Infiniti Sales in China Increase 54%, Challenges 3 Germany Automobile Companies

“Horse Year is coming. Wish everybody here Ma Shang You Qian (means get rich right now), Ma Shang Hao Yun (good luck right now), Ma Shang Kuai Le (rejoice life right now)!” When Dailey said the above greeting in Chinese to media, everybody at the meeting feel that Infiniti tries to narrow the distance with Chinese customers.

1 Nov, Infiniti publishes its sales performance of 2013 in China. It sells 17,108 cars in China, which has increased 54% over the performance of last year. It makes China as the second large market for Infiniti globally.

As for Infiniti, 2013 is a variety year. Dailey, former senior vice president of marketing of BMW, takes general manager position of Infinite China business unit. With the leading of him, Infiniti starts new name with Q and X ahead. Besides, it adjusts dealer network and marketing strategy. With Dailey team hard working, Infiniti gets out of low ebb and welcomes its new development.

“I was asked often about how I feel to join Infiniti? I think it is a fulfillment, challenge, passion and full of dream year.”Dailey so expressed.

As a later comer of luxury brand, Infiniti knows how difficult to shake the luxury market situation. Therefore, it finds its own survive way. It turns to the most sensibility luxury brand, which focus on emotion experience marketing. In 2013, Infiniti emotion experience marketing has its success. The most successful marketing is about sponsorship. The TV program has a super high audience’s rate and network view. Infiniti brand is well known by the program.

“sponsorship bring 6 marketing awards for Infiniti. JX series obtain 4 imported car awards as well.” LIU Xu, director of Infiniti China marketing and PR so expressed.

At the beginning of this year, Infiniti announces to sponsor talk show program . As a famous music producer, GAO Xiaosong builds his network talk show. owns wide high education background and high economy ability audiences. Infiniti will explore its new marketing method by the cooperation.

Besides, on Nov 1, Infiniti publishes its “Dare. Love” marketing concept, which push emotion experience marketing into a new phrase. “Resonance we want to broadcast by the activity is so many. It on earth that into “Dare” and “Love”. Dare to do, love in heart.” Liu Xu so explains.