When you think of Japanese luxury brands, which of the first things that comes to mind? Presumably, the first thing that comes to mind is Lexus, and then Acura and Infiniti. Even so, the latter two are probably picked up by Chinese consumers from the depths of their memories after half a day's effort.
Needless to say, Lexus has successfully gained a foothold in China's auto consumer market and has a strong enough position, but why are Acura and Infiniti an exception? Aside from the acura, with the domestic Infiniti QX60 coming to market on Thursday (December 16, 2021), we will talk about Dongfeng Infiniti and its third domestic model, QX60, today.
※ Infiniti brand into the Chinese market bumpy road
In 1989, Infiniti was officially born in North America, and together with Lexus and Acura, it is known as the Three Musketeers of the Japanese high-end automobile brand. After years of development, Infiniti, which represents Nissan's high-end brand, together with Lexus, which represents Toyota's high-end brand, and Acura, which represents Honda's high-end brand, have all ranked among the camps of the world's second-tier luxury car brands.
Infiniti, positioned as Nissan's premium brand, was founded in 1989
In 2007, Infiniti officially entered the Chinese market, initially selling its products in the Chinese market as a pure import. On September 22, 2014, Dongfeng Infiniti Automobile Co., Ltd. was established. Established by Dongfeng Motor Company and Nissan Motor Company in a 50:50 share ratio, it adopts an independent joint venture model, and is an independent wholly-owned subsidiary of Dongfeng Motor Co., Ltd., which is at the same level as Dongfeng Nissan. In this regard, the localization process of the Infiniti brand in the Chinese automotive market has also officially begun.
In September 2014, Dongfeng Infiniti announced its establishment and successively launched two domestic models, Q50L and QX50
However, in the seven years of realizing the localization of the brand (2014-2021), Dongfeng Infiniti has not gone well. Especially in terms of sales, dongfeng Infiniti has delivered unsatisfactory answers over the years.
Since the establishment of the joint venture in China in 2014, Infiniti's annual sales in the Chinese market have not exceeded 50,000 units; by 2020, Dongfeng Infiniti's sales volume has fallen by 26.66% year-on-year to only 25,700 units. In May 2020, due to the hidden danger of oil leakage, as many as 54184 Infiniti cars were recalled, including imported Infiniti Q50, Q60 and domestic Infiniti Q50L;
At the CCTV 3.15 party in 2021, Infiniti was named for importing QX60 model gearboxes. Although domestic models were not involved, the incident also adversely affected the reputation of the Dongfeng Infiniti brand.
After being named by CCTV's 3.15 evening party in 2021, Infiniti China issued a statement on the issue of importing QX60 gearboxes
By the end of October this year, the entire Infiniti brand had sold less than 10,000 units in China, less than a fraction of the head camp of first-line luxury brands. So far, Infiniti, especially in China' joint venture company Dongfeng Infiniti, although nominally still a second-tier luxury brand, has actually fallen to the same level as a niche brand.
※ Why did the Infiniti brand after localization stumble on the road?
Putting aside the objective background factors already mentioned earlier, the reason why Dongfeng Infiniti, which has been established for seven years, can struggle in China, which is recognized as the world's largest automobile consumer market, is nothing more than the slow introduction and localization of models.
After the establishment of Dongfeng Infiniti, it first launched the Q50L mid-size sedan in mid-November 2014, and then launched the mid-size SUV QX50 in early March 2015. But what no one expected was that Dongfeng Infiniti temporarily stopped the pace of further localization after the introduction and localization of the above two models; only with the domestic Q50L and QX50, Dongfeng Infiniti suddenly went from 2014 to 2021, a full seven years.
The Q50L is Dongfeng Infiniti's first domestically produced model, positioned as a mid-size sedan, and was launched in mid-November 2014
In early March 2015, Dongfeng Infiniti launched its second model, the QX50, which is positioned as a mid-size SUV
Since the launch of the domestic Infiniti QX50 in March 2015, Dongfeng Infiniti has not launched new products. It was not until the opening of the 19th Guangzhou Auto Show a month ago that Dongfeng Infiniti finally officially announced its third domestic model, which is a new generation QX60 positioned in a medium-sized SUV.
On November 19, 2021, the 19th Guangzhou Auto Show opened, and Dongfeng Infiniti QX60 was officially unveiled
You have to ask why Dongfeng Infiniti has been slow to move since the launch of the domestic QX50 in March 2015, and only now has it launched the third domestic model of the new generation of QX60, obviously this problem is not simply able to be summarized by the three words of "procrastination", and the fundamental reason behind it is probably only the most clear in Dongfeng Infiniti's own heart.
However, as outsiders, we can analyze why Dongfeng Infiniti will use the new generation QX60 as the third domestic model introduced by it. It should be known that in today's Chinese car market, the 400,000-yuan mid-size SUV segment has become the most competitive battlefield between luxury brands; the most distinctive feature of this segment is that there are relatively few competing models, and the profit margin is relatively considerable. For example, the Beijing Mercedes-Benz GLC L, BMW Brilliance X3, and FAW-Volkswagen Audi Q5L, which are mainly promoted by "BBA" in this market segment, are typical representative models.
Beijing Benz GLC L
FAW-Volkswagen Audi Q5L
Dongfeng Infiniti, which has not launched a new product for many years, has decided to move hard, and naturally wants to choose a model that is relatively easy to get revenue. The QX60, which happens to be positioned as a medium-sized SUV, has completed a replacement in overseas markets in the first half of this year, so the introduction and domestic production of a new generation of QX60 within this year is obviously a very correct choice.
And with reference to the official guidance price of the current imported Infiniti QX60 currently on sale, the domestic version of the new generation of QX60 is expected to be the main price level of 400,000 yuan after listing; not to mention the new generation of QX60 after the domestic production belongs to the medium and large SUVs, if you rely on a higher level of model positioning to play with the medium-sized SUV of the first-line luxury brand, it can also make up for the lack of Dongfeng Infiniti in the brand premium, and the odds of winning may be higher.
※ Is Dongfeng Infiniti's new generation QX60 competitive or not?
As mentioned earlier, the reason why Dongfeng Infiniti, which is about to launch a new product, has introduced and produced a new generation of QX60 is that it has a relatively good profit margin in the market segment targeted by this model, and it is expected to become a blockbuster model that helps Dongfeng Infiniti and even the entire Infiniti brand reverse the decline in China. but...... Can the domestic version of the new generation of QX60 really live up to its mission?
Dongfeng Infiniti introduced and domestically produced a new generation of QX60, to a large extent continues the design of the overseas version of the model, whether it is a larger size grille, a sharp eye of the new headlights, both sides of the skirt and rear surround under the decoration, or a suspended roof, the standard rear privacy glass and a new taillight group similar to the through-design, all of which reflect the temperament of luxury cars.
Dongfeng Infiniti's new generation QX60 was officially unveiled at the 19th Guangzhou Auto Show Media Day on November 19, 2021
Compared with the change in appearance, the new generation of Infiniti QX60 has shown enough sincerity in the innovation of power. The new QX60, manufactured by Dongfeng Infiniti, is equipped with a 2.0T turbo engine with VC-Turbo variable compression ratio technology, with a maximum power of 185 kW, and the transmission system matches the 9-speed manual transmission.
The likes and dislikes of appearance depend entirely on the consumer's personal aesthetic preferences, and there is no need to comment more. It is said that the powertrain of Dongfeng Infiniti QX60,2.0T+9AT is already on an equal footing with many competitors in terms of performance. Although the official has not yet announced the detailed configuration of the domestic version of the new generation of QX60, it can be believed that Dongfeng Infiniti, which has suffered losses for many years, will not disappoint the majority of consumers at the configuration level, otherwise what is it that pushes the new car to go public?
But I don't know if the official is aware of one point, that is, on the product force, the domestic new generation QX60 will not obviously lose to Beijing Benz GLC L, BMW Brilliance X3, FAW-Volkswagen Audi Q5L, and even Lexus RX; but if it is about brand power, don't say that Dongfeng Infiniti is not a rival to Beijing Benz, BMW Brilliance, FAW-Volkswagen Audi and even Lexus, I am afraid that Cadillac and Volvo, which belong to the second-tier luxury brand camp, are also a bit inferior, right?
Especially for consumers who have the economic strength to buy 400,000 yuan of luxury brands of medium-sized or medium-sized SUVs, he/she cares not only about the quality of the vehicle itself, but also the requirements for the brand may be higher, and this part of the consumer may be more concerned about the premium ability of the car brand and the accompanying "face problem".
To put it bluntly, suppose that the Dongfeng Infiniti QX60, Lexus RX, Beijing Mercedes-Benz GLC L, BMW Brilliance X3, FAW-Volkswagen Audi Q5L are all put together now, and you do not have budget problems, which model will you prefer?
It's not that Dongfeng Infiniti must be lower than the "BBA" or something, but the problem is that when other luxury brands are playing in the mid-size/medium-sized SUV segment in those years, Dongfeng Infiniti has chosen to be an audience, and it has done almost nothing. Nowadays, most of the consumers in China who have the ability to buy luxury brands of medium-sized/medium-sized SUVs have been deeply planted by the car companies in the head camp of "BBA" and second-tier luxury brands, and how many people will turn their heads to look at Dongfeng Infiniti more?
Therefore, for the upcoming Dongfeng Infiniti new generation QX60, its future market performance is good or bad, has nothing to do with the vehicle's exterior interior design, has nothing to do with the configuration level, and even has nothing to do with power equipment; to determine whether the domestic new generation of QX60 is the hero or the core of the bear in the future, I am afraid that it depends on how much confidence Chinese consumers can regain in the Infiniti brand.
※ Editor's Comments:
Since the car became a commodity into the field of people's lives, for more than a hundred years, no matter which car brand, it is impossible to rely only on a thin product layout to maintain life. Of course, it is another matter for those extremely niche, extremely rare brands and some ultra-luxury brands, which will not be commented on here.
Dongfeng Infiniti, which has been established for seven years alone, is unlikely to support its market share in the Chinese car market with only two models, the Q50L and QX50. Because the competitors that Dongfeng Infiniti faces have a much richer product line than it, this kind of "battle" is simply a joke to win.
What's more, the entire Infiniti brand has fallen out of favor in the minds of today's Chinese consumers, and if you want to get more opportunities to be "flipped", can you solve it simply by introducing a new generation of QX60? Not to mention that the introduction of the new QX60 is already several beats slower. Therefore, whether it is Dongfeng Infiniti or the domestic new generation QX60, the market environment and the development path to be taken will not be easy, and we can only wish for it here. As for what the future is like, I have to use a Chinese folk saying, ride a donkey to read the record book, let's walk and see...