mainstream electric car, not just a compliance vehicle for early-adopter states. The company is betting that wider availability, improved inventory and local manufacturing will help it meet the doubled sales goal.
For further context on Nissan's broader Leaf sales ambitions, see Nissan Targets Doubling Leaf Sales to 40,000 in 2012.
