Dongfeng Motor Co., Ltd. (DFL) today announced that Dongfeng Infiniti (DFI) will be included in dongfeng Nissan's (DFN) management system as an independent business headquarters, and together with Nissan and Venucia brands, Infiniti will become the third brand of DFN. At that time, its headquarters in Beijing will move back to Guangzhou, but the marketing sector will remain in place for the time being.
Infiniti first officially landed in China in 2007, in July 2010, Infiniti China was established, and in 2014, Dongfeng Infiniti Automobile Co., Ltd. was established. Dongfeng Infiniti, which has been localized for seven years, has a total of three domestic models, namely the Q50L listed in 2014, the QX50 listed in 2015, and the QX60 that was just launched in December this year. As a high-end brand of Nissan Automobile, Dongfeng Infiniti after domestic production focuses on the high-end market, and the brand competitors mainly focus on Volvo, Lincoln, Cadillac and so on. However, since domestic production, Infiniti's domestic sales have not exceeded the 50,000 mark, and the sales data has ranked at the bottom among luxury brands, gradually losing market share in its hands.
As Infiniti's global market shrinks, independent development seems to mean a continued high cost of investment for Infiniti. Under the premise that Infiniti cannot give up the domestic market, it seems that returning to Dongfeng Nissan as its high-end brand seems to be a good choice, one is to enhance the overall brand power of Dongfeng Nissan, the other is to share technology and reduce costs on production lines, and the third is to help Infiniti increase sales with the help of Dongfeng Nissan's marketing network.