nissan history of ev technology
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7/30/2019 Nissan History of EV Technology
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Ni ssan LEAF
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Nissan H ist o r y o f EV Techn o log y
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Nissan EV Hist or y
• Nissan released its first electric
vehicle in 1947. Beginning in the1960s the company became moreactive in developing such vehiclesand has since released and soldnumerous electric-poweredautomobiles.
• We at Nissan are applying ourmany years of expertise withlithium-ion batteries and high-voltage electric-systemtechnology in the development of our fuel-cell vehicles.
• Nissan has developed uniqueknowledge in the EV space withover 15 concepts and productionmodels introduced over the last65 years
19491947
19981991
19851983
19761970
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Nissan ’s Globa l Nor t h Am er icanCo m m i t m en t t o EV
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Sunderland, UK
Zama, Japan
Smyrna, USA
Oppama, Japan
Flins, France
Mass production for mass marketing
500,000 battery and assembly capacities
5 battery plants3 confirmed assembly plants
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Nissan’s Commitment to Zero-emissionleadership
evNV2000 Infiniti
Nissan LEAF TBD Fluence
Zoe Twizy
TBD
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Nissan Sust a inab le Mob i l i t y P lan
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Comprehensive approach toward zero-emission
mobility
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Cent e r fo r Au t om ot ive Research
BOCHUM, Germany – Global passenger-car sales:
• Will show a steady rise in coming years to total 92.5 millionunits by 2025 according to the CAR Center EconomicResearch of the University
• This will represent a 57 pc from 2010 levels
• Led by China and other new markets– China forecast to soar 163 pc to 29.6 million by 2025.
– India sales are expected to jump 181 pc to 6.7 million units.
• Alternative Power train vehicles will need to significantlyincrease their global market share or the demand for oil willout strip supply and production capability
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Nissan LEAF is 75+ MPG
20 2 5 EPA St and ar ds and Fue lSav ings
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Th e Cu st om er
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Consumer Profile
High Income ($140,000+)
Technologically Savvy
Well-educated
Enjoy Role As Early Adopter
82% new to Nissan Brand
75% considered only Nissan vehicles
38% of Nissan LEAF customerstraded a Toyota
Prius is the number #1 traded in model
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Customer Key Driving Data And Usage
Near ly a l l N issan LEAF ow ner s d r i ve less than 60 m i les a
day – t h e average i s m ore a round 3 0 m i les a day
• Average charging time is less than 3 hours
• The average drive trip is about 7 miles…
• People are using the vehicle as their PRIMARY car
• 85% to 90% of Charging takes place at home
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W hy 10 0 M i le Range?
On ave rage 90% o f t h e U.S. popu la t i on d r i ves l ess t h an 10 0
m i les a day
Typical consumer driving patterns:
• Weekday
– Less than 50 miles - 73% – 5-10 miles – 27%
• Weekend– Less than 50 miles – 66%– 20-29 miles – 24%
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Th e Pr od u ct
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• Zero emission
• 100-mile range
• Superior battery technology
• Built for sustainable mobility
• Stimulating acceleration
• Quietness
• Connected intelligenttransportation (IT) system
• Affordable
Size5 -doo r m i d s ize
ha tchbackCapac i t y 5 Adu l t s
Range1 0 0 m i le s( US LA4)
Top Speed 90 m ph
Bat t e ry Lam i na t ed L i- i on
Ca pa ci t y / Po w e r 2 4 k W h / o v er 9 0 k W
M ot o rH igh- response
synchron ous AC Motor
( 8 0 kW / 2 80 Nm )
I T Sys temI n t e g r a t e d
com m un i cat i on sys t em
Nissan LEAF – Pr odu ct H igh l igh t s
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Sup er io r Ba t t e ry Techn o logy
• Places batteries in the safest location
• Provides optimum weight distribution for ideal/predictable handling
• Allows for 5 passenger seating by not intruding into cabin space
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Use of technology for Range Management
Nav iga t ion : Reachable areaMeter : Distance to empty
Timer functions
Charg ing T im erCl im ate Cont ro l T im er
Adv anced Veh ic le I T Sy st em
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• Charging/Climate Control• Charge Status
• Plug-in reminder
• Access by internet and web-enabled phone
Remote vehicle access
Te lem at i cs and St a t ion Mapp in g
Automatic charging spot
updates
charging spots
LEAF is equipped with Telematics control unit that transmits and receivesdata that will allow for unprecedented conveniences.
Data Center
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Nissan LEAF Mar k et in g
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Utilize LEAF as Brand Halo
Differentiate EV’s as a segment from Hybrids including Volt.
