Infiniti becomes the first manufacturer to offer consumer ratings and reviews

Article by Christian Andrei, on February 8, 2011

Knowing that recommendations and online research play a vital role in the vehicle-purchase decision process, Infiniti has now enabled its Web site to provide consumer-generated reviews and ratings for its products. Available at www.InfinitiUSA.com are around 900 reviews on seven different vehicles from Infiniti owners, with reviews regularly added by premium brand.

In fact, as soon as early 2011, vehicle owners will be allowed to submit reviews directly from the Web site. Aside from offering consumer-generated content on its Web site, Infiniti has been very active in several social media channels as it tries to establish and keep a link with owners while connecting them with each other.

For instance, members of Infiniti’s Facebook page have in recent months took part in exclusive launch driving programs for the 2011 Infiniti M and 2011 Infiniti QX. Ben Poore, vice president at Infiniti Business Unit, remarked that the Infiniti ownership experience does not only cover the driving experience of Infiniti owners, but it also touches on their lifestyle, which includes peer-to-peer and social media channels.

He added that Infiniti’s total ownership experience also includes providing the forum to share their experience with others who are researching and mulling an Infiniti vehicle. He added that current Infiniti owners are the brand’s best advocates.

Infiniti has tapped Bazaarvoice to add owner-generated content to its Web site. Brett Hurt, founder and chief executive of Bazaarvoice, remarked that Infiniti's launch of Ratings & Reviews represents a first for auto sector and a key milestone for his company.

He added that Bazaarvoice has proudly teamed up with Infiniti in providing drivers a voice on the Infiniti site while offering the needed information to make potential buyers decide to purchase.

Hutt noted that when reviewers associate the brand to words such as "love," "quality," "power," "performance," and "fun to drive," it inspires confidence in shoppers while urging them to spend more time with the Infiniti, thereafter they request a brochure, visit a dealer, and become loyal Infiniti owners.

Ratings & Reviews commenced this spring, with expansion planned for the next few months as more reviews are posted to the Web site and more Infiniti owners provide reviews. These reviews do not only allow people to talk about their Infiniti vehicles. They also provide the brand with valuable information and insight.

Poore remarked that Infiniti values how it gets feedback from customers. He added that a team from Infiniti will be reviewing the content for insights and opportunities as that brand strives to further refine and improve both its products and its ownership experience.

Press Release

Infiniti is First Automotive Manufacturer to Offer Consumer Ratings and Reviews

Recognizing both the power of recommendation and the well-established role of online research in the decision to purchase a new vehicle, Infiniti has become the first automotive company to provide consumer-generated reviews and ratings for its products on the brand's website.

Visitors to www.InfinitiUSA.com can read reviews from Infiniti owners. 900 reviews on seven different vehicles are currently available, and reviews will be continuously added as the brand solicits them through ongoing communication with its owners. In early 2011, Infiniti will allow owners to submit reviews directly from www.InfinitiUSA.com.

"The Infiniti ownership experience extends well beyond the driving experience of our owners and into their lifestyle, which includes peer-to-peer and social media channels," said Ben Poore, vice president, Infiniti Business Unit. "Providing the forum for Infiniti owners to share their experience with others who are researching and considering an Infiniti is a natural extension for us of the total ownership experience. And, we know our current owners are our best advocates."

In addition to providing consumer-generated content on its website, the Infiniti brand is active in many social media channels because Infiniti desires to connect with owners and allow them to connect with each other. For example, in recent months Infiniti Facebook members have participated in exclusive new vehicle launch driving programs for the 2011 Infiniti M and 2011 Infiniti QX.

Infiniti's partner in adding the owner-generated content to its website is Bazaarvoice.

"Bazaarvoice was founded five years ago with the vision of bringing the voice of the customer into the center of the brand experience," said Brett Hurt, founder and CEO of Bazaarvoice. "Infiniti's launch of Ratings & Reviews marks an important first for automotive sector and another key milestone for our company. We're proud to partner with Infiniti in giving drivers a voice on the Infiniti site and providing the information that shoppers need to move from research to purchase. Reviewers are associating words like "love," "performance", "quality," "fun to drive", and "power" with the brand, inspiring confidence in shoppers and encouraging them to spend more time with the Infiniti brand, request a brochure, visit a dealer, and ultimately become loyal Infiniti owners themselves."

The program began this spring and will expand over the next few months as more reviews are posted to the site and additional Infiniti owners share their reviews. In addition to creating a transparent forum for people to talk about their Infiniti, the reviews also provide the brand with valuable information and insight.

"We value this additional channel of feedback from our customers," said Poore. "Our team will be reviewing the content for insights and opportunities to continue to refine and enhance both our products and our ownership experience."

Topics: infiniti

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