California Nissan Dealers Slash Price to Move LEAF Electric Car

Move seen as negative trend that will devalue the car in the publics mind.

Published: 21-Jul-2012

In the past few days, I’ve started seeing reports that some Nissan dealerships are offering steep discounts on the Nissan LEAF. While this could mean great deals for a few EV buyers, the move to drop the price—by as much as $5,000 off MSRP—could call the long-term health of the EV market into question. These spiffs are on top of a federal tax credit of $7,500, and a $2,500 rebate in California.

The website homepage of Fontana Nissan in San Bernardino, Calif. Advertises a LEAF available for “$13,000 off MSRP.” GreenCarReports said that Fontana, as well as North Bay Nissan in Petaluma, Calif., and are offering $5,000 off MSRP for any in-stock LEAF. Campbell Nelson Nissan in Seattle, Wash. is offering charging equipment bundled with a lease.

Paul Scott, a long-time EV advocate turned LEAF salesman, doesn’t like the trend. “As with any product that is not selling as fast as producers would like, the price needs to soften to increase sales. I believe these cars are worth the MSRP, but clearly, most of the public does not,” said Scott. “Here at Nissan of Downtown LA, we are negotiable, but the $5,000 figure seems way out of line. I think that degrades the product in people's minds.”

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