Though electric vehicle sales are on the rise, U.S. dealerships with EV offerings sometimes struggle to sell them in a market accustomed to internal combustion engines.
But not Boulder Nissan. The Boulder, Colo., dealership has sold 224 Leafs this year through mid-October. It was the Leaf sales leader in Colorado in 2017, with 404, and the dealership is leading the pack again this year, says General Sales Manager Ed Olsen. That makes it one of the highest-volume Leaf stores in the U.S. along with several dealerships on the West Coast, Nissan North America spokesman Steve Yeager said.
The secret to Boulder Nissan's success? The dealership began laying the groundwork to sell Leafs in 2011, before they even were available in the state. It has since created an EV-centric culture that emphasizes sales-force training and customer education. Strategic marketing alliances with local businesses and agencies also have raised awareness of the Leaf.
"It really got people thinking about how an electric car could work for them," Olsen said. "And now those early customers are trading in their Leafs for 2017 and 2018 Leafs."