Infiniti Targets Lexus
JUST four years on from its launch in Australia, Japanese luxury brand Infiniti is “stomping on the gas pedal” as it prepares for its biggest product roll-out and dealer expansion since inception.
The Nissan-owned brand has had to contend with a small line-up of models, some in niche sales categories, but all if that is about to change, according to Infiniti Australia.
Powered by the Renault-Nissan alliance and including the hybrid technology of the group’s Formula One Team, Infiniti has a bumper year of car launches that started this week with the refreshed Q70 sedan range.
It will quicken the pace in the third quarter of this year with its first small car, the Q30 hatchback, which shares a platform with the Mercedes-Benz GLA crossover.
“Q30 is a very important car for us – it’s a game changer,” Mr Roux said. “We haven’t discussed pricing but it will be competitive.”
The Q30 will compete with models including the Lexus CT hatch (priced from $37,990 to $54,990), Audi’s A3 Sportback ($36,500-$46,100), BMW 1 Series ($36,900-$48,900) and Mercedes A-Class ($37,200-$53,500) – indicating the baby Infiniti will be a mid-to-high $30,000s opener.
The QX30 is all-wheel drive and has a higher ground clearance than the Q30.
The Q30 will have a measureable impact on our sales. It is an example that premium cars are becoming more accessible so, given this market, the Q30 – and the QX30 SUV that follows – are critical.
Infiniti will add the QX30 – also component-shared with the GLA – about two weeks after the Q30, then the highly anticipated new-generation Q60 coupe that was revealed earlier this year in production guise at the Detroit motor show arrives in November.
Following that, the updated Q50 sedan – including a 300kW sports sedan model – lands in Infiniti showrooms in December.
Volume is strong enough at the moment and they are happy with sales, but with the Q30 and QX30, it will open new markets and Infiniti are determined to get them absolutely right.
Infiniti shifted 574 units last year, marking its best sales year in Australia, and marking a lift of more than 30 per cent over its 2014 haul.
The Q50 mid-size sedan was easily its best seller last year on 305 units, followed by the QX70 SUV (166) and the Q60 coupe and convertible (44).
Infiniti want up to 10 dealers by the end of 2016, starting next month with the opening of a franchise by prestige dealer Barbagallo in Perth.
It will be followed by a new site in Adelaide and then one extra dealer for south-east Queensland and two more each for Sydney and Melbourne. This is up from the three centres it launched with in 2012.
Infiniti demands that the brand sits separately from Nissan products on a showroom floor, ensuring they are regarded as distinct items with equally distinct buyers.
Infiniti is aimed at the professional man, with the brand appealing more to males aged 55 years and over, with an income of $150,000-$200,000 a year and who are “looking for something different”.
Lexus is admired by Infiniti for the way they do things and get things done.
One area is the Lexus hallmark of customer service.
An enhanced customer service program is being designed. Hospitality is part of the Japanese DNA and it is believed it’s something they can enhance as part of the Infiniti ownership experience.
The customer service program will integrate with Infiniti Assure, its transparent service menu that outlines service costs before the maintenance period.
By NEIL DOWLING – GoAuto