The Nissan LEAF case is based largely on real events and describes Nissan´s launch on its first 100% electric car (the Nissan Leaf). Nissan intended to develop its marketing plan to debut the Leaf in Germany in 2011. The marketing director of the company thought that the marketing plan that they created was different from all those that had previously created, he knew that the innovative technology of this product could cause positive and negative impacts on its consumers.

This case demonstrates how difficult it can sometimes be to introduce a new product of a different concept and get consumers to consider it.