Product innovation in motoring - the mass market electric car

This video is packed full of angles for a business studies lesson. The world’s first mass-produced purpose-built electric car has arrived in the UK, and will eventually be built in Sunderland. But with a price tag of £24,000, is Nissan’s Leaf the future of motoring? How would you promote this new vehicle? Does it really have some sustainable competitive advantages over existing fuel-powered vehicles? How important is the pricing and the effect of the government subsidy for early-adopters?