Infiniti luxury car outlook is optimistic

Recently, some big-name luxury cars have used price cuts as a means of sales. Dai Li, the general manager of Infiniti’s China headquarters, talked about the strategy of “brand first and sales second”.

However, what makes me even more amazed is that the person in front of him is tall and big, and the German who speaks fluent Chinese speaks of Infiniti’s goal of progressing in 2020 - the fourth place in China's luxury auto market. This means that Five or six stalemate competitors stood out, reached the annual sales of 100,000 orders of magnitude performance, close to the Audi, BMW, Mercedes-Benz three major luxury brands consisting of the first car of luxury brands, became the second party leader of a "dark horse ".

In the Chinese auto market, everything is possible. BMW is now biting Audi and becoming the runner-up of China's luxury car has Dai Le, a former senior vice president of BMW Brilliance Marketing.

The grand goal is part of Infiniti’s global strategy. In July of last year, Nissan President Carlos Ghosn invited Audi U.S. President Nicho to become Infiniti’s global CEO, and dismissed Infiniti from Nissan, moving its headquarters from Japan to Hong Kong to reshape an emerging international brand image. The annual sales target of 500,000 vehicles. Headquartered in Hong Kong, there is no doubt that the market will focus on China, while the support for the Chinese market will be more direct.

However, at present, there are many things waiting for Dai Lei to do it.

The recognition of brand localization is a top priority. Although it did not catch up with the golden growth period of the Chinese luxury car market. However, a new generation of younger, more personality-seeking users emerged. Infiniti's products are dynamic, elegant and full of impact and sympathize with this group. Dai Lei hopes to use all-round means to shape Infiniti into a brand with a "young mentality" and to have emotional resonance with the target group.

Infiniti's latest product line is also very much to Dai Leqi, various models can cover 85% of the luxury car market. In September of this year, Infiniti's cars all reverted to the Q word. SUV models are headed by QX. The larger the two digits followed, the higher the positioning level. The number of English alphabets that were not used regularly was used as a code name, which made Chinese people confused. In the next two years, the Q50 and QX50 will be introduced domestically in advanced domestic fashion. Dai Lei is very optimistic about the two new cars and believes the Q50 is not inferior to the BMW 3 Series.

Localized R&D and localized manufacturing, rich in Chinese elements, is the only way for a global brand to become bigger and stronger in the Chinese market. Domestically, Infiniti’s domestic manufacturing will take place within the Dongfeng Nissan system. At the same time, the new 4-cylinder powertrain will also be introduced into domestic production. Dongfeng Nissan is a very successful joint venture, and one million production can also help its dilutive costs. According to the information previously disclosed, since 2014, Infiniti will gradually introduce main products such as Q50L and QX50L to achieve domestic production.

Dai Lei is indeed a "China Pass." He took office for a hundred days and had extensive communication with distributors and the media. Perhaps inadvertently, it collided with the classic brand essence that was similar to the “BMW Hyatt”. In the past three months, down-to-earth advancement has caused Infiniti’s sales to gradually increase. It has achieved a 46% year-on-year increase in June and returned to the level before the Diaoyu Island incident.

Dray’s men have already had a team responsible for brand remodeling and other work. The new product strategy will be disclosed at the Chengdu Auto Show at the end of August.