Better Place Inc. today launched its marketing campaign for electric car for the general public, four months after the soft launch, in which 250 cars were delivered to company employees and select customers. The NIS 4 million campaign slogan is "Not for everyone", and initially targets forward-thinking customers for the electric car.
Simultaneously with the ad campaign, Better Place has restructured its service plans announced a year ago. Instead of buying kilometer packages at variable prices, it is offering a pay-as-you-go at NIS 0.65 per kilometer, including all services, for a minimum of 1,000 kilometers a month (12,000 kilometers a year). If a customer does not reach the threshold, the balance of kilometers will be credited to the following month.
Alternatively, customers can pay in advance NIS 0.55 per kilometer for quota of kilometers for the entire three-year contract period. Better Place and Union Bank of Israel (TASE: UNON) are offering a joint financing plan with a monthly fee for customers who choose this option.
The Renault Fluence ZE electric car that Better Place is offering has a manufacturer's warranty for four years or 120,000 kilometers. Better Place believes that it will sell 4,000 cars in its first full year of operations in Israel, half of them to private customers.
Published by Globes [online], Israel business news - www.globes-online.com - on July 15, 2012
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