Growth rate exceeds 50% Infiniti's long-term goal

In the face of the Chinese luxury car market monopolized by German brands, how to seek breakthroughs in a shorter period of time to ensure and expand the living space is a top priority for all other luxury car companies. It is also Dailey who has more than ten years of work experience at BMW. From the time of May 1st last year when he served as General Manager of Infiniti China, he was thinking continuously.

One year later, after several drastic changes and innovations, Dai Lei eyes more confidence in the media. Last year, Infiniti’s sales in the Chinese market increased by 54%. In the first quarter of this year, sales increased by 153%. According to Dai Lei, “Infineni’s long-term growth target is more than 50%.”

The overall scale of the three major Japanese high-end brands, including Infiniti, is not large at present, but it is precisely because of this that they can be more flexible in operations and decision-making. Last year Infiniti determined to be the "most emotional luxury car brand" and to lock in the "young mindset of high-end consumers" as the main audience. Dai Lei introduced: "The plan to build Infiniti as the most emotional luxury car brand, and the mainstream of luxury cars in the current feature of a sharp contrast."

Regarding their own disadvantages, Dai Lei admitted that the biggest problem that Infiniti faces in China today is insufficient visibility and a clear positioning. Therefore, the main task is to raise awareness first. However, in the face of future development, Dai Lei still showed full confidence. He believes that in the future, many second-hand consumers in China will not choose the same brand as the first one. “They still want to experience new brands and new products. The models, this is an opportunity for Infiniti. "

This year, Infiniti put forward the brand idea of ​​“Dare and Love”. At the same time, relevant promotion activities in China are also gradually being carried out. For example, the “Tourism of the tongue” and the second season of “Where is My Dad?” will be launched. Show program "Xiao said" and so on. Dai Lei said that in the continuous launch of new models to increase product experience, while participating in these activities with high brand affinity, will effectively promote Infiniti's popularity. "It is a brand new start. I believe that after ten years, Infiniti can be truly built into a globally successful brand," said Dai Lei.