Infiniti unveils new models to build solid presence in premium segment

Automaker reaches out to young premium buyers seeking vehicles as versatile as their lifestyles, Li Fusheng reports.

Premium auto brand Infiniti is to launch its QX30 model at the Guangzhou auto show that kicks of today, further enriching its portfolio and enhancing its competitiveness in the world's largest auto market.

Lu Yi, president of Dongfeng Infiniti Motor Co Ltd, said:"As an imported model, the QX30 is stunning in terms of design, performance and technology. The model will appeal to a new generation of young premium buyers seeking a vehicle as versatile as their lifestyles."

"With our first ever compact SUV, Infiniti will march into the segment with the most potential to further invigorate our brand."

The model, available in five configuration options, is another heavyweight product demonstrating Infiniti's design philosophy of"Power and Artistry". The QX30 boasts a powerful and elegant design that makes a bold visual statement as part of Infiniti's premium model lineup.

The car's highly sculpted exterior, unique SUV stance and asymmetric cabin layout exemplify the automaker's design-led approach to product development.

The lines of the model flow up the double-wave aluminum hood, over the fenders, across the body-line and into the strong shoulders of the car.

The overall effect looks stretched over bone and muscle, rather than the straight "mechanical" lines seen on rival models.

Infiniti's signature C-pillar design forges a dynamic crescent shape that emphasizes motion, even when stationary. QX30 models sport either a 1.6T or 2.0T engine and they all feature a seven-speed, dual-clutch transmission system.

The elevated dimensions ensure a confident and relaxing drive, while the tall overall height helps improve forward visibility.

Other available technology includes the advanced Around View Monitor with Moving Object Detection.

Along with the QX30's launch, the all-new Q60 is also making its Chinese premiere today. It will be introduced to the market in early 2017.

Infiniti has faced many challenges in 2016, with stif competition during the first half of the year. However, it quickly turned the situation around.

"Now we place emphasis on quality growth and have taken a series of measures to achieve it. In the coming three to five years, we will make Infiniti a solid presence in the premium segment in China by focusing our eforts on our brand, products and our dealer network," said Lu.

Infiniti has been launching new models this year to better meet the demands of premium customers in the Chinese market.

The MY16 Q50L has helped the brand seize a larger market share, while the new QX80 and QX60 models have won rapid recognition in the market.

In addition to the speeded up product ofensive, Infiniti has also launched a charm ofensive by exploring how to ofer customers unique, memorable experiences.

"We will further enhance our innovative experiential marketing and let customers fully enjoy Infiniti's way to Empower the Drive," said Lei Xin, executive vice-president of Infiniti.

According to the company, the new brand tag-line Empower the Drive represents a human-centric approach that reflects its desire to enhance the potential of the brand's car owners.

Earlier this year, Infiniti started an original reality show, Race the World, initiating an industry-first dual-branding campaign, which helped consumers better understand both the brand and the product.

In October, the automaker demonstrated its seven-seat SUV QX60 at the Simple Life Festival 2016 in Shanghai, and launched a marketing campaign that enabled potential car buyers to experience music and sports, and test drive Infiniti models.

On Nov 19, Infiniti will showcase the all-new QX30 as the sponsor of 2016 Air+Style Beijing, a snowboarding contest.

To allow more people to gain a better understanding of Infiniti, a brand-new Infiniti Brand Experience Center will be unveiled in Sanlitun, a stylish landmark in Beijing, along with a spectacular avant-garde crossover fashion show.

The center is the first of its kind in China, showcasing Infiniti's design aesthetics, innovative technologies and premium lifestyle. It will also serve as a platform for customers to enjoy a firsthand experience of Infiniti's unique brand charisma, as well as its product and service innovations.

Dealing with dealers

Cooperation with dealers for win-win results is another focus for Infiniti.

Lei said: "Infiniti and dealers share the same interests. Our brand can improve only when our dealers improve their profitability and customers are more satisfied."

The automaker said it has been closely monitoring the latest market developments so it can timely adjust its business policies regarding dealers to improve their profitability.

This year, the company came up with a series of measures to ease car dealers' financial pressures, including extending the length of interest-free loans provided.

Infiniti's service is another dimension of its human-centric approach, winning more recognition from its customers.

The 2016 J.D. Power survey shows that Infiniti ranks third in terms of after-sales satisfaction in China. It has been a top three player in the premium market for three years in a row.

Contact the writer at lifusheng@chinadaily.com.cn

(China Daily 11/18/2016 page12)