The General Manager of Infiniti Plans to Reposition His Brand on the Background of 10 thousand Sales in China of first 3 Quarters

According to latest data of Infiniti, the sales in China has reached 10880 from Jan. to Sep. The data from May to Sep. is 7375 and year-on-year growth is 57%. This is obviously good news to Daniel, the general manager of Infiniti, taking his position for half year. Recently, Daniel said, the priority of Infiniti is still brand building. At present, the share of Infiniti in luxury car market is only 1%. The target of Infiniti is to be 4th brand in Chines luxury car market and joins main-stream of global luxury cars. It seems a long road for Infiniti facing 70% share of 3 big from Germany (BMW, Benz & Audi). According to the data, Cadillac, Volvo & JLR has all exceeded Infiniti in sales, year-on-year growth and localization. Facing this difficult situation, Daniel said, the only way to survive this is to improve brand influence, “The brand of Infiniti is weak for now so we need to build up a strong brand.” He also said it needs patience to reposition brand, “To translate English of global brand to Chinese is too simple and not accurate for the market. We need to find some easy ways for Chinese customers to understand.” It is said Infiniti’s new brand position will appear at the end of year and target its customers to “High-level customers with young mentality”.