The Unexpected Strategy Nissan Plans to Use to Attract Hesitant First-Time EV Buyers | Carscoops

      Nissan informs Carscoops that the new Leaf adopts a straightforward design, facilitating the transition for first-time electric vehicle buyers.

      As of now, 75% of Leaf purchasers have never previously driven an electric vehicle.

      The new Leaf maintains familiar features like a start button, stalks, and dials.

      Christian Spencer notes that the emphasis on familiarity and accessibility outweighed the desire for novelty.

      For those who have been observing the trends in automotive interiors in recent years, one undeniable shift is the prevalence of screens, which has completely transformed driver interaction with vehicles.

      More: Nissan Will End Production of the Ariya EV After 2025

      This change is particularly evident in models like the latest Porsche Cayenne Electric, where nearly all functions are controlled via a display. While Nissan's new Leaf EV also features a large screen, its approach diverges from that of most manufacturers, with its ergonomic design, controls, and layout reminiscent of traditional internal combustion engine vehicles. Christian Spencer, a senior manager at Nissan, explains this reasoning.

      “Seventy-five percent of buyers will be acquiring this model without having driven an electric car before,” he shared with Carscoops. “We aimed to create a car that feels recognizable.” This intention is clear as soon as one enters the cabin.

      Controls in Expected Locations

      Instead of relegating a majority, if not all, controls to the infotainment screen, the Leaf opts for a more straightforward design. The start button and turn signals are positioned where one would intuitively expect, and the gear selector is located in the dashboard, similar to how it appears in the Armada.

      Spencer elaborated that the team did not focus on what competitors were doing with their buttons or screens: “We examined the types of ICE vehicles potential customers are familiar with. Can they enter the car and start it? Can they understand how to use the turn signals? Can they shift into gear?”

      Divergence from the Ariya

      Contrastingly, this design philosophy significantly differs from the Ariya, Nissan’s more upscale EV, where features like climate controls are integrated into the dash's design. In the Leaf, HVAC buttons are clearly visible and prominently positioned above the main dashboard and beneath the infotainment screen. Physical media controls are also retained, simplifying adjustments without needing to navigate through menus.

      “For certain vehicles, such features may seem like novelties, but we viewed this as a chance to ensure accessibility,” noted Spencer. This focus on accessibility is evident throughout the cabin: the layout is uncomplicated yet not cheap, straightforward but not outdated.

      Relying on Familiarity

      In an age where numerous automakers are removing physical controls in favor of screens and gesture-based commands, Nissan is taking a chance on familiarity as a smart choice, at least for its mainstream models. With three out of four Leaf buyers venturing into the EV market for the first time, maintaining a sense of familiarity may precisely encourage them to stay.

      Photos by Stephen Rivers for Carscoops.