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.