Point of Sale Promotion Energizes EV & Charging Plan Sales​

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Category: B2C

Type: Acquisition

Channel: Point of Sale

Industry: Energy

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Challenge:

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In early 2014, Houston-based EVgo was rapidly expanding its electric vehicle (EV) charging network across the U.S. and wanted to increase its subscriber base. As part of the EV buying process, first-time buyers wanted information on how to charge their vehicles at home and on the road. In particular, lower cost EVs like the Nissan Leaf had significant range limitations which meant their owners either had to use them as short-distance commuter vehicles or rely on a remote charging station. While many consumers liked the idea of owning an environmentally-friendly EV, they didn’t like the perceived inconvenience of charging the vehicle on the road. This was identified as a leading barrier to purchase.

 

Solution:

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Partnering with Nissan, we created a “No Charge To Charge” point-of-sale promotion: buy or lease a new Nissan Leaf and get free ultra-fast DC charging at all EVgo stations for the next 12 months. The promotion featured EVgo kiosks with interactive touch screens, on-vehicle static cling signage, showroom signage, dealership brochures and a key fob box (see below). To overcome buyer concerns, we jointly promoted EVgo’s turnkey home-charging station solution whereby EVgo provided the equipment and professional installation. Fixed-rate monthly plans included options for unlimited home charging. DC charging at EVgo stations allowed drivers to fully charge their vehicle in less than 15 minutes—stations were typically located along major thoroughfares near restaurants and shopping centers so consumers could run errands while their EV was charging.

 

Result:

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• While specific campaign results were proprietary, dealers reported a substantial increase in sales; having educational information available at the dealership greatly aided the buyer’s decision making.

• By partnering with NRG Energy’s EVgo brand, Nissan was able to provide its dealers with a turnkey solution that addressed the buyer’s concerns and provided a compelling promotional incentive to purchase.

• EVgo reported nearly a 100% home-charging plan sign-up rate for every Leaf sold.

 

Overall, Nissan Leaf saw a 33% increase in sales in 2014 with over 30K vehicles sold. This represented a record for EV sales in the U.S. as well as a Nissan Leaf sales record for every month of the promotion.