Nissan Leaf
1. Introduction
According to Nissan Global (2011), “The Nissan Leaf is the world 's first 100-percent electric, zero-emission car designed for the mass market. With its advanced powertrain, Nissan Leaf provides a totally new driving experience, with its smooth and responsive acceleration, stable handling, and quietness. Incorporating the latest IT systems, Nissan Leaf is always connected to driving support functions for a secure and convenient ownership experience. Nissan Leaf was launched in December 2010 in Japan and the United States and in 2011 in Europe and other markets. The Leaf has won numerous international accolades, including the prestigious 2011 European Car of the Year, 2011 World Car of the Year and 2011-12 Cars of the Year Japan awards”. The continuous success of the Nissan Leaf electric car in the Japan and United States market is considered the developmental platform to expand into the Asian market, especially in the Vietnam market. As the Global Advertising Director on behalf of Nissan Cars announces that the Nissan Leaf electric car will be launched in January 2013 and other launched events relevant to the Nissan Leaf lasting within 3 months. It is expected to create a green trend for the transportation.
2. Vietnamese market analysis
2.1 Current market analysis
The car market in Vietnam is tending to grow strongly by three impacts. Firstly, the customers consider car as the main vehicle for the transportation increasingly more. Especially, as reported on Tienphong (2012), the individual-car segmentation raised up to 15% in 2012. This indicates that an increase in the customers’ interest in purchasing cars. Furthermore, DanTri (2011) reported that the economic crisis has changed in the automobile market leading that the consumer tastes have changed, and they tend to purchase small cars with the good operation, facilities, affordable price and ability to save fuel. Finally, Trends (2010) article indicated that: “There is a tendency towards
According to Nissan Global (2011), “The Nissan Leaf is the world 's first 100-percent electric, zero-emission car designed for the mass market. With its advanced powertrain, Nissan Leaf provides a totally new driving experience, with its smooth and responsive acceleration, stable handling, and quietness. Incorporating the latest IT systems, Nissan Leaf is always connected to driving support functions for a secure and convenient ownership experience. Nissan Leaf was launched in December 2010 in Japan and the United States and in 2011 in Europe and other markets. The Leaf has won numerous international accolades, including the prestigious 2011 European Car of the Year, 2011 World Car of the Year and 2011-12 Cars of the Year Japan awards”. The continuous success of the Nissan Leaf electric car in the Japan and United States market is considered the developmental platform to expand into the Asian market, especially in the Vietnam market. As the Global Advertising Director on behalf of Nissan Cars announces that the Nissan Leaf electric car will be launched in January 2013 and other launched events relevant to the Nissan Leaf lasting within 3 months. It is expected to create a green trend for the transportation.
2. Vietnamese market analysis
2.1 Current market analysis
The car market in Vietnam is tending to grow strongly by three impacts. Firstly, the customers consider car as the main vehicle for the transportation increasingly more. Especially, as reported on Tienphong (2012), the individual-car segmentation raised up to 15% in 2012. This indicates that an increase in the customers’ interest in purchasing cars. Furthermore, DanTri (2011) reported that the economic crisis has changed in the automobile market leading that the consumer tastes have changed, and they tend to purchase small cars with the good operation, facilities, affordable price and ability to save fuel. Finally, Trends (2010) article indicated that: “There is a tendency towards
References: 1. Nissan Global (2011). Nissan Leaf. [Online] 2011. Available from: http://www.nissan-global.com/EN/NISSAN/LEAF/ [Accessed: November, 17th, 2011] 2 Translation: Tienphong (2012) 3. Dantri (2011). Thị trường ô tô Mỹ năm 2011: Xe nhỏ lên ngôi. [Online] December, 26th, 2011. Available from: http://dantri.com.vn/o-to-xe-may/thi-truong-o-to-my-nam-2011-xe-nho-len-ngoi-550852.htm [Accessed: November, 17th, 2011] Translation: Dantri (2011). The US automotive market in 2011: Personal cars increase. [Online] December, 26th, 2011. Available from: http://dantri.com.vn/o-to-xe-may/thi-truong-o-to-my-nam-2011-xe-nho-len-ngoi-550852.htm [Accessed: November, 17th, 2011] 4 5. Vijay Kumar Reddy (2012). Advertising Appeals. [Online] 2012. Available from: http://vi.scribd.com/doc/26182529/Advertisement-Appeals [Accessed: November, 17th, 2011] 6 7. Admedia (2007). Advertising media planning: A primer. [Online] 2007. Available from: http://www.admedia.org/ [Accessed: November, 17th, 2011] 8