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Infiniti announced brand rejuvenation!

2024-03-03 Update From: AutoBeta autobeta NAV: AutoBeta > News >


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On June 23, Infiniti announced a brand renovation. Judging from the latest logo, Infiniti's English font is thinner and wider, and the Infiniti LOGO, which symbolizes the "infinite road", has changed very little. The original sharp corner on the inside of the ring has been removed, which may be more in line with the brand definition of "infinite".




On June 1st, Infiniti announced its latest appointment: Jose Roman, the top head of Nissan in Mexico and Latin America, will become global president of Infiniti (Infiniti). He will take office on July 1st and work at the company's global headquarters in Yokohama, Japan. At the same time, Jose Roman will also serve as senior vice president of global sales for Nissan, reporting to Asako Hoshino, executive vice president (EVP) of Nissan.


In November 1985, Nissan established the Horizon working Group to study opportunities in the North American luxury car market, headquartered in Yokohama, Japan. In July 1987, "Infiniti" was chosen as the name of the new department, transliterated as "Infinity". LOGO is made up of an ellipse and two lines, symbolizing an endless road to the distant horizon, symbolizing Infiniti's forward and limitless spirit. Since then, Infiniti spent two years building distribution points across the United States, becoming one of the car brands with the highest customer satisfaction in a short period of time.

After the success of the North American market, Infiniti began to expand globally. In the Nissan value-added Plan in 2005, China was listed as one of the key markets of Infiniti. In 2007, Infiniti first expounded the concept of Infiniti brand in China, and moved its headquarters to Hong Kong, China, in order to achieve the independence and internationalization of the brand.

In September 2014, Dongfeng Infiniti Automobile Co., Ltd. (hereinafter referred to as "Dongfeng Infiniti") was established, marking the smooth realization of Infiniti's domestic production and the rapid growth of its sales in China, which reached its peak since its entry into China in 2017. annual sales of 48400 vehicles. However, as Cadillac, Volvo, Lexus and other second-tier luxury brands continue to introduce new models, Dongfeng Infiniti, which has been slow to update the product matrix, has also begun to enter the brand downward period.

Infiniti's sales in China fell to 44400 in 2018 and 35000, 25000 and 8696 from 2019 to 2021, respectively. After entering 2022, Infiniti, which was included in Dongfeng Nissan, showed a decline, and the new domestic model QX60 was not recognized by the market. Coupled with the impact of the epidemic and spare parts supply, there were only 6391 vehicles left in the whole year.

To investigate the reason, in 2014, domestic only rely on Q50L and QX50 two main products to compete in the market, a relatively single product camp coupled with the slow iteration of renewal, Infiniti, whether in terms of quantity or quality, is difficult to adapt to the current pace of the times.

In early 2022, Infiniti launched domestic QX60 and invited Wang Leehom as the brand spokesman, but eventually stopped working with him because of an affair. Data show that Infiniti QX60 sold only 745 vehicles in 2022, compared with 2838 for QX50 and 2105 for Q50L.

After Acura officially withdrew from the Chinese market in 2023, "whether Infiniti will be the next brand to withdraw from China" has become the focus of public opinion.

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