We take a look at how the different market could be just the ticket for
Nissan’s Prestige brand
We read a very
interesting Bloomberg Infiniti piece on AVC’s website on Saturday.
The article was
reporting on how Infiniti were planning to attack the Chinese market with their
premium-marque brand.
Infiniti in Europe
This article was
of particular interest because we like the Infiniti model range. They are
excellent cars; stylish, luxurious (they offer tons of high-tech specification
as standard) and they are simply divine to drive.
But they haven’t
taken off in Europe; not as much as they should have, anyway. Perhaps it is
because of the limited model range and also, engine range – let’s face it,
emissions and fuel economy is a major thing in this country at least.
Perhaps it is
because British buyers will take a lot of persuasion to spend as much money on
a relatively unknown badge as they would, say, pay for a Mercedes-Benz, Audi or
BMW. If they buy into one of the established marques, people will know what they are driving; if they buy
an Infiniti, at this point in time, it may not be recognised for what it is.
For whatever
reason, we’re just not getting it.
Infiniti in China
But over in
China, this could be a whole different story. Why? Well, one of our blogs last
week reported on the affluent Chinese market and how it looks like they are now
ready to buy back into the Japanese car market.
Nissan haven’t
wasted much time with plans to nurture their younger buyers by offering the
Infinity range as a “boutique” option for those who are, quite frankly, getting
sick of the same old, same old.
Infiniti are
planning to start their assault on the Chinese market with the launch of the
Q50 saloon and the QX50 crossover SUV – they will also be offering LWB versions
for those who like to be driven. And this, apparently, is something that is
widely preferred amongst the Chinese hierarchy.
Summary
We will watch and wait to see how Infinity get on – their
cars certainly deserve global recognition. What will be most interesting to see
will be the difference between European and Chinese buyers; the difference in
culture alone will be fascinating, indeed.
Written by @MotorMistress
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