Educate about battery and electric motor technology.
Legitimize EV technology:
• Focus messaging on EV’s being “real cars”.• Communicate momentum towards charger network growth.• Alleviate range anxiety.
Communicate environmental benefits of EV vs. ICE – target early adaptors.
Communicate new buying process (LEAF Customer Journey)
Begin messaging migration from Early Adopters to Pragmatic Majority.• Utilize targeted media to transition messaging in Launch Markets toPragmatists (cost of ownership, driving experience, etc.)
FY10 – 11 Nissan LEAF Strategy
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“ Wor l d ’ s 50 M os t I nnova t i ve Com pan i es”
Nissan LEAF - Accolad es
“ 2011 Wor l d Ca r o f t he Yea r ”
War d ’ s “ Ten Best Eng ines o f 201 1”I I HS “ Top Sa f e t y Pi ck ” & NHTSA 5 -St a r Rat i ng
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A w a r d W i n n in g Commerc ia ls
Polar Bear
The Power of Zero Gas Powered Everything
Lance
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Socia l Media St a t s and Pr ess
1 2 2 , 1 9 3
1 7 , 3 8 9
@NissanLEAF
Nissan LEAF Out sel ls Ch ev y Vo l t
S l & M k ti T ti FY10/FY11
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Sales & Marketing Tactics FY10/FY11 – LEAF “Drive Electric Tour”
“Drive Electric Tour” began October 1, 2010 offering first-in-market consumer test
drives. Tour extended to “Phase 2” for FY11 Interactive displays and test drives with Product Specialists providing information
about Nissan LEAF, technology and features
Over 77,000 Total Consumer Experiences
To Meet FY12 Sales We Must Sell To
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Ear ly Adop t e rs Com m on al i t ies Pr agm at is t s
Pr io r i t i z es env i r on m en t and o i l i nd ependenc e.
W i l l i n g t o a d o p t n e w tec hno logy , pay a p r e m i u m a n d b e i nc onv en ienc ed .
Pre fer s t o pu r c hase ( pe rc e i v ed l ess w aste fu l ) .
Want Greenoptions
Wants oilindependence
Believes EV haslowest impact
U n w i l l i n g t o co m p r o m i se l o w co st a n d h i g h conven ience.
Sl o w t o a d o p t n e w techno log ies . Compares EV ’s to I CE and HEV veh ic les .
Prefers to lease ( less r i sk )
Ear ly Adop t e rs Com m on al i t ies Pr agm at is t s
Pr io r i t i z es env i r on m en t and o i l i nd ependenc e.
W i l l i n g t o a d o p t n e w tec hno logy , pay a p r e m i u m a n d b e i nc onv en ienc ed .
Pre fer s t o pu r c hase ( pe rc e i v ed l ess w aste fu l ) .
Want Greenoptions
Wants oilindependence
Believes EV haslowest impact
U n w i l l i n g t o co m p r o m i se l o w co st a n d h i g h conven ience.
Sl o w t o a d o p t n e w techno log ies . Compares EV ’s to I CE and HEV veh ic les .
Prefers to lease ( less r i sk )
To Meet FY12 Sales, We Must Sell ToPragmatists
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The Competition
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Competitive Landscape – Ford Focus EV
• Launching in 17 States mid 2012 – Nationwide in 2013• 5-10K units first year• Est. 100 Mile range
• 23kWh lithium-ion battery• 6kW onboard charger - ~3 hr charge time• MyFord Touch system with EV unique content• 1 trim available: $39,200
o Leather package $995• Eligible for $7,500 federal tax credit
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Competitive Landscape – Honda Fit EV
• California and Oregon launch summer 2012, 6 east coast markets early2013
o 1,100 units over the next 3 yrs, but plan to react to consumer demand
• MSRP: $36,625 (estimated lease $399)• Estimated 123 mile range LA4 / 76 mile combined EPA• 20kWh lithium-ion battery
o 6.6kW onboard charger: ~3hr charge time• 3-mode drive system: Sport, Normal, Econ• Interactive remote requiring no internet/cell connection (30 meter range)
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Competitive Landscape - Coda
• Launching in California early 2012 – Production start Nov 2011o Coda estimates 50,000 vehicles sales by 2015 (10,000 1st year)
• MSRP: Reduced to $39,900• Estimated 150 mile range LA4 / 120 combined EPA• 36kWh lithium-ion battery
o 6.6kW onboard charger: ~6hr charge time• 10 year / 100,000 mile battery warranty• Sedan Styling – full trunk
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Competitive Landscape – BMW i3 Concept EV
