Nissan has thrown some celebrity pedal power behind the fall launch of its new all-electric Nissan Leaf, hiring of Lance Armstrong to represent the brand.

The company announced late last week that the Tour de France champion will be the first to receive a Leaf this September, three months before the official launch.

“I think the most exciting thing for me about the Leaf is that it’s the first of it’s kind," said Armstrong in a new promotional video for the car. "Anytime you talk about technology — if it’s a computer, or if it’s a phone, or if it’s a bicycle — you always talk about next level. Like, what’s next level? Next level is the stuff that just blows you away. To me, the Leaf was just really, in my opinion, what I would call next level.”

Nissan representatives commented:  “Armstrong was chosen because his fitness and constant drive for perfection are a perfect match to the qualities of the LEAF.”

So yes, the automaker is pushing hard to align the car with those passionate about a healthy lifestyle. Whatever the attraction, there's certainly no denying the level of interest. Nissan recently announced that it has sold out the 13,000 production run for the December launch of the car.

According to specs, the electric motor will power the car some 100 miles before a charge is needed. That would make it the ideal choice for more than 75 percent of Americans with an average daily commute of 33 miles. The base SV model, priced at $32,780, will cost about $25,280 after a federal tax credit of as much as $7,500. A higher premium level, priced at $33,720, will cost roughly $26,220 after the tax credits.