Guide
Wang Lihong endorsement overturned, the new QX60 is insincere, and Infiniti is getting more and more difficult to cross?
As a second-tier luxury brand, Infiniti's niche identity can be described as well-known, although it is ostensibly Nissan's high-end brand, but the actual sales performance and recognition are very different from Toyota's high-end brand Lexus.
Sales data and show that last year's annual sales of Infiniti was only 25,700 vehicles, down 26.66% year-on-year, from January to November this year, Infiniti QX50 sales were 7940 vehicles, Q50L was 4017 vehicles, Dongfeng Infiniti's cumulative sales in the first 11 months were 11957 vehicles, lower than last year, such sales also mean that Infiniti has come to the brink of delisting.
[01] The roof leaked during the overnight rain, and Wang Lihong endorsed the overturning
Recently, Infiniti has been on the hot search again, but the reason for the hot search is not the popularity of its new car QX60 pre-sale, but the endorsement of Wang Lihong that it invited to overturn.
On December 16, the Infiniti QX60 was officially pre-sold, and Infiniti said on the official micro: "Having talent is only to have a higher starting point, and only by continuous cultivation can we reach the dream." With extraordinary talent and constantly exploring artistic boundaries, this is Infiniti, but also Wang Lihong. At the same time, it was announced that Wang Lihong officially became the spokesperson of the Infiniti brand.
However, not long after the announcement of the news, on December 17, Wang Lihong's derailment incident fermented on the hot search, and at 1:22 a.m. on December 18, Infiniti urgently terminated the contract, and the official micro said: Infiniti decided to terminate the cooperative relationship with Mr. Wang Lihong from now on. In other words, its endorsement cooperation was canceled.
From the official endorsement to the official announcement of the termination, less than 48 hours before and after, but also set a record for the fastest endorsement overturning, which seems to be unexpected for Infiniti.
In fact, celebrity endorsement rollover has become the norm in recent years, and many companies have suffered from overturning due to careless cooperation with celebrities, and for Infiniti, it seems that rolling over with celebrities has become a norm. Some netizens said that Infiniti and Wu Xiubo, Gao Xiaosong and other cooperation or endorsement relationships, and have also suffered a rollover, had to make people feel strangled sighs.
Of course, despite the storm of endorsement overturning, although such a thing happened is also What Infiniti does not want, but because of the early termination of the contract, Infiniti has also received certain positive comments, and even some netizens said that they only knew Infiniti because of this matter.
[02] The poor performance of the product and the decline in word of mouth have made it difficult for Infiniti to improve
On the one hand, the competition in the automobile market stems from the competition of brand awareness, and on the other hand, the competition of product performance. For Infiniti, the increasing sales volume is ultimately due to the lack of product competitiveness, which also makes Infiniti China General Manager Mao Limin feel like a fish in the throat.
First of all, take the new generation of QX60 released recently, there are many slots in the new car. In addition to continuing the appearance of the US version of the model, the interior styling of the new car lacks the sense of technology that a mid-to-high-end car should have, and the overall atmosphere is too "traditional", which will be difficult to attract young consumers to start, as for the technology configuration, the top model with a pre-price of 660,000 is still good, while the entry-level model with a pre-sale of 450,000 in the main volume is lackluster.
As an SUV model that will be priced at more than 400,000 yuan, the 360 panoramic image, induction trunk, lane departure warning, automatic braking, lane keeping, front seat ventilation and other configurations are not equipped, which is evident from the low configuration.
In addition, in the transmission system, the new Infiniti QX60 uses a 2.0T engine, which is weaker than the US version of the 3.5L V6 in terms of parameters, as for the newly upgraded 9AT gearbox, it has long been standard on the Cadillac CT6, and compared with the Lincoln Aviator's 3.0T+10AT, the transmission performance of the Infiniti QX60 is even less worth mentioning.
As for the pre-sale price of 45-66 million, there is no advantage compared with the same class of models as Cadillac, Volvo and even Lincoln, which is also easier for consumers to give up when choosing a car.
It is worth noting that in addition to the poor performance of the product itself, Infiniti is also facing the dilemma of the decline in word-of-mouth and the shrinking of marketing outlets in the domestic market.
For example, in 2020, Infiniti was recalled several times for product quality problems, including the possibility of oil leakage at the junction of the fuel pump and the low-pressure fuel pipe, the recall of more than 54,000 cars, the reverse installation of the CVT transmission, and the recall of 939 QX60s by Infiniti. This year, due to the frequent problems in the quality of the CVT gearbox, it was exposed by the CCTV 315 evening, which made its brand image plummet. Shrinking dealers have also made Infiniti lack a basic competitive advantage in the terminal market, making it more difficult for its sales to pick up.
With the advent of the new four modernizations of automobiles, the luxury car market is also facing more "inner volume", the sales of first-line brands such as BBA are becoming more and more expensive, while second-tier luxury cars such as Infiniti are facing more difficulties, and the Matthew effect makes it difficult for Infiniti to "come back to life".
Needless to say, the fierce competition in the car market is an indisputable fact at present, leaving aside Wang Lihong's endorsement, the new generation of QX60 has also become invisible in product performance, which can be said to be more and more dealt with. Infiniti's longitudinal rear-drive and Ward's top ten VQ engines many years ago have long disappeared, and it is gradually moving closer to the "grocery shopping car" How many reasons for consumers to start at present?
Write at the end:
For Maori people, the current product difficulties have been enough, and then superimposed word of mouth decline, competitors have introduced new, the environment competition is more fierce, only two domestic cars dongfeng Infiniti has faced the dilemma of no rice cooking, and Maori people want to make a difference, it is indeed difficult, but also more test its business wisdom.
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