Since 2023, China's auto market has ushered in nearly 1,000 new cars, and the "fast food" car manufacturing model has become the route practiced by most car companies, which try to seize market share with more new products, thus ignoring the original needs of consumers and differentiated aesthetics, and losing the original value of automotive products.
However, one car company did not lose its way in the "involution", but constantly challenged the tradition, established a new luxury experience, and low-key practice of the concept of belonging to the luxury brand - as a unique existence in the automotive industry, determined to become the only one for the few.
Unlike those auto companies that blindly cater to consumer preferences and pursue short-term economic benefits at all costs, Infiniti is more driver-centric and stimulates potential, and it wants to be a unique brand that pursues ideals, performance and art.
The Vision Qe concept car unveiled at the Beijing Auto Show once again demonstrated the charm of Infiniti.
In this body, an oriental mystical force is about to emerge, which is one of the ways Infiniti creates emotional value for Chinese consumers. The Vision Qe Concept adopts the newly evolved Artistry In Motion design language to create a new luxury option for users to be refined and emotionally resonant in the highly competitive luxury car market.
Under the interweaving of elegance and sportiness, the Vision Qe concept car presents the aesthetic charm of "Tilt", "Xiang" and "Qiang" with more stretched proportions and more exquisite details: "Tilt" - a distinctive design that gives the vehicle extraordinary feelings and characteristics; "Xiang" - a design concept that conveys the speed and vitality of body modeling; "粋" – a presentation of detail that exudes a sense of sophistication and purity.
The Vision Qe Concept is like an eagle soaring, with an elegant, understated shape and a powerful rear curve that exudes dynamism and power. The soft lines of the sides are combined with the sculptural bodywork, and the oversized wheels with a striking three-dimensional geometric pattern create an elegant yet powerful look.
"When the Infiniti global design team was looking for inspiration for the Vision Qe concept, they were inspired and influenced by an eagle, a racing sailboat and a sculptor from the '20s." Yasuke Nakamura, Infiniti's global senior design director, said in an interview.
In a sense, the unveiling of the Vision Qe concept not only represents Infiniti's latest achievement in electrification, but also an important cornerstone of Infiniti's long-term plan to achieve 'Ambition 2030'.
It is reported that by 2030, more than 50% of Infiniti's global sales will be electrified models, of which in China, the world's largest electric vehicle market, Infiniti will be electrified in the future.
"We are full of confidence in Infiniti's development in China, and Infiniti wants to be more competitive in China and must be recognized by more users. We have an R&D center in China and many other partners, and they provide strong support that will help Infiniti develop better products in the future." In this regard, I believe that we have the ability to impress more users. Jose Roman, senior vice president of global sales at Nissan Motor Company and president of Infiniti Motors, said in an interview.
While Infiniti has such confidence, it has new thinking about the future development of the Chinese market. Among them, Infiniti global brand officer Xin Yu mentioned four points.
First, product competitiveness. The Chinese market is an important market for Infiniti in the world, and we will always launch products and services from the perspective of users and continuously strengthen the competitiveness of products in the Chinese market.
Second, the enhancement of sales channels and the entire dealer system. In the process of continuing to help dealers improve their operation quality and profitability, Infiniti will comprehensively improve the customer service capabilities of the entire channel, "Last year, through the continuous empowerment of the brand to dealer partners, many dealers achieved good profits, which is really rare in the current market environment. Xin Yu said.
Third, enhance marketing capabilities, better reach users by deepening digital marketing, cross-border cooperation, etc., and enhance users' perception of brand value.
Fourth, customer experience, in addition to excellent products, should also enhance users' memory points and bring a new experience from the five senses such as sound, fragrance, vision, product design and modeling.
In the Chinese market, what Infiniti wants to do is not only to provide users with an emotionless means of transportation, but to be a partner who can not only go to poetry and distant friends, but also enjoy firewood, rice, oil and salt. Resonating with the user's spirit is what sets Infiniti apart from other luxury brands.
Today, it has applied digitalization to its user experience services. On April 9, Infiniti signed a contract with Alipay, and the two sides will carry out digital ecological cooperation based on brand zones, data capabilities, in-depth test drives, rent-to-purchase, and user co-operation.
It is worth noting that since April 26, the Infiniti booth at the Beijing Auto Show has exhibited four cars: Vision Qe, QX Monograph, 24 QX60 and 24 QX50, presenting Infiniti with its unique and extraordinary style to Chinese consumers.
I don't know when some car brands began to pursue that illusory sales figure, even at all costs, only Infiniti, no matter how far it goes, always with the user, no matter the peaks and valleys, inspires users to explore the inner world.