AutoBeta(AutoBeta.net)02/27 Report--

On February 25, Infiniti posted a micro blog saying,"From now on to June 30, 200,000 disease guards +100,000 comprehensive accident insurance will be given to car buyers in Hubei Province, and 100 yuan will be donated for epidemic special consolation for every car sold by dealers nationwide."

It's a good thing to contribute to China's epidemic, but Infiniti's policy has been criticized by many netizens.

However, for Infiniti's proposal that "every dealer sold a car nationwide donated 100 yuan for special condolences to the epidemic situation," netizens said "this is the real anti-epidemic","this policy, it is better not to go out","less money donated, the most important thing is to take the epidemic situation to do propaganda, let people hate".

Let's calculate an account. According to the sales data, the sales volume of Infiniti in January 2020 is 3103 vehicles. If the sales volume in January is calculated as the base, Infiniti can donate 310,000 yuan per month. From February 25 to June 30, there are 4 months in total, so Infiniti can donate 1.24 million yuan according to this policy.

In addition, Infiniti's total sales volume in 2019 is 35035 vehicles, with an average monthly sales volume of 2920 vehicles. It can donate 292,000 yuan per month and 1.17 million yuan in 4 months. How to calculate it, the final donation should not exceed 1.5 million yuan.

In addition, due to the impact of the epidemic situation in the current Chinese market, sales of many domestic automobile enterprises have fallen sharply. It is predicted that in the first half of this year, China's automobile sales will continue to decline, that is to say, in fact, Infiniti sold 124,000 vehicles in 4 months or conservatively estimated.

Many netizens believe that Infiniti's policy released this time is enough to see that it does not pay attention to the Chinese market. On the other hand, Infiniti's sales volume has not been ideal after entering the Chinese market. Only two models have been put into production in the domestic market for many years, and the whole luxury brand is not liked by consumers in China because of product quality and service reasons.

Infiniti entered the Chinese market in 2006, and only two models, Infiniti QX50 and Q50L, have been developed in the six years since Chinese production began in 2014.

In 2014, Infiniti and Dongfeng Motor established Dongfeng Infiniti Automobile Company and announced that Infiniti was made in China. In the same year, Infiniti sales reached 30,000 units, achieving a 76% increase; in 2015, Infiniti sales exceeded 40,000 units, an increase of 33.8% year-on-year.

However, since 2016, Infiniti's growth in China has continued to slow. In 2016, Infiniti sold 41,600 vehicles in China, up 3.4% year-on-year, and sales growth dropped significantly. In 2017, Infiniti sold 48,400 vehicles for the whole year, up 16.4% year-on-year; against the background of the first decline in the domestic market in 2018, Infiniti sold 44,400 vehicles in China, down 9% year-on-year.

The slow iteration of product updates has led to Infiniti's failure to exceed 50,000 sales in China.

Infiniti said it will launch five models over the next three years, the first of which is the QX55 model and the second is the upcoming QX60 crossover. In the middle of the next three years, Infiniti will also launch three electric vehicles, including a crossover and two sedans.

In fact, the current Infiniti is indeed difficult. It is understood that Infiniti will move its headquarters from Hong Kong to Yokohama, Japan in the middle of this year. Officials say it is to better integrate and coordinate Nissan's global design, research and development and manufacturing functions and prepare for the electric transition. On the other hand, isn't the move just to cover up the frustrations of recent years in China?

Infiniti is a luxury brand owned by Nissan. Although it is a luxury brand, its position in consumers 'minds is constantly "depreciating", and Nissan, as the parent company, can't help much. The current situation of Nissan is also very serious.

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