For any automaker, defining their target market is just as important and the number of horsepower or how many gallons the trunk it will be. Their process begins within the development process and every decision made revolves around who will be a part of their target market.

According to Nissan, the average Nissan Leaf owner is a young baby boomer, aged around 45 years old. With an income of around $125.000 a year, the average owner owns his own house, is an educated persone with a minimum of a college degree, drives around 50 miles per day and are happy with plugging their car in their garages.

Being that the Nissan Leaf usually is being sold at a trim level that is at around $33.500, the average buyers are pretty well endowed when it comes to cash. So the question arrises, what will it replace ? Something expensive like a MERCEDES C Class or maybe a high end sedan such as a TOYOTA CAMRY or a NISSAN ALTIMA ?

It seems that the Nissan LEAF is actually appealing to the young baby boomers that are looking to get the experience of owning a ecologically responsible car.

Of those who actually purchased the Nissan LEAF most of them already own a Toyota Prius or a Honda Civic or a hybrid of sorts. The color that they are going for is mostly the blue as seen in their advertisements.

All these information tell us that Nissans marketing department has made a fantastic job in identifying their potential buyers. Environmentally conscious, middle age owners who where looking to move away from hybrids.