What does Infiniti mean… ?

Article by Christian A., on August 26, 2010

Infiniti is prepared to boost brand awareness and sharpen its brand's image with Ben Poore at the helm. As vice president of Nissan North America's Infiniti Business Unit for the last 1.5 years, Poore has a new campaign that seeks to emphasize the brand's thrust of "performance luxury."

Infiniti certainly needs the marketing push as rivals in this segment, including BMW, Mercedes-Benz, Audi and Lexus, have become more popular while it has been seemingly left behind.

Infiniti's vehicles, such as the G37, the 2011 M sedan and the QX56 SUV have received much acclaim but sales have been slow due to having spent over a decade sharing vehicles and marketing resources with sibling brand, Nissan. In 2005, Infiniti's sales were at its peak with 131,401 units sold.

Last year, Infiniti sales totaled 81,089 units. Poore said that the new campaign, dubbed "The Way of Infiniti," will run for five years. He added that Infiniti will now have a "very solid and interesting way of defining" itself.

Dealerships say that Nissan has to give Infiniti a broader lineup to match luxury rivals. Actually, Infiniti plans to improve its luxury credibility by making several new product announcements next month. This will likely include a performance subbrand.

Poore is a 44-year-old former US Army officer who served in the Persian Gulf War. Before he joined Nissan in October 2007, he had worked at Ford Motor Co. as its Lincoln-Mercury group marketing manager. Previously, he was vice president of marketing communications for Nissan North America.

Poore transferred to Infiniti as Nissan decided to build Infiniti as a distinctive global luxury brand. A restructuring in 2008 gave Infiniti its new global autonomy on product development, marketing direction and management. [via autonews - sub. required]

Topics: infiniti

If you liked the article, share on:

Comments

Recommended

New and improved 2018 Subaru Legacy comes packed with a number of upgraded features from the get go - from the exterior to the interior. And the company has finally...
by - June 23, 2017
In an interview involving Lamborghini CEO Stefano Domenicali and Automotive News, the topic about the Urus was thoroughly discussed. This super SUV is scheduled to make its debut later this...
by - June 23, 2017
Porsche definitely adores variety. You’ll see what we mean if you browse through the official company's website that shows a plethora of various 911 models. And now, the German marque...
by - June 23, 2017
2018 Ford Expedition is on its way to the market, and will be arriving at dealerships this fall. The all-new SUV will come with a new design, new EcoBoost engine,...
by - June 23, 2017
The 2018 Porsche 911 GT2 RS that made its debut not so long ago at the E3 video game expo in Los Angeles has already been sold out according to...
by - June 23, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries