On April 25th, the Beijing Auto Show officially opened. Infiniti, located in the W3 pavilion, brought its concept car – Infiniti Vision Qe, marking its transition to electric. This is the car’s debut at the Beijing Auto Show, representing Infiniti’s determination and vision for future electrification. After the press conference, Infiniti held a small-scale core media interview, with Sina Auto in attendance. The interview focused on Infiniti’s future plans for new energy vehicles and development. Infiniti’s Global Chief Brand Officer, Xin Yu, Global President Jose Roman, and Global Design Director, Yasusuke Nakamura, answered questions.
During a roundtable interview, Infiniti stated that China is a market that cannot be ignored in the global promotion of new energy vehicles. Infiniti will prioritize China as a strategic market and is actively preparing and planning, with full support from shareholders. According to current market plans, Infiniti will enhance its product competitiveness, strengthen dealer system capabilities, improve marketing capabilities, and optimize customer experience in China. In the future, Infiniti will also focus on the Chinese market to bring more new models to Chinese users.
At this car show, Infiniti showcased the new concept car Vision Qe, which has a futuristic and technological design. It makes us wonder what Infiniti’s future electric cars will look like. What will be Infiniti’s brand positioning in the era of electrification? And what will be the market strategy for future development? It is clear that Infiniti’s global brand refresh in June 2023 has signaled big moves to come. In 2024, Infiniti will continue to enhance its brand image and user experience, while actively releasing new products that cater to the preferences of consumers in the era.
Everyone knows that the domestic new energy vehicle market has been developing vigorously in recent years. Domestic brands have also shined in the field of new energy, making many foreign brands have to pay attention. Infiniti, as an international car brand, wants to establish and develop in China. It is necessary to maintain an open mindset and a pragmatic attitude, communicate well with domestic friendly competitors, learn from each other, bring in more advanced technology and concepts, integrate into the Chinese market, and seek common prosperity. In addition, for other brands that have already started to make efforts in China, Infiniti does not think it is too late to start talking about electrification now. In this interview, I can feel that Infiniti is full of confidence in its future and future development in China. Jose Roman also stated that they will establish a research and development center in China in the future, and cooperate with more partners to develop better products.
In this interview, we also asked Infiniti what measures they plan to take in the future to quickly regain acceptance in China. Infiniti’s global chief brand officer, Xin Yu, answered this question. Infiniti will always prioritize China as a strategic market and is actively preparing plans to enhance its business in China from product, sales, marketing, and customer care perspectives. First, they need to improve their product strength. Infiniti has classic models like the Q35, Q45, and FX which are still memorable today. However, in the era of electrification, they need to be prepared. The debut of the Vision Qe concept car signals Infiniti’s focus on electric products. Without good products, everything is just talk. Secondly, they need to work on improving their sales channels through dealerships to enhance customer service capabilities. By empowering dealership partners, many dealers have achieved good profits. Next, they need to spread brand values and strengthen digital marketing to reach a wider audience. By collaborating across different sectors, they can increase brand recognition and value perception among users in China. Lastly, they need to make consumers remember and be willing to learn more about Infiniti through unique designs, distinctive scents, memorable sounds, or significant events. In short, they need to penetrate the brand to users from all angles to bring a new experience.
Summary: Through this interview, we roughly understand Infiniti’s future development strategy and deployment. Whether it’s launching new products or improving the experience for dealers and customers, it’s clear that this international car brand is determined to transition to electrification by 2024 or in the future. I sincerely hope and look forward to Infiniti bringing new products and services to Chinese users.