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]