In auto speak, conquest sales can be loosely defined as a legal form of stealing from others, as in taking potential sales away from other models or swiping buyers who are typically loyal to another brand. Conquest sales are highly coveted, and most automakers actually aim to make vehicles that will sway buyers away from another brand and towards a lifelong commitment to its models. If gaining conquest sales was Nissan's goal with the Leaf, early results show that it succeeded in spades.
According to Brian Carolin, Nissan's senior vice president for sales and marketing, the company has recorded 14,000 pre-orders for the Leaf in the U.S. alone. Of those 14,000, the company claims that 90 percent currently own and drive non-Nissan products. If true, the Leaf's conquest is almost without comparison. Few vehicles can capably convert loyal buyers over with this level of authority. Let's not forget, most potential Leaf buyers have only risked a refundable $99 at this point, so the outlook may change when real money is at stake.
[Source: Automotive News – sub. req.]