Can marketing veteran Xin Yu save Infiniti? Where does Dongfeng Nissan's "belief" come from| Qizhi

After returning to Dongfeng Nissan earlier this year, Infiniti ushered in its first adjustment.

On May 5, Dongfeng Nissan Infiniti Business Headquarters announced that from May, Xin Yu, general manager of Dongfeng Nissan Automobile Sales Co., Ltd., will concurrently serve as the head of the headquarters of Dongfeng Nissan Passenger Car Company Infiniti Business Headquarters. Wang Baojun will serve as deputy head of dongfeng nissan passenger car company Infiniti business headquarters of Dongfeng Motor Co., Ltd. Mao Limin will serve as Vice President of Special Projects at Nissan (China) Investment Co., Ltd. and General Manager of Infiniti China Management Committee.

For this personnel adjustment, dongfeng Nissan's purpose is very clear, "to further tap the opportunities in the luxury car market, lay a solid foundation for the longitudinal development of the brand in the Chinese market, and become the vanguard force of Dongfeng Nissan to meet the luxury market." ”

It sounds like Dongfeng Nissan trusts Xin Yu and believes that Xin Yu can take LinkedIn Finidi out of the mire with his excellent marketing ability. But the question is, does Dongfeng Nissan really see where Infiniti's predicament lies?

"As a luxury brand, Infiniti marketing is very important, but more importantly, the product, from entering the Chinese market to the present, the product camp is weak, the technology is old and lacks core highlights, which is an important reason for Infiniti to fall into a dilemma." Dongfeng Nissan let a veteran marketer who is not responsible for the product manage Infiniti, which is tantamount to asking for fish. "People in the industry are so sharp to say.

And it is. Since 2014, in the past eight years, Infiniti has only produced two models - QX50 and Q50L. Entering the Dongfeng Infiniti 4S store, you can only see the Q50L, QX50 and QX30, as for the Q60, QX60, Q70 and other models can only be booked.

While the product camp is relatively weak, the iteration rate of Infiniti models is also very low. Taking the Q50L, which was listed in November 2014 as an example, there has only been one mid-term redesign since its listing, which is rare in the fiercely competitive domestic auto market.

However, even so, Infiniti's previous leader Mao Limin previously said: "In the Chinese market, a car that hits the world is a god car." ”

This is very strange, not to mention that Infiniti currently has no product that can be called a god car, even if there is, in such a fiercely competitive domestic market, can Xin Yu make this product into a god car with a monthly sales of 20,000?

Perhaps different voices will say that there is a divine car like Xuan Yi under Xin Yu's rule, which can be copied completely. Such a judgment will not be commented on, just want to ask - is Xuanyi's decades of market foundation in vain?

It's like a passage says. When a person eats the tenth steamed bun, he is full, and then he says that he already knows how to eat the tenth steamed bun directly. Such a joke, quantitative change can cause qualitative change, everyone understands.

Let's talk about the quality of Infiniti's products, or another reason for Infiniti's sluggish sales.

At the March 15 evening party in 2021, Infiniti was shortlisted for a problem with the gearbox. Public reports show that for vehicles that are still in the warranty period, Dongfeng Infiniti can replace the gearbox for free, but the fault cannot be eradicated, and the vehicles that are not within the shelf life need to be repaired and replaced by the owner of 140,000-150,000 yuan.

In the face of surging public opinion, Infiniti's first thought is not how to properly solve it, but to sign a confidentiality agreement with some rights protection car owners to provide a warranty extension ranging from 10 to 20 years for the vehicle, and at the same time requires that after signing the agreement, the loss of the previous maintenance is borne by the owner, and the impact of the incident cannot be expanded through the media and other means.

Such a thing doesn't seem to happen by accident on Infiniti.

According to a car owner in Hangzhou, he bought an Infiniti QX60 at a landing price of 450,000 yuan, and successively at 1,000 kilometers, 33,000 kilometers, and 42,000 kilometers, the engine failure light "red light" was lit up many times, but each time the reply of the 4S store was "accidental failure" and was not solved. It was not until 98,000 kilometers of the same failure again that the 4S shop identified it as a "four-cylinder lack of fire" of the engine, admitting that it was a system failure.

The owner said that after buying a car for two and a half years, he ran back and forth to the 4S shop 8 times, and the maintenance order saved a thick pile, but the problem was still not solved, and now he has lost confidence in Infiniti and the 4S store.

In this regard, auto industry experts also believe that the root cause of Infiniti's problem is that the brand does not pay enough attention to the Chinese market.

Such an arrogant Infiniti, is Xin Yu able to solve?

Here is not a question about Xin Yu, but to say that Xin Yu has always achieved excellent results under the "protection" of the Dongfeng Day product brand, and can he come up with a better way to deal with such a complex Infiniti problem when he is really on his own? unknown.

Frankly, Infiniti's vision is good. In Infiniti's view, after this personnel adjustment, Xin Yu, Wang Baojun and Mao Limin will join forces to inject new impetus into Infiniti's development and create new breakthroughs to enhance brand strength. At the same time, relying on Dongfeng Nissan's more mature and powerful system, Infiniti will also better stimulate its own potential, exert greater energy, and usher in an important turning point in its development strategy in China.

The focus is on relying on the Dongfeng Nissan system, but with the discernment ability of Chinese consumers today, believing that Dongfeng Nissan is not the same as believing in Infiniti, relying on the routine of "touching porcelain" is absolutely impossible to go, otherwise it may cause fire.

On the one hand, he must rely on the strength of Dongfeng Nissan, and on the other hand, he must preserve the sound of Dongfeng Nissan, such a balance, how Xin Yu grasps it, is the test of his difficult problem when he is in charge of the fallen Infiniti.

Write | Fire

Edit the | Respect for the distance