Infiniti has differentiated itself in the U. S. luxury market. In the U. S. , focusing on functionality and design. But now, the Nissan-owned luxury logo focuses on superior comfort as the competition does, and Infiniti’s latest marketing crusade underscores its new approach.
“Infinitely You” is a series of similar TV and social media ads that “celebrate the magical moments of life taking place inside your vehicle by highlighting the area where consumers want to savor a moment of pride, have a verbal exchange they intended to have, or simply disconnect from it all and breathe deeply,” said the logo in a press release.
In other words, Infiniti “tries to explain the logo so that other people perceive who we are, the human aspect,” Shelley Pratt, director of marketing and media communications at Infiniti, told me. “We’ve been a logo about hospitality, and we’re going to bring that logo to life for consumers. “
Once Infiniti attracted buyers to its premium SUVs, such as the new 2023 QX60, Pratt said, “It fits the brand’s belief. We’re a luxury brand, so we’re looking to emotionally bring that to life. She called it the idea of “thoughtful hospitality,” which is an original way of describing the relaxing, welcoming vibes luxury brands want other people to feel when they’re inside a car.
So, in a new crusade ad, a woman waits on her QX60 as she prepares for what may be just a very stressful functionality or other appearance. views that add to its overall appeal as a position where you can “just be you. “
In another, 3 groomsmen get into a QX60 with the groom. “Do you have the rings?” He asks. He is nervous. Most likely, the vehicle will be a calming influence. The ad makes sure to show how 4 full-fledged adult men can comfortably have compatibility in the first two rows of the 3-row QX60.
“When we design our vehicles, we put the visitor first,” Pratt said. “The massage seats of the QX60, for example. If someone is having a stressful day, we have this feature for them.
Infiniti claims that “the interior of the vehicle is where you spend the most time with it,” he said. “Your brain change happens in the car. These are our moments. “
Pratt stated that, in the past, Infiniti “best known for its performance, with our Q50 and G sedans,” and for its remarkable styling, such as with its FX crossover. “But luxury has been damaged. This is all we need to take a look at even more. It’s a wonderful opportunity for us. “
This procedure is obviously an adventure for Infiniti, not a stopover, so to speak. For example, the logo has had experiential occasions like at the New York Film Festival and some high-end malls “for other people to get into our vehicles,” Pratt said. “Then they would tell us verbally that [the interiors] had replaced their belief in the logo and their willingness to buy the logo. “
And, he said, “performance can be explained differently, only from 0 to 60 times, but also in terms of ‘how much you can tow. ‘
Regardless, Pratt explained, with pandemic-induced microchip shortages churning origin chains and classic marketing needs, year-end “holiday sales” occasions probably won’t return anytime soon in the fourth quarter. Infiniti dealers’ inventory of QX60 and other models took a step forward. more than 3 months ago, but “it’s still a factor for us,” Pratt said. So, “now is the best time for us to take a step back as marketers. “
And in doing so, Infiniti is “looking for a future-proof brand” and replacing perceptions now. How can we build something believable now to set up a smart fortune for the future?Now is the time to do it, with the evolution of supply and demand. As marketers, you need to check your luck. And now is a good time to do it, because we’re all more open to doing things differently.