Nissan Korea aims to lead foreign EV market by 2017

SEOGWIPO, Jejudo Island ― Nissan Korea, which debuted Leaf, the world’s best-selling electric vehicle, last December in Jejudo Island, has set a goal of becoming the top foreign EV brand within three years.

For now, Nissan is one of the two foreign EV brands doing business in Korea along with BMW. Industry watchers forecast more foreign electric cars will soon enter the local market.

“Despite growing competition, we think it is an achievable goal, considering Leaf’s credibility, safety and technological prowess in the global market,’’ Nissan Korea CEO Takehiko Kikuchi said in an Interview with The Korea Herald on March 6.

Leaf, which can drive up to 132 kilometers with a single charge, debuted in December 2010 as the world’s first mass-produced zero emissions vehicle. Its global sales in more than 30 countries exceeded 160,000 units last year, the company said. 

“We expect to sell 150 units (in Jejudo) this year, a tenfold increase from 15 in 2014,’’ Kikuchi said.

Jeju citizens can purchase Leaf for a price of 32.8 million won ($29,856) when the Jeju municipal government provides a subsidy of 22 million won.

To drive Leaf sales this year, the company is offering new Leaf customers a promotion package program, including a 2.5 million won ($2,300) cash benefit and a zero interest payment program for 60 months. The company also will strengthen its sales and service network for Leaf in the resort island.

Nissan will focus on Jejudo for the time being for its sales of Leaf mainly because of the relatively better infrastructure of power-chargers.

As of now, 36 fast chargers, which can power up an EV in less than 30 minutes, are installed across the island.

“Frankly speaking, (even) Jejudo is in an infant stage in terms of infrastructure for EVs,’’ Kikuchi said.

“I believe things will get better at a faster pace as the local government pushes for its vision to transform the island into a carbon-free region.’’

After considering the business environment, Nissan will enter other cities, including Seoul, for its EV business.

“Nissan considers Korea as one of the most strategically important markets for its EV business beyond the U.S., Europe and Japan in that not only the central but also local governments have a clear policy direction and detailed roadmap for green cars,’’ the CEO said.

By Seo Jee-yeon (jyseo@heraldcorp.com)