Infiniti to go it alone in Oz, almost

Ahead of its local launch mid-August (2012), Infiniti has previewed a select number of vehicles from its upcoming range to the Australia motoring media.

Speaking at the pre-launch dinner, Infiniti Australia general manager Kevin Snell told motoring.com.au the luxury brand’s entrance into the Australian market is a considered, intelligent approach that reflects the personalities of its prospective buyers.

“It’s very hard to change people’s perceptions of what you stand for, and the values you reflect [once established],” emphasised Snell. “A lot of our research and focus will be [measured] against everyone else [referring to Audi, BMW, Lexus and Mercedes-Benz], but that’s exactly where we see the challenge and opportunity in building a new brand.”

While the brand may indeed be new in Australia, excusing a small foray in the early 1990s (and of course the 500-odd grey imports on our roads), Infiniti’s association with parent company Nissan is an undeniable, and somewhat enviable strength. One that Infiniti will use as leverage, albeit in a measured dose.

“That’s where it’s really important. That’s the greatest strength,” explained Mr