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.

Topics: infiniti, china

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