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Recently, there are media reports, according to Dongfeng Nissan insiders revealed that the Infiniti brand may stop domestic, Dongfeng Nissan will no longer produce Infiniti brand models. Follow-up Infiniti may be taken over by Nissan China and become a pure imported brand again. At the same time, it was also revealed that Wang Baojun, the former Chinese head of Dongfeng Nissan Infiniti brand, has become the chief minister of Dongfeng Nissan Qichen Enterprise headquarters. Other relevant employees of Dongfeng Nissan Infiniti are considering changing jobs internally or leaving their jobs.

In addition, a Weibo certified auto blogger also posted that a car friend from Dongfeng Nissan Infiniti told him that he was actively trying to find external employment opportunities. The combination of these messages has also triggered a large number of netizens' discussion. Some netizens commented: the cold winter of Japanese cars is coming. Some netizens also commented that the domestic car market is now too heavy. In response to this news, some media contacted the Infiniti brand staff, who refuted the rumors of the above news, and said that the news had a serious negative impact on the Infiniti brand, and the brand would retain the right to pursue legal liability.

Of course, the reason why the Infiniti brand has been reported has something to do with its poor sales in China in recent years. The data show that Infiniti, a luxury brand under Nissan, entered the Chinese market in 2006, and the introduction of pure imported models such as FX37, QX56 and G37 has brought certain user accumulation to Infiniti. In 2010, Infiniti set up a business headquarters in China in order to maintain sales growth in the Chinese luxury car market. Infiniti moved its global headquarters to Hong Kong in 2012, announcing that China has become Infiniti's second largest market in the world after North America. In 2013, Infiniti sponsored the popular variety show "where is Dad going?" to become the designated car of the show, and the brand awareness was greatly exposed.

In August 2014, Dongfeng Infiniti Automobile Co., Ltd. officially, Infiniti achieved domestic, launched domestic models such as Q50L, QX50, QX60 and so on. Infiniti's sales have increased by leaps and bounds since it was made in China, reaching 35035 vehicles in 2019.

However, as the products are not iterated and the competition for luxury brand models is fierce, Infiniti's domestic sales have also begun to decline. Infiniti's domestic sales fell to 25695 in 2020, and halved to less than 8697 in 2021. After entering 2023, Infiniti's domestic sales did not improve at all, falling to 5060 vehicles, down 20.83% from the same period last year. Infiniti was reported last year after sales plummeted, and more than half of its dealers closed their doors. Statistics show that Infiniti had 131 stores and 122 after-sales in China in 2018, but as of the beginning of this year, there were only 58 Infiniti stores left across the country. At that time, Infiniti responded to the news: it is very different from the facts, individual dealers withdraw from the net is a natural phenomenon of the market.

Although Infiniti has always stressed that it is determined not to withdraw from the Chinese market, according to the current sales of Infiniti in China, how to improve sales in order to ensure that it will not be eliminated in the Chinese market.

In fact, Infiniti's decline in sales in the domestic market is also the current dilemma faced by most joint venture brands. With the rapid development of new energy vehicles, the share of many luxury joint venture brands in the domestic market has also been reduced. Infiniti had previously realized the need to speed up the electrification transition, but it was slow to do anything and lost the best time, since the market has been developing all the time. In the follow-up, if Infiniti can not keep up with the changes of China's new energy vehicle market and adapt to the times, it may also face the fate of elimination.

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