I don't have the research on hand, but it's generally accepted that the reason the Prius was so successful as a hybrid was because it LOOKED very different than

I don't have the research on hand, but it's generally accepted that the reason the Prius was so successful as a hybrid was because it LOOKED very different than other hybrids, so people who bought one could conspicuously show off that they were hybrid drivers before it was cool. Models like the Honda Hybrid Accord and Civic didn't do nearly as well because aside from the badge and carpool sticker, they didn't scream "I'M A HYBRID LOOK AT ME SAVING THE WORLD" My hunch is that the Leaf was an attempt to capture some of that "conspicuous hybridization" momentum. Agreed, though, it's an ugly car.