•Launch 2012 700 vehicles (conversion), 2013 production vehicles
• MSRP: $35,000 USD (approx); No volume estimates available• Driving Range is 93-100 miles (not confirmed by BMW)• 125 kW motor (170hp); 250 Nm of torque (184 lb-ft)• Only weighs 2756 lbs• Has a range extender (REx) option (small gas generator)
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Competitive Landscape – Chevy Spark
• California launch in 2013• MSRP, volume estimates and driving range not yet determined• 85 kW electric motor• Lithium Nanophosphate Battery: capacity TBC
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Competitive Landscape – Hyundai Elantra Concept EV
• Concept based on current Elantra Platform• No MSRP or est. volume at this time• 80kW motor• 27kWh lithium-polymer battery pack• Estimated driving range of 124 miles• 6.6kW onboard charger: ~5hr charge time (220V)
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Nissan LEAF Cu st om er Edu cat ion
• Advanced Range Simulators
• Real World Driving Statistics
• Charge Times
• Fact vs. Fiction
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Charg ing
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DC Fas tCharge
Leve l1 & 2
Nissan LEAF Ch ar ge Por t s
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Char g in g T im e And Mi leage
USA
Char g in g Leve lM i leage and Charg ing t im e
2 h r 4 h r 6 h r 8 h r
Leve l 2
( 240 vo l t s , 16am ps )+25mile +50mile +75mile +100mile
Leve l 1
( 120 vo l t s , 12am ps )+10mile +20mile +30mile +40mile
• DC Quick charging:
• 25 to 30 miles in 10 minutes “Coffee Break”
• 40 to 50 miles in 15 minutes “ Snack & Sandwich
• 80 to 100 in 30 min “Range Extender”
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• Commodities
Leve l 2 Residen t ia l & Com m erc ial
• Retailers
– L o w e s
– Best Buy
– Hom e Depo tGE Schneid er Lev i to n Legran d
GE Schn eider Levi t on Legran d Eat on AV ECOTal i t y
Cl ip per Cre ek SPX Cou lom b
EVSEs Have goneMainstream
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Infrastructure
Estimated Number Of Public Charging Stations:Level 2 1000DC Fast Charge 30
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DC Fast Ch ar g in g
$
$45,000 $35,000 -$40,000 $12,990
Ecotality Blink
Aerovironment Nissan Standard DCQC
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Gas St a t ion Of The Fu t u r e
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Append ix
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440-480VSupply
(3 phase)
Panel andCircuit Breaker
Utility Meter
• DC Quick Charge
• Installation costs can vary greatly depending on:
• May require separate electrical service
• May require transformer upgrades or additional work
Conduit & Wire
GroundDC Quick
Charge Unit
Breaker / Panel Upgrades Installation & Materials Cost Commercial Grade EVSE
Typical Installation Costs:
DC Qu ick Char ge I n st a l la t ion
Electrical Box
Permit
$2,000 $10,000 - $30,000$10k-$12k
$23k - $45k$1,000
TOTAL
Sam p le Of La rge I n f r ast ru ct u r e
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Pr o g r a m To t a l A m o u n t M a r k et sLevel 2
Publ i c
DC Fast
EV Project (Ecotality) [DOE] $230.0M AZ, CA, OR, TN, TX, WA 5,600 200
ChargePoint America(Coulomb) [DOE]
$37.0MCA, DC, FL, TX, MI, NY,WA
2,600 0
Bay Area AQMD$5M CA 0 30
California AB 118 [CEC] $3.6M CA 635 0
Hawaii (State Grant) $3.0M HI 450 0
City of Chicago $1.9M IL 207 73
Total + $280 M 26 States 12K+ 500+
Sam p le Of La rge I n f r ast ru ct u r ePro jec ts
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Type Power SupplyChargerPower
ChargingLevel
Charger
Location
Charging Time
(24kwh Battery)
Normal
120VACSingle
Phase
12A 1.4kW Level 1
On-board
18h
240VACSinglePhase
15A 3.3kW
Level 2
8h
30A 6.6kW 4h
Fast480VDC
3-phase50kW Level 3 Off-board 30min
Nissan Confidential
Ch ar g in g Leve ls
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• Goal– Simple, one-stop shop for the
consumer have chargingequipment installed at home
• AeroVironment selected as
Nissan’s preferred vendor forresidential charging equipment– Includes all US markets
• AeroVironment provides– The charging dock
– Manages permitting +installations
– Trains contractor network
Leve l 2 Residen t ia l