Compare and contrast the strategy of Tesla to that of Nissan. Why has Tesla been successful in the electric vehicle market while Nissan has yet to?
Nissan introduced Leaf in 2011, 18 months before Tesla launched its first car, the Model S. Despite the head start, Nissan Leaf is discontinued as of 2023. Let’s explore why Nissan Leaf failed while Tesla succeeded.
While Nissan Leaf was innovative and introduced an alternative energy car, it was just a better car, but more is needed for consumers to adopt it. With the 9X effect, consumers were skeptical about its performance (range), unable to see the need for an electric car as they were satisfied with the reliable ICE (internal combustion engine) cars. Nissan Leaf is a good car on paper. However, consumers were unwilling to switch because of the status quo bias. Also, Nissan needed to build an ecosystem of products around electric vehicles, like charging stations. It relied on the traditional auto-sales process, which is already cumbersome, and consumers view it as a haggle.

On the other hand, Tesla came with 10X improvements overall in customer experience, drivability, charging stations, integrated hardware and software (over-the-wire updates), and direct to consumer sales model with zero advertising. Tesla broke the status quo bias of the consumers with the 9x effect. Telsa’s messaging is the key that stuck with the customers, planet-friendly cars.
Comparem e contrastem a estratégia da Tesla com a da Nissan. Por que a Tesla tem sido bem sucedida no mercado de veículos elétricos, enquanto a Nissan ainda não o fez?
A Nissan introduziu o Leaf em 2011, 18 meses antes de a Tesla lançar seu primeiro carro, o Model S. Apesar da vantagem, o Nissan Leaf é descontinuado a partir de 2023. Vamos explorar por que o Nissan Leaf falhou enquanto a Tesla teve sucesso. Enquanto o Nissan Leaf era inovador e introduziu um carro de energia alternativa, era apenas um carro melhor, mas é necessário mais para que os consumidores o adotem. Com o efeito 9X, os consumidores eram céticos sobre seu desempenho (range), incapazes de ver a necessidade de um carro elétrico, pois estavam satisfeitos com os carros confiáveis de ICE (motor de combustão interna). O Leaf é um bom carro no papel. No entanto, os consumidores não estavam dispostos a mudar por causa do status quo.