In the face of BBA's crushing on the brand and cadillac and Volvo's offensive in price, Infiniti, which has not been innovating for many years, has long been not optimistic about its position in China's luxury car market.
For Infiniti, the brand in China is not a matter of heat at all, but how to survive in the cracks, which is not exaggerated or alarmist, we may wish to look at a set of sales data.
In 2018, Infiniti, which was at its peak in China's passenger car market, sold 28,868 vehicles in China;
In 2019, Infiniti sold 35,035 vehicles in China during the rise of China's luxury car market;
In 2020, when China's luxury car market was in a hot period, Infiniti sold 25,695 vehicles in China.
This year, from January to November 2021, Infiniti's cumulative sales in China were only 7691 vehicles, not to mention the gap with mainstream luxury brands, and even with Jaguar, Land Rover, And Jeep.
The reason why Infiniti has been reduced to the edge, simply and crudely, is that in the best car-making era, it has not built a car that meets the times.
The demand for luxury cars in the consumer market has risen sharply, many brands have caught up with this "last train", the most typical is Lincoln, sales continued to grow after domestic production, and sales of 82,800 vehicles were achieved in the first 11 months of this year, and more and more considerable data also means that the Lincoln brand thrives on the influence.
And Infiniti backed by the large group Nissan, but even by the sales of Waterloo, the fundamental is that the product new and old replacement cycle is too long, casually pull out an Infiniti product, the service market cycle has 6-8 years, from product design to technology support can not be in line with the new generation of consumers, so the market to Give Infiniti evaluation, in addition to "old" there is no other fresh word.
However, the recent launch of infiniti QX60 has allowed us to see the change of Infiniti, but after the pre-sale of the car was released, many people have said that the pre-sale price of 450,000-660,000 is too high, which is not in line with the tone of Infiniti's products.
To be honest, I don't agree with this view, but I think the Infiniti QX60 is fully transformed to deserve such a high price.
The positioning of the car is a medium and large SUV, the size of 5127/2005/1767mm, wheelbase length of 2900mm, and its volvo XC90 sold for more than 600,000 yuan, while the Lincoln Aviator also exceeded 500,000 yuan, compared to the Infiniti QX60 starting price of 450,000 yuan is not high, right?
Not to mention the QX60 is equipped with a 2.0T engine, 252 horsepower / 376 torque performance is not bad, at the same time it also has a 7-seat spacious seating space, a wealth of car networking system and intelligent technology configuration and a good appearance and excellent interior texture, so the price is not high.
And we also need to know that most of the models pre-sale price is higher than the final guidance price, if the late production capacity is stable, the terminal or there are more preferential policies, then when the starting price reaches about 400,000, the cost performance in the same level will be difficult to find a rival, therefore, Infiniti QX60 This product is essentially no problem.
The key reason for the real problem is infiniti's brand.
The reason why BBA sells well is fundamentally due to the high cognitive power of the Chinese market, which is a household influence, which obviously forms a strong empowerment for the product, which can support a vulgar product to sell at a relatively noble price, to some extent, this is to give spiritual influence.
Obviously, Infiniti's years of silence make it not have such qualities, so even if Infiniti QX60 and BMW X5, Audi Q7, Mercedes-Benz GLE belong to the same level, but more than 200,000 lower than the three, some people also think it is expensive, therefore, for the Infiniti QX60 this new car, the product is no problem, the problem is the brand.
Continuous casting influence is the key that Infiniti needs to face, and it is not enough to just use a product that meets the times QX60, so in the future, Infiniti also needs to launch a variety of products that conform to the times, while also insisting on maintaining user reputation, and continuously improving the service system and sales network, which may bring more empowerment to the product.