"Infiniti has always maintained an independent luxury personality, and we have always pursued the beauty of performance and art endlessly." At the pre-sale conference of the new generation Infiniti QX60, Mao Limin, general manager of Dongfeng Infiniti Automobile Co., Ltd. and general manager of Infiniti China, said so.
Just on December 16, Infiniti brought a domestic heavy SUV model that maintains an independent luxury personality, which is the new generation of Infiniti QX60, positioned as a luxury large SUV. It is true that the performance of the new generation of Infiniti QX60 after localization is more in line with the needs of current Chinese consumers. Its pre-sale price range is 450,000-660,000 yuan, the starting price of the pre-sale price is lower than the price of the imported infiniti QX60, and it has also launched a five-fold booking benefit, including engine + transmission lifetime free warranty, which can be described as sincere.
Localization speeds up and consolidates the brand camp
Localization is the strategy of many luxury brands, and Infiniti is no exception. From the perspective of the entire industry, localization is already a trend, and it is also the only way for a brand to deeply cultivate the Chinese market.
It can be seen that luxury brands such as BMW, Audi, Jaguar Land Rover and so on have also begun to be localized layout, and in fact, Infiniti is a luxury brand that entered the Chinese market earlier, and the Chinese market is also particularly important for Infiniti, and the pace of localization is also relatively high.
In 2007, Infiniti officially entered China, and three years later Infiniti China was officially established.
In September 2014, Dongfeng Infiniti was officially established by Dongfeng Motor Group Co., Ltd. and Nissan Motor Co., Ltd. to manage the brand's business in China. In the same year, Infiniti's first domestic model, the Q50L, was launched.
In 2015, Infiniti welcomed its second domestic model, the QX50, and launched the all-new Infiniti QX50 in June 2018.
Today, Infiniti has ushered in a blockbuster domestic model - a new generation of Infiniti QX60. For brands, it is not only a strengthening of the product matrix, but also a major opportunity. In the current major market segments, the steady increase in the market share of luxury cars is obvious to all. Even as other segments decline due to the sluggish auto market environment, the share of the luxury car market is still rising against the trend. In this context, the development potential of luxury brands cannot be underestimated, and it also means that today's consumers have a higher pursuit of mobile quality of life, which is a major opportunity for luxury cars.
Faced with such an opportunity, Infiniti has no reason not to lay out, so the new generation of Infiniti QX60 is coming. Brands need a model that understands consumers better to open up the situation, and the market also needs more localized luxury cars to enter the Chinese market. Since it is a product for the Chinese market, what changes has Infiniti made in terms of product and marketing this time?
In order to better understand the "Chinese" consumers, what changes have been made
Consumers familiar with Infiniti know that the brand's design has always pursued artistic beauty. Judging from the on-site exhibition car of the listing conference, the new generation of Infiniti QX60 does have a different temperament. The front face adopts a layered origami-shaped air intake grille, the internal grain is exquisitely carved, and the entire intake grille is surrounded by a layer of chrome trim, which looks elegant and poetic.
The new car also adopts a floating roof design, which blends fashion and dynamics, and adds four new appearance colors for consumers: Dawn Blue Gray, Streamer Platinum, Galaxy Black and Hao Hai Blue. In terms of styling alone, the Infiniti QX60 can bring people a fashionable and artistic feeling, which is expected to attract the attention of many Chinese consumers.
Of course, a model that truly understands Chinese consumers will try its best to meet the Chinese people's pursuit of space. The new car for the Chinese market also specially for consumers to create a more luxurious space, it is reported that the new car is a theater-style seat layout, and provides three rows of 6 seats / 7 seats, can meet the Chinese market's diversified car needs. What's more, the second and third rows of seats of the new-generation Infiniti QX60 7-seater model can be reclined 4/6, and the space utilization will be greatly improved to meet the daily needs of users.
To extend the advantages, the new car is also equipped with a third row of one-button access, even if the second row is equipped with child seats, the third row can be easily and elegantly entered. At present, this configuration on the market is relatively rare, which shows that the new generation of Infiniti QX60 has its own unique understanding of luxury comfort.
If you think the Infiniti QX60 only has these highlights, it's too small to look at. The new car is also equipped with a newly upgraded ProPILOT L2 intelligent driving assistance system, a new intelligent interconnection system, mobile phone APP function, etc., which includes full-speed intelligent cruise function, voice control, online navigation, on-board KTV and other functions, it can be said that the performance of intelligence should not be underestimated.
In addition, the most topical is that the new generation of Infiniti QX60 is equipped with the world's first 2.0-liter VC-Turbo variable compression ratio turbo engine, and this time the new car does not use a CVT gearbox, but instead a 9-speed automatic transmission. So, we can look forward to the dynamic performance of the new generation Infiniti QX60.
In addition to the product, in fact, Infiniti has also changed its thinking in marketing. It is understood that Infiniti will enhance the awareness of the entire Infiniti brand and the new generation of Infiniti QX60 products through a series of online and offline integrated multi-point activities. At the same time, Infiniti will cooperate with Nissan to increase the number of synergistic stores in shopping malls, supermarkets and other places under the original dealer system to fully understand the brand and products for consumers; in addition, it will also upgrade the national dealer network to upgrade the new exhibition hall to present users with the charm of oriental luxury.
This model is actually similar to the marketing model of new energy brands such as new car-making forces, and the advantage is that it can increase the exposure of brands and products, and at the same time let consumers fully understand the charm of products and brands. Of course, this model also eliminates the user's concern of not being able to find outlets in the later stage to a certain extent.
Auto Network Review: Maybe this is the turning point
In the face of the new environment of the new era market, Infiniti, which has been accumulating power for a long time, has accelerated again, showing the new potential of product updates and brand upgrades. The landing of the new generation of Infiniti QX60 localization has once again ignited Infiniti's "spark of stars", facing the opportunities of the new era, perhaps this is the turning point of Infiniti.
According to data, Infiniti's cumulative sales from January to October this year are close to 9,000 vehicles, and with the arrival of a new generation of Infiniti QX60, it is expected to help the brand increase sales. After all, from the current product strength of this new car, whether it is the design of the appearance, or the spatial performance that more caters to the needs of Chinese consumers, or the brand's innovative marketing model, it can show good competitiveness. Obviously, whether Infiniti can open a new chapter this time is something worth looking forward to.