On December 16, Infiniti ushered in the release of QX60, 2.0T power 450,000 starting price, Infiniti this obvious rhythm to take off, specific how to let us sort out together! Exactly where the embarrassment is.
Awkward problem one: awkward marketing operation "oolong + Pinduoduo" and the topic of "incident + Wang Lihong"
Holding back the big move to release the Canton Tower in a high profile, but to play the Canton Tower "Pinduoduo" with Guangzhou Honda! Is it a conflict or a rubbing heat, the result of the marketing level and Honda level, so why the Nissan family is embarrassed, and choose "Wang Lihong" endorsement on the cusp of the storm, it is really embarrassing!
Quote: Mr. Mao Limin, General Manager of Dongfeng Infiniti Automobile Co., Ltd. and General Manager of Infiniti China, said, "For Infiniti, the beauty of art is the eternal pursuit carved into the brand DNA. "The new generation of Infiniti QX60 is not only a perfect expression of 'breakthrough aesthetics', but also has the compatibility and resonance of the aesthetic tastes of Chinese users."
At the event site of the Infiniti QX60, whether it is a leader or a product explainer, in the case of its inscription machine, it is still stumbling, the speech is weak, and the two words "luxury" in the mouth appear repeatedly, and the lack of confidence has become a rare embarrassment for the QX60 conference. Choosing "Wang Lihong" as a spokesperson, Xiaobian was really "shocked" after seeing it.
I have to say that Mr. Mao Limin, general manager of Infiniti China, who came from after-sales, is a "taboo" who does not understand marketing at all, and all efforts have been returned to their original form by this incident, and the same as the "Limin & Lihong" family should not be so praised!
Note: Infiniti should pay great attention to this issue, which is also a rare embarrassing "oolong" event in the history of automobile marketing, the same place / the same time / the same listing.
Embarrassing problem two: awkwardly "talk about art", sales are dismal and meet the "315" hot search.
Infiniti QX60 talks about "art" and the result has become a "defective product" Now replace the "broken teapot" of "ZF" with "ZF" on the CVT, and Mao Limin, who is born after-sales, is still talking about aesthetics! It is true that I am not embarrassed, and it is others who are embarrassed!
In 2020, Dongfeng Infiniti's sales fell by 26.66% year-on-year to only 25,700 units. This time Infiniti seems to smell the weakness of its own CVT, actually used ZF's gearbox, its own 2.0T met ZF 9AT, which is different from the good use of ZF Great Wall, luxury is indeed inadequate!
Note: After the 315 incident, the CVT was changed to ZF 9AT, which was an embarrassment of cutting the wrist to save itself, and the operation of the "pit teammate" made the CVT of the entire Nissan family "faceless"
Embarrassing problem three: embarrassing "Tianlai 2.0T", fame low-end hard luxury and meet "Chinese heart"
Continue to "burn" its Nissan's 2.0T, as everyone knows, in the Chinese market, 2.0T has long been the standard of domestic brand SUVs, whether it is Chery / Geely / Great Wall / Changan / have a good 2.0T products, and the "vertical" platform configuration has also had good achievements.
The most embarrassing thing is that the entire marketing highlights and rhythm are in the rhythm of the domestic brand SUV, and there are no obvious brand highlights outside the "big 7 seats". The price of "Ward Top Ten" for "how long" will the old terrier "talk" for 450,000 is really enough for peers to "have nothing to steal".
Note: In terms of product layout, there is no rhythm of "Infiniti" relative to the Nissan family itself to achieve a "high premium", but behind the high premium itself, it must meet the user's pursuit of "personalization", "curiosity" and "circle layer" psychology! Infiniti is indeed too weak! It is indeed difficult for Mr. Mao Limin to think about
Retreat Car:
Frequent coach changes have also failed to solve Infiniti's embarrassing decline! At the end of the year, the "ZF" version of the QX60, so the "broken arm" operation has to say an account of the problem of the previous CVT gearbox, this operation also makes the previous owners who have purchased the CVT version QX60 completely desperate, because the release of the "ZF" version may confirm the problem of "CVT", how to repair or replace are difficult to solve.