With San Diego as “Ground Zero,” Nissan Targets Pragmatic Car Buyers With Leaf EV—and We Take It for A Test Hum

In the fall of 2008, I was green with cleantech envy when my colleague Greg Huang got to test drive a prototype Tesla Roadster, the luxury, all-electric sports car made by Silicon Valley’s Tesla Motors (NASDAQ: [[ticker:TSLA]]), which became a public company just last week.

But yesterday I turned over a new Leaf—and then I took it for a test drive through La Jolla.

As Greg was with the Tesla, I was struck by how eerily quiet Nissan’s compact, 100-percent electric vehicle (EV) is when it accelerates. It is so silent that there is little sense of speed; no engine revving, no whining RPMs. Even starting the Leaf can be deceiving. No engine cranking. Just push a button and it’s on.

Bruce Bigelow on test drive
Bruce Bigelow on test drive

The early production model of Nissan’s zero-emission Leaf EV arrived this week at Nissan Design America (the Japanese carmaker’s San Diego design center), the first stop in a cross-country media tour. Nissan plans to begin production of the compact hatchback EV in Japan later this year, and the first U.S. deliveries are expected here by December.

“San Diego is going to be ground zero for our launch,” says Nissan’s Mark Perry. “The whole country is going to be looking at what happens here.”

Mark Perry
Mark Perry

Perry, who is director of product planning and advanced technology strategy for Nissan North America, says Nissan made San Diego its beachhead for reasons that include strong consumer demand, a supportive local utility (SDG&E), and support from state and local government.

As I explained last month, San Diego has emerged as a testbed for new EVs and the necessary electric charging infrastructure. It is among 11 metro areas slated to

Author: Bruce V. Bigelow

In Memoriam: Our dear friend Bruce V. Bigelow passed away on June 29, 2018. He was the editor of Xconomy San Diego from 2008 to 2018. Read more about his life and work here. Bruce Bigelow joined Xconomy from the business desk of the San Diego Union-Tribune. He was a member of the team of reporters who were awarded the 2006 Pulitzer Prize in National Reporting for uncovering bribes paid to San Diego Republican Rep. Randy “Duke” Cunningham in exchange for special legislation earmarks. He also shared a 2006 award for enterprise reporting from the Society of Business Editors and Writers for “In Harm’s Way,” an article about the extraordinary casualty rate among employees working in Iraq for San Diego’s Titan Corp. He has written extensively about the 2002 corporate accounting scandal at software goliath Peregrine Systems. He also was a Gerald Loeb Award finalist and National Headline Award winner for “The Toymaker,” a 14-part chronicle of a San Diego start-up company. He takes special satisfaction, though, that the series was included in the library for nonfiction narrative journalism at the Nieman Foundation for Journalism at Harvard University. Bigelow graduated from U.C. Berkeley in 1977 with a degree in English Literature and from the Columbia University Graduate School of Journalism in 1979. Before joining the Union-Tribune in 1990, he worked for the Associated Press in Los Angeles and The Kansas City Times.