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In the face of increasing competition in the global auto market, it seems that it is not easy for car companies to achieve sales growth, whether as high-end brands or more popular brands. In the face of this environment, Infiniti, which is currently a high-end brand, hopes to achieve sales promotion plans through the strategy of "own identity".

According to Ashwani Gupta, chief operating officer of Infiniti, said in an interview with overseas media that in the face of the current decline in sales in the Infiniti market, Infiniti will launch a new brand strategy or call it 'Nissan plus', which means that Infiniti will be repositioned from a true luxury brand to' Nissan plus', which is more flat positioning.

According to Infiniti, the new strategy is mainly reflected in the fact that Infiniti will use more Nissan's existing platforms and technologies to launch new Teana and new Sima's "shell replacement" products on the same platform, which will undoubtedly allow Infiniti's costs to be controlled and the cycle shortened. At the same time, for this part of the new model is also equipped with Nissan e-Power hybrid system, which will also give the model more powerful power, so that consumers can distinguish it.

It is worth noting that if more Infiniti models will be built with Nissan's same brand, it also indicates that some of Infiniti's rear-drive models will be replaced, such as the current Infiniti Q50L model with front-end rear-drive platform. According to the plan, the new platform model will be unveiled as early as 2023.

For Infiniti's new strategy, its plan will focus on China, Japan and the US market, and its future global models will also be prioritized in these markets. Although Infiniti has always relied on Nissan platforms, such as the QX60 model, which was built by Nissan Pathfinder, Infiniti has taken Lexus brand as a competitor to high-end brands since its launch in 1989, but with the rapid growth of Lexus brand in recent years, the gap between the two is becoming more and more obvious, and Infiniti has to re-examine itself.

Although Infiniti still has some competitiveness with some high-end brands in the U.S., where it has the largest market, its performance in the current U.S. market has also declined significantly. Data show that Infiniti's demand in the United States in 2019 has dropped from 149,280 vehicles in 2018 to 117,708 vehicles, down 21.1% year-on-year. Sales of almost all models have declined, and this has caused Infiniti to show signs of sales decline globally for four consecutive years.

Originally in order to get Infiniti out of the crisis, former Nissan CEO Ghosn hoped to go deep into the Chinese market and expand the localization effect of its brand to help its sales increase. However, since the establishment of Dongfeng Infiniti, the brand has been at the end of the domestic second-tier luxury brand market. Although the total sales volume in 2019 was 35035 vehicles, with a year-on-year growth of 21.36%, its number is still small, and its global market performance cannot be played. Decisive role.

In any case, Infiniti, which already has a certain brand recognition in the North American market, may be popular with local consumers by adopting Nissan platform to achieve more cost-effective products. However, in the Chinese market, if Infiniti is decentralized to Nissan's high-end models rather than high-end brand positioning, Infiniti's brand influence may be affected to some extent, thus making some of the most high-end consumers abandon it.

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