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Nissan's decision to sway in the production, research and development, finance, headquarters for Nissan Infiniti produce a lot of constraints, as well as high-level Infiniti instability, just a few years time, Infiniti, Andy Palmer from global CEO replacement for John Denis Chen then the change of Roland Kruger.

Newspaper reporter Wang Xin in Beijing

Once "Where is the father," the hit, with the fire of the youngest luxury car brand - Infiniti, and this has been done, "most sensual" dare to love the brand, and the recall affected by personnel changes and other factors, in April this year stop the triumph of growth.

Publicly available data, the first four months of this year, total sales of Infiniti cars 11,310, down 2.9%, an increase compared to the first four months of 2015 the growth rate dropped by 34.9 percentage points. Continuation of the trend of decline in May this year, Infiniti vehicles were sold in China 3600, down 9%.

The first five months, Infiniti sales in China to 15,000, down 5%. At that rate, Infiniti had established 50,000 year-end sales target is difficult to achieve.

News from the dealer level show that from the end of April, some Infiniti dealers are no longer on Q50L, QX50 were to mention cars, while auto stocks also entered a sealed state, so-called "zombie" dealer minority.

In the case of the Chinese automobile market slowdown, Ashkenazi three, Audi, BMW, Mercedes-Benz price war obviously runs the second-tier luxury brand market space, and the rapid growth of the Mercedes-Benz and Lexus also makes other luxury car brands eclipsed.

Between the long-term brand investment and short-term sales growth tangled luxury car brand a few, and the lack of product strength, frequent personnel changes, recall and other unfavorable factors factors, Infiniti suddenly walked down the rapid growth of the fast lane of reality, it has become a second-tier luxury brand in the typical case.

Nissan's swing

Looking back three years ago, Infiniti was an unknown niche brand. Infiniti Global CEO when he was John de Benny Chen had announced that "more needs to Infiniti brand promotion plan, so that more and more Chinese consumers to know who we are, staring blindly sales targets and market share, it is wrong priorities. "

In order to increase brand awareness and market acceptance, in May 2013, worked for BMW, Infiniti invited senior vice president of marketing for Infiniti Daley as head of China, Daley soon brought his BMW team.

They then led Infiniti China "dare to love" brand concept was born and floor, the Infiniti brand million festival, sponsored "Where is the father," a series of marketing events for the Infiniti brand awareness significantly enhance FIG. However, with Infiniti, "Daley era" a complete end, at the moment, in front of the east Infiniti core of the problem is the lack of product strength.

In fact, John de Benny Chen is very strongly want to fight the Infiniti luxury car brand independently, in his previous plan, Infiniti should have a high-end flagship model, have to take the amount of intermediate-level luxury car car and so on. "But his plan was not endorsed by Nissan headquarters." A person familiar with Infiniti insiders told the 21st Century Business Herald reporter.

For example, John had a "supercar Infiniti Q90" planning, this product is based on the Nissan GTR platform designed to Q80 concept car design. However, the huge R & D investment has not been supported by the headquarters of Nissan, Infiniti, after John left, "Q90 supercar plan" immediately ran aground.

Infiniti missing in R & D and product strength, in fact, exposed the Nissan Infiniti swing, in a word, to Ghosn led Nissan core management did not come up with enough determination and courage, like the Volkswagen Group to build Like Audi, Infiniti build, which means Nissan needs sustained investment and decentralization.

Nissan's decision to sway in the production, research and development, finance, headquarters for Nissan Infiniti brought a lot of constraints and unstable high-level Infiniti, just a few years time, the Infiniti global CEO Andy Palmer to replace John from Germany Nee Chen, then the change of Roland Kruger.

With John de Benny Chen different, Infiniti now head of Roland more "orders" in the Nissan headquarters. Infiniti headquarters frequent high-level changes, so a lot of new product plans delayed, which directly resulted in 2017--2019 years, the gap of the new Infiniti products, and the true sense of the new generation product until after 2020.

Chinese market embarrassment "Despite the 2014 Infiniti has two models Q50L and QX50 achieved domestically, but in fact, this domestic pace remains slow, in addition to the Infiniti and the sounds of nature and Loulan common production line, it does not itself improve the production line, nor enough time to build infrastructure projects, which also led to the current situation appears Infiniti. "the industry source told 21st century Business Herald reporter said that Infiniti is difficult to pick up the next three years, no product would be no sustained growth momentum.

"QX50 product is not strong, prices are high. After months of agonizing, Dongfeng Infiniti dealer to 15,000 yuan subsidy, it appears sales growth." An Infiniti dealer told 21st Century Business Herald reporter.

It is noteworthy that this year, Infiniti only a new model --QX30 market, due to the QX30 is used Mercedes-Benz technology, the need to address technical issues such as matching, which also led to the time of its listing postponed again and again, I understand that this may be the time to market It will be postponed to November.

"QX30 launch both for Infiniti or for our dealers, means very favorable opportunity. On the one hand, it expands our product portfolio, on the other hand, it will enhance our brand for the entire network , the dealers are able to get more opportunities to attract more customers. "Although, the Infiniti global president Roland Krueger May this year, the face of Chinese media, on the QX30 full of expectations, but the car can actually Dongfeng Infiniti to bring improvement is still unknown.

The key is the most, QX30 benchmarking Benz GLA, but because of the GLA has been made in China for two years, consumers received a Mercedes-Benz domestic car quality and product strength, and now in terms of the QX30, reasonable pricing is critical, but lower than the GLA pricing let Dongfeng Infiniti turn into unprofitable embarrassment.

Clearly, the problem is technology controlled by others Infiniti must face. On the one hand Infiniti need to increase research and development, to develop their own technology platform, but it takes a long time and huge investment; on the other hand, Infiniti's technology is not open, even internal staff do not know what will be the next generation QX70 chassis technology.

In fact, Infiniti QX60, QX80 Nissan models are on the transformation from, Q50 and QX50 are collinear with the Teana production. It is reported that the new Q70L likely to adopt new technologies, while Infiniti next new technology platforms may also need to wait until after 2020. While China is concerned, in 2020, Infiniti can impulse new product is the next generation QX50.

Under the weight of "Nissan Power 88" medium-term development plan is Nissan CEO Carlos Ghosn in 2011 established five years ago, the program across the 2011-2016 fiscal year, the specific objectives, the end of fiscal year 2016 (2017 March 31), Nissan will work to achieve an 8% global market share and achieve sustainable operating margin of 8%, while Nissan and Infiniti US market share reached 10%.

As for China, in May 2012 when the new Infiniti headquarters in Hong Kong landing, Ghosn has said publicly that, "Infiniti will need to upgrade to the original three times the market share in China. We are working to invest in order to achieve a 10% market share."

Today, the plan from the ending even worse less than a year, China is now the second largest market for Infiniti, Nissan and Dongfeng currently Infiniti great pressure.

This led directly to start from the beginning of 2015, under the Infiniti global headquarters and its Chinese partner Dongfeng group pressure, Dongfeng Infiniti brand-oriented in order to shift from sales-oriented.

"In accordance with the idea of ​​Infiniti headquarters, previously mainly rely on the new drive, but now Infiniti to be changed, such as Infiniti do a lot of brand awareness, but the product and technology evangelist is not in place, in addition to sales and distributors of cooperation, as well as the refinement of the improve product tactics, you can make up for lack of products. "said auto executives told 21st century Business Herald reporter.

Obviously, this idea did not realize that the core of the problem Infiniti, tactical marketing measures Infiniti can solve immediate problems?

In the second-tier luxury brand Cadillac, for example, its strong product in the Infiniti, but both marketing tactics are not the same, Infiniti mainly rely on to do the brand and product localization, while Cadillac is mainly to promote their single products and technologies, but prior to April this year, significantly higher than the growth rate Infiniti Cadillac.

Two cases illustrate the contrast, a luxury brand products and technology alone do not work, be sure to catch the brand and the product together.

"A company is not relying on KPI to survive, but by a very clear vision and strategy. When a company does not have a clear vision and strategy, but what tactics must not go long." Familiar Infiniti insiders told the 21st Century Business reported reporters.

In the second-tier luxury brand market, strong growth in the current Lexus, the same as the Japanese luxury brand Infiniti affected more obvious. Compared with ABB, second-tier luxury brand's foundation is clearly insufficient, once quiet, had to pay in brand marketing is likely to be cleared, the moment of Infiniti stabilize the market at the same time, we need to clear the status quo, drawing on previous Lexus dormant, in ensuring the brand power is not declining situation, waiting for a chance to comeback.