With the fermentation of the Wang Lihong incident, he has also become the shortest spokesperson in the history of the automobile, but also created history, on the evening of December 16, the new generation of Dongfeng Infiniti QX60 pre-sale conference, Wang Lihong officially announced that he became infiniti's new spokesperson, in the early morning of the 18th, Infiniti official Bo announced that he and Wang Lihong terminated cooperation, the endorsement time was only 35 hours.
Netizens have lamented that Infiniti's public relations processing speed is extremely fast, three views are positive, worthy of praise! But no matter how well public relations are done, they can't change Infiniti's decline.
Over the years, Infiniti has invited many spokespersons, in addition to Wang Lihong, who overturned the car, there are also Zhang Ruoyun, Tong Dawei and others who have recently been on fire. However, Infiniti's sales performance has deteriorated, with Infiniti's cumulative sales of 25,700 vehicles in 2020, down 26.66% year-on-year. In contrast, the same second-tier luxury brand, Cadillac's annual sales exceeded 230,000, Hongqi brand sold more than 200,000 vehicles, volvo cars in 2020 sales exceeded 166,300 vehicles, Infiniti has gradually marginalized.
This year, Infiniti also appeared on CCTV 315, exposing that the previous generation of QX60 had transmission design defects, many owners repeatedly replaced the gearbox but did not solve the fundamental problem, and also signed a confidentiality agreement with the owner. In the first three quarters of this year, the cumulative sales of Infiniti Q50L were 1677 vehicles, of which the cumulative sales of Infiniti QX50 were 3449 vehicles, and this year's sales may be less than 20,000 vehicles.
Just when Infiniti released the new QX60 and spent a huge amount of money to invite Wang Lihong as a brand spokesperson, Wang Lihong overturned again, and Infiniti QX60 was unfavorable.
In fact, in recent years, Infiniti invited the spokesperson is more or less not very suitable, in addition to Wang Lihong, who has been exposed to the chaos of his private life, the target group of QX50 is a lot of middle-class families with children between 30 and 400,000 married, and the spokesperson should match the audience group, and Zhang Ruoyun's fans are obviously not the crowd in this circle. Therefore, the frequent replacement of star spokespersons has not brought much substantial bonus to Infiniti, and now Infiniti terminal sales continue to decline, the brand voice is getting weaker and weaker, and the situation is further marginalized.
It is reported that Infiniti will return to Dongfeng Nissan as its high-end brand and achieve localization, but can this save Dongfeng Nissan? I am afraid that it is difficult, Infiniti or will follow in the footsteps of Renault and withdraw from the Chinese market in the increasingly fierce market competition.