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Nissan, Kia spending big to promote EVs, Chevy stays conservative on Volt

With 22 months of record Leaf sales under its zero-emission belt, Nissan has started two big ad campaigns for the battery-powered Leaf. On TV, there's the Kick Gas campaign (it's a popular name) and on social media, Nissan is promoting the EV as the "world's cleanest car" (it's a paint thing). We don't know how much the paint prank is costing, but we do have some estimated numbers for the TV ads. Nissan has spent over $30 million on TV advertising for the Leaf in 2014. According to iSpot, which tracks these sorts of things, Nissan spent over $30 million promoting the Leaf on TV in 2014. "Through November of this year," iSpot CEO Sean Muller wrote to AutoblogGreen, "Nissan spent more then $400 million in TV advertising for its traditional fuel fleet, and $22 million for the rechargeable Leaf. It has since dedicated an additional $9 million on it its new Kick Gas campaign, which started airing November 3, shortly after news of the electronic sales slump broke." iSpot says that Kick Gas aired predominately on NBC, CBS and Fox. The result of those airings can be seen in the charts below, but the takeaway point is that viewers of college football, Gladiator and The Rachel Maddow Show were the most engaged by the ad. Nissan has said the ad is working and that it helped increase Leaf sales in November. How is Chevrolet promoting the Volt? Not nearly as aggressively as Nissan is with the Leaf. Muller said iSpot estimates that GM spent just $2 million over the past couple of years to sell the plug-in hybrid on TV, despite offering 62 different Volt ads online. Then there's new entry into the mix, the Kia Soul EV. iSpot figures Kia has spent about $15 million on TV airings of that odd sexified hamster spot. That's a lot of money for a car that just went on sale here in October, let alone one that isn't available in most states. We've asked Chevy, Kia and Nissan for comment on the iSpot numbers but have not yet heard back. You can watch ads for all three vehicles below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Details on Nissan's Kick Gas:

Renault splits into 5 businesses in drive to boost profit

  PARIS — French car maker Renault announced a major overhaul that will see it separate its activities in five businesses, deepen ties with China's Geely and spin off its electric vehicles unit through a stock market listing next year. At a long-awaited investor presentation on Tuesday, Renault said it targeted operating margins of 8% for 2025 and rising to more than 10% in 2030, from 5% expected this year. It also plans to reinstate dividends from 2023 after a three-year hiatus, and generate more than 2 billion euros of cash annually between 2023-25, growing to more than 3 billion euros in the following five years. An early mover in the electric car race, Renault has fallen behind newer, more agile rivals like Tesla. After needing emergency state cash during the COVID pandemic, the group is looking to extend on a turnaround following losses in 2019 and 2020, and increase the valuation of its different parts. But big question marks remain on its strained relationship with long-standing Japanese partner Nissan, as Renault looks for other outside investors for each of its divisions. The main plank of the car maker's strategy is separating its combustion engine business — which will partner with Geely in a 50-50 joint venture, also announced on Tuesday — from its electric vehicle unit, to be listed in the second half of next year. Nissan is expected to take a stake in the EV venture, codenamed "Ampere," alongside other investors, though Renault will keep a majority stake. Talks with Nissan have been dragging on, amid Japanese reservations about sharing technology with others, including a Chinese rival like Geely, sources have told Reuters. Shares in Renault fell 2% by 1254 GMT after earlier dipping more than 4% as it gave little detail on the state of play of the discussions with Nissan on the future of their partnership. Renault CEO Luca De Meo said the group wanted to give the alliance a strong future and a "new chance." But he also said that — as in a marriage — "it is important for us to have our own hobbies and our own life." The companies had initially set a Nov. 15 target to reach a deal, but no announcement is now expected on that date, according to people familiar with the talks. Aside from the Ampere EV unit and the combustion engine division, Renault will have an additional three businesses — the Alpine sports-car brand, financial services and new mobility and recycling activities.

Nissan reviving Pulsar name for Euro market

The Nissan Pulsar doesn't have what we'd consider a rich history in the US, other than on some models decades ago. However, the nameplate has been part of the Nissan lineup globally since 1978 and has proven popular in Asia and Australia. Now, the brand is teasing a five-door hatch to revive the name and hit European showrooms this fall.
The new Pulsar will be built at the company's recently renovated factory in Barcelona, Spain. It's not clear from the teaser whether this is the same model that is already sold in other parts of the world or a brand new vehicle. Although, Nissan says in the announcement that the car "has been designed to meet the specific demands of European car buyers."
With competitors like the Volkswagen Golf and Ford Focus, the European five-door hatch market is seriously competitive. It will be interesting to see if Nissan will have something special to bring to the table. Scroll down to read Nissan's full teaser about its latest hatchback in Europe.