Infiniti Awareness
Discussion
Hi all,
I am doing some research for a university project alongside an Infiniti dealership into marketing tools to raise the awareness of the brand to attempt to improve their sales.
So, as part of the research I want to gain some opinions from knowledgable enthusiasts within the industry to contrast with other research methods into what you think are the best methods to raise the awareness and persuade consumers in the UK to buy the marque over the likes of Audi/Lexus/BMW. Also what do you think is stopping people from making the plunge and purchasing the cars at the moment?
All opinions on the topic are greatly appreciated!
I am doing some research for a university project alongside an Infiniti dealership into marketing tools to raise the awareness of the brand to attempt to improve their sales.
So, as part of the research I want to gain some opinions from knowledgable enthusiasts within the industry to contrast with other research methods into what you think are the best methods to raise the awareness and persuade consumers in the UK to buy the marque over the likes of Audi/Lexus/BMW. Also what do you think is stopping people from making the plunge and purchasing the cars at the moment?
All opinions on the topic are greatly appreciated!
There's an Infiniti reviewed in the latest copy of evo. They have said the main draw is people wanting to be different, but in this market sector I believe going by my marketing module it's really tough to break into.
You have to be suitable different while being utterly fantastic and bulletproof in terms of mechanical ability. Something from evo's point of view is not getting through. Then their main grip was the steering and general feel, saying that a BMW 3 will do it much better, and also the BMW comes with cheaper runnings costs (in terms of fuel/tax anyway).
From a personal point of view I like them, but then I would always prefer something different even if it was flawed, the thing for me is the price. Even after 2 or 3 promotions they'd still be out of my range, so while I could just be a pauper who are they aiming for if a 30-something male isn't their target, do they need to switch away from dynamic ability to something older people would like?
I went onto the configurator one day for a laugh and when I'd ticked all the boxes I wanted I'd come upto something that was approaching Jaguar money, and really I like the pedigree of a Jag for my 4-door saloons. Another thing was that the price it came out as was used Maserati Q/P territory which is almost the final nail in the coffin.
If I wanted fairly decent running costs I'd pick the Jag, and if I was to hang the running cost then a Maserati has so much emotional draw.
Is this also aped by Alfa's current problem? Fiat don't really know what to do in terms of market poistion and therefore it's sort of lost.
This is just from my armchair point of view and I'm happy to be discounted, but that's the way I feel about the topic.
ETA: Gah tools, the whole point of your post... So I guess for me it's the marketing position, they need to decide on this and just go and promote. I'm sure my dad wouldn't mind (and could afford) one, but he doesn't know they even exist...
What about using SB for the adverts, although he may not be well received? Lexus had Kilie in one of theirs recently for the hatch, and I've seen the latest one for the IF with the on trend music (<--- that makes me sound alot older than I am haha)
You have to be suitable different while being utterly fantastic and bulletproof in terms of mechanical ability. Something from evo's point of view is not getting through. Then their main grip was the steering and general feel, saying that a BMW 3 will do it much better, and also the BMW comes with cheaper runnings costs (in terms of fuel/tax anyway).
From a personal point of view I like them, but then I would always prefer something different even if it was flawed, the thing for me is the price. Even after 2 or 3 promotions they'd still be out of my range, so while I could just be a pauper who are they aiming for if a 30-something male isn't their target, do they need to switch away from dynamic ability to something older people would like?
I went onto the configurator one day for a laugh and when I'd ticked all the boxes I wanted I'd come upto something that was approaching Jaguar money, and really I like the pedigree of a Jag for my 4-door saloons. Another thing was that the price it came out as was used Maserati Q/P territory which is almost the final nail in the coffin.
If I wanted fairly decent running costs I'd pick the Jag, and if I was to hang the running cost then a Maserati has so much emotional draw.
Is this also aped by Alfa's current problem? Fiat don't really know what to do in terms of market poistion and therefore it's sort of lost.
This is just from my armchair point of view and I'm happy to be discounted, but that's the way I feel about the topic.
ETA: Gah tools, the whole point of your post... So I guess for me it's the marketing position, they need to decide on this and just go and promote. I'm sure my dad wouldn't mind (and could afford) one, but he doesn't know they even exist...
What about using SB for the adverts, although he may not be well received? Lexus had Kilie in one of theirs recently for the hatch, and I've seen the latest one for the IF with the on trend music (<--- that makes me sound alot older than I am haha)
Edited by TommoAE86 on Tuesday 25th March 13:53
Well I guess the market has moved on a lot from when lexus brought in the 400 to challenge the BMW/Merc stranglehold on exec saloons. But it's taken them a very (very) long time to get any kind of foothold and they arguably still haven't succeeded in grabbing enough market share. The IS200 was a superb car with bags of character - a possible 3 series beater but look what they followed up with. Anyway, different company in a different time...
I like Inifini's current strategy of winning business using extreme customer service and attentiveness. I think everyone knows they're buying Nissan base tech and that the cars are likely to be well engineered and reliable etc (ironically, unlike their german counterparts these days). But they're "launching" products in the UK with very outdated technology because of the VQ37 origins...which is an amazing block in the 370z fully tuned, but tough to compete against german turbodiesels in terms of economy.
The 5L V8 FX is an awesome bit of kit and by far the best sounding SUV I've ever heard, but simply won't sell over here (is it popular stateside and the middle east perchance??). It's a good looking machine and I think diesel variants have a real chance of success over here, although that gash chrome grille needs a redesign.
Where's the options list? Buyers at this level can afford and arguably, enjoy, customisation options.
The formula 1 branding is great idea because it's such a UK-centric sport and delivers a lot of kudos even if the connections are tenuous at best. This is something JLR/BMW can't "boast".
The markets Infinit are tyring to tap are over-saturated in Europe (SUVs) or have no demand (NA petrol engined 2+2 / compact saloons). I'm sure 2L turbo engines are in development as we speak and these should help make the cars more competitive in the MPG stakes.
I should also say that their current strategy appears to be very "blokey". I think Infiniti's designs are female-friendly. What are they doing to tap this market? They seem to be less badge-sensitive than men...
Incidentally I think your point about buyers wanting to "be different" is very important.
I like Inifini's current strategy of winning business using extreme customer service and attentiveness. I think everyone knows they're buying Nissan base tech and that the cars are likely to be well engineered and reliable etc (ironically, unlike their german counterparts these days). But they're "launching" products in the UK with very outdated technology because of the VQ37 origins...which is an amazing block in the 370z fully tuned, but tough to compete against german turbodiesels in terms of economy.
The 5L V8 FX is an awesome bit of kit and by far the best sounding SUV I've ever heard, but simply won't sell over here (is it popular stateside and the middle east perchance??). It's a good looking machine and I think diesel variants have a real chance of success over here, although that gash chrome grille needs a redesign.
Where's the options list? Buyers at this level can afford and arguably, enjoy, customisation options.
The formula 1 branding is great idea because it's such a UK-centric sport and delivers a lot of kudos even if the connections are tenuous at best. This is something JLR/BMW can't "boast".
The markets Infinit are tyring to tap are over-saturated in Europe (SUVs) or have no demand (NA petrol engined 2+2 / compact saloons). I'm sure 2L turbo engines are in development as we speak and these should help make the cars more competitive in the MPG stakes.
I should also say that their current strategy appears to be very "blokey". I think Infiniti's designs are female-friendly. What are they doing to tap this market? They seem to be less badge-sensitive than men...
Incidentally I think your point about buyers wanting to "be different" is very important.
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