Infiniti seeks to draw in young Chinese buyers tired of German brands

Article by Anita Panait, on November 18, 2013

Infiniti is targeting younger Chinese buyers who are open to trying new premium brands as they find an Audi, Mercedes-Benz or BMW too commonplace, according to Infiniti president Johan de Nysschen. He told Bloomberg in an interview that luxury buyers in China are younger than the average owner of premium cars in the world, adding they are less concerned about a brand's heritage than its present-day image.

He said that Audi, Mercedes or BMW have become so successful that they are now “almost a little bit ubiquitous." He said that Infiniti is seeing a big opportunity with this new emerging premium consumer, to offer them an “alternative” and reinvent the “notion of exclusivity."

Infiniti is aiming to control 10 percent of the global premium market by 2020, which the carmaker intends to realize by winning market share from Audi, BMW and Mercedes-Benz in China. 

The three German carmakers account for around three of every four premium cars sold in the Chinese market, LMC data show. All of them are built in China, which levies a 25 percent duty on imported cars. Infiniti expects to commence local production of two long-wheelbase models -- the Q50 sedan and QX50 crossover – in 2014. Carmakers offer stretched versions of their models for China as consumers in the country prefer to be chauffeured and seek more backseat comfort. "Infiniti will be a boutique brand," de Nysschen told Bloomberg.

Infiniti’s Q50, like all Infiniti sports sedans, features outstanding presence and proportions. However, it also adds a new level of premium style.

It boasts a smooth but dynamic character line on its "double arch" grille. This line gracefully runs like a wave through the body side and merges with the rear, thus creating a fluid and intriguing profile as well as illustrating the Q50's athletic and dynamic character.

According to Shiro Nakamura, senior VP and chief creative officer at Infiniti, the new Q50 reflects the influence of the brand’s concepts known as “Infiniti Trilogy” while honoring the earlier Infiniti sports sedans’ iconic design dynamics. The Q50's tightened and athletic look combines with its wider and lower proportions with better interior roominess, resulting to a stunning effect both inside and out.

Infiniti’s signature design features for its exterior include a dynamic arch roofline, a Crescent-cut C-pillar, and a "double arch" grille. The car’s front end is aggressive, with an athletic front fascia on the Infiniti Q50 sport models. And thanks to the elaborate detailing of its chrome surround and waved mesh pattern surface, distinctive LED headlights, and sharp lines of the marker lights suggesting an almost human look, the new grille has a three-dimensional and textural quality.

Furthermore, the Q50’s robust and lean body sides have been designed to firmly secure its performance stance to a solid "bone" and an arched roofline, which flows to its Crescent C-pillars. Meanwhile, in the rear, the car’s side character lines merge smoothly with the LED combination lights. Completing the unforgettable view from behind is the car’s familiar double-arch trunk line. What’s more, heated outside mirrors with LED turn signals come as standard, while a tilting and power sliding glass sunroof is available as an option.

Topics: infiniti, china

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