Infiniti pushes new brand communication concept

Infiniti's Global President, Mr. John _De Nicho, delivered the global development strategy. “In the past, 2013 was Infiniti's year of innovation. We have made new breakthroughs in brand building and sales, and our business has reached new heights. Dr. Daniel Kirchert concluded that “Infiniti will fully attack 2014, continue to maintain sales growth of more than 50%, and continue to expand market share. We will further increase our investment in brands and continue to innovate. Emotionally experienced marketing campaigns, the introduction of six new products, and the construction of a new dealer network, laying a solid foundation for continued high-speed growth in 2014."

Refresh sales records Emotional experience marketing helped brand awareness rise In 2013, Infiniti’s annual sales reached 17,108 units, a year-on-year increase of 54%, and achieved ten consecutive months of strong growth, setting a new record for Infiniti’s retail sales since entering the Chinese market. . At the same time, Infiniti optimized its inventory to achieve a healthy inventory level in the same industry, and dealers will resume profitability in the second half of 2013.

In addition to the sales growth, Infiniti continues to invest in brand building and regards it as its top priority. During the Chengdu Auto Show in August 2013, Infiniti established the direction of “the most emotional luxury car brand” and launched a powerful emotional and experiential marketing campaign. Regardless of the Mid-Autumn Festival theme, such as the “Climb Virus Marketing” and the “Seven Stars Upgraded Life” creative product display, it also sponsored Hunan TV’s popular TV program “Where is Daddy?” and became its sole official automotive partner. Infiniti quickly reached the perspective of the vast number of consumers, and received a warm response from the market. With the “Where is my father going?” championship national championship, Infiniti’s emotional appeal has gradually become popular. Rich and creative marketing activities also made an important contribution to Infiniti’s breakthrough in sales.

"Enlightenment Records" opens the New Year's curtain "Dare to love action" will set off another wave of enthusiasm In 2014, Infiniti will continue to challenge itself and will try to further stimulate consumer resonance. With the "Revelation Record" - 2014 Infiniti People's Festival held, Infiniti officially launched the concept of "Dare and Love" brand communication and used it as the theme of marketing activities throughout the year. At the same time, Infiniti announced the opening of the “Dare to Love Action”, and in the future will interpret the spirit and connotation of “Dare and Love” through innovative product experiences and emotional brand experiences.

At the communication meeting, Mr. Liu Xu fully expounded the core connotation of the concept of “Dare and Love”. "It incorporates Infiniti's global brand values ​​and local consumer values." He said, "'Dare' represents courage, challenges, deterrence, action, and cutting edge, reflecting Infiniti's attitude, personality and mobility, is a rigid side of the brand “Love” means emotion, humanity, faith, dreams, sincerity, love, representing the feelings and experiences of Infiniti products and services, and being a flexible aspect of the brand. Combined into one, it embodies the 'hard and softness' values ​​in Chinese traditional culture and uses the interpretation of 'dare to behave and love the heart' to advocate people to bravely express and practice the love of the heart."

Product offensive upgrades 6 products will be strong landing in the past year, Infiniti opened the Q era: using a "Q named sedan, QX named SUV," the new car naming system, Infiniti 2014 models officially sold in China. In 2014, Infiniti will introduce six models to the Chinese market, including: the imported Infiniti Q50, the Infiniti QX60 (JX) hybrid, the new Infiniti QX80, a highly personalized compact crossover, and the domestic launch at the end of 2014. Infiniti Q50 long wheelbase version and fashion sports SUV Infiniti QX50 long wheelbase version.

As the flagship product of Infiniti's numerous models, the Infineon Q50, the new generation of luxury sports sedan, made its Asian debut at the 2013 Shanghai Auto Show; Infiniti’s first Infiniti Q50 2.0T version equipped with a turbocharged engine was also performed at the Guangzhou Auto Show. The world premiere and will be listed on the Chinese market in the second quarter of this year. As a luxury sports car that subverts the traditional driving experience, the Q50 represents the future direction of Infiniti. It has emotional interiors and styling, as well as a number of world-first technology, including "wire-activated" originated from aerospace technology. The steering technology "DAS" (Direct Adaptive Steering), "Predictive Front Collision Warning" (PFCW), and the same two-touch multi-touch interactive system Infiniti InTouchTM. Not only that, the Q50 also has excellent safety, and has received the highest safety rating from Euro NCAP, NHTSA (National Highway Traffic Safety Administration) and IIHS (American Highway Safety Insurance Association).

Consolidate the core position of the Chinese market and comprehensively advance the localization strategy In 2014, Infiniti will continue to consolidate China’s strategic position as the second largest market in the world. China's localization strategy is an important part of Infiniti's globalization strategy and is also the key to Infiniti's success in the Chinese market. Infiniti is deepening its localization strategy in terms of brand, model, production, and management.

In the fourth quarter of this year, Infiniti’s localization project will be fully launched. In addition to localized products, Infiniti will also accelerate network construction in 2014, expand its dealer network to more than 80 companies, and comprehensively improve the quality of Infiniti dealership stores, allowing more consumers to experience Infiniti’s “Enthusiasm and Prosperity” service. . At the same time, Infiniti will continue to build a team with a broad international perspective, deep local insights, bold innovation, and bold thinking, and continue to promote its localization strategy in China.

“We have already written an exciting page for 2013. Today's Enlightenment will open up a new era for Infiniti's development in China. We are confident that Infiniti will maintain strong, high-speed growth,” said Dr. Dai Lei.