Thinking Mainstream
AutoVolt Magazine|Issue 26

Having set global sales records with the Leaf, Nissan is looking at new ways to broaden the appeal of electrification. In an uncertain market, Ken Ramirez, senior vice president of sales and marketing for Nissan Europe, says the direction of travel is clear.

Alex Grant
Thinking Mainstream

“We have been working tirelessly to make this day a reality,” Nissan President and CEO, Carlos Ghosn, told the assembled audience in Yokohama when the covers came off the original Leaf in 2009. “It’s the first step in what is sure to be an exciting journey - for people all over the world, for Nissan and for the industry.”

Bold words at the time, but they’ve proved accurate. When sales began in Japan in 2010, the Leaf was launching into a niche segment, and a mere 67 cars arrived in Europe some months later, awaiting homes with early adopters. But the Leaf has become as synonymous with electric vehicles as the Prius was to hybrids – the 400,000 sold since have been many end-users’ first experience of battery-powered driving, while customers across 50 markets (and growing) have racked up over ten billion kilometers between them. Competition and social change have certainly helped, but it’s hard to imagine today’s electric vehicle market without the contribution of the Leaf.

So, I ask Ken Ramirez, senior vice president of sales and marketing at Nissan Europe, where do you go next when you’re already at the top of the sales charts? “One of the expectations that come with being a leader is we are expected to do more, and we need to answer that call,” he responds. “We will be electrifying all of our line-ups, and making those plans more specific as we go forward. Battery electric is the utopia, but when you look at the use cases [for other technologies] you open up to more consumers. Our credibility with EVs translates into being able to apply technologies to different models and use cases.”

Esta historia es de la edición Issue 26 de AutoVolt Magazine.

Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.

Esta historia es de la edición Issue 26 de AutoVolt Magazine.

Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.

MÁS HISTORIAS DE AUTOVOLT MAGAZINEVer todo
BMW Prices Up All-Electric i4 Saloon And iX SUV
AutoVolt Magazine

BMW Prices Up All-Electric i4 Saloon And iX SUV

DUE for UK launch in November 2021, BMW has released pricing details for the new all electric i4.

time-read
1 min  |
Issue 33
Volvo Trucks announces new family of heavy electric HGVs
AutoVolt Magazine

Volvo Trucks announces new family of heavy electric HGVs

VOLVO Trucks will boost its electric truck range in 2022, with the arrival of three more zero emission HGV models. Joining the FE and FL Electric trucks which are aimed at urban routes and use, the new FH, FM and FMX Electrics will cater for the heavier road transport sector.

time-read
1 min  |
Issue 33
VOLKSWAGEN GOLF GTE
AutoVolt Magazine

VOLKSWAGEN GOLF GTE

Can a hybrid hot hatch really deliver the best of both worlds? Alex Grant finds out.

time-read
3 minutos  |
Issue 33
REACH FOR THE SKIES
AutoVolt Magazine

REACH FOR THE SKIES

Electric flying racing cars have literally taken off, thanks to pioneering efforts from the Airspeeder team.

time-read
4 minutos  |
Issue 33
POLESTAR 2
AutoVolt Magazine

POLESTAR 2

With motorsport in its DNA, has Polestar cracked the electric driver’s car?

time-read
5 minutos  |
Issue 33
HYUNDAI IONIQ 5
AutoVolt Magazine

HYUNDAI IONIQ 5

The retro-inspired first instalment of Hyundai’s new-generation EV line-up has substance worthy of its head-turning styling.

time-read
5 minutos  |
Issue 33
Kia EV6
AutoVolt Magazine

Kia EV6

Hot on the heels of the Hyundai IONIQ 5, sister car the EV6 heralds a fresh new design direction for Kia, as well as the first of eleven electric cars (including seven dedicated) to launch globally by 2026.

time-read
2 minutos  |
Issue 33
BEAUTY... and the BEAST
AutoVolt Magazine

BEAUTY... and the BEAST

With five rounds, nine teams and no fossil fuels; the first season of Extreme E is a no-holds barred proving ground for next-generation electric technology, and the result of some competing sustainability requirements.

time-read
9 minutos  |
Issue 33
Audi prices Q4 e-tron
AutoVolt Magazine

Audi prices Q4 e-tron

THE new Audi Q4 e-tron all electric SUV is now on sale on the UK, with prices starting at £40,750 OTR for the standard model and £42,250 OTR for the more swoopy, coupélike Sportback model.

time-read
1 min  |
Issue 33
2021 JAGUAR E-TYPE ELECTROGENIC
AutoVolt Magazine

2021 JAGUAR E-TYPE ELECTROGENIC

The Jaguar E-Type, dubbed “the most beautiful car ever made” by Enzo Ferrari needs little introduction to classic car fans the world over. Its design is so iconic that the E-Type is frequently credited as blurring the lines between definitions of art, sculpture and vehicular transportation.

time-read
2 minutos  |
Issue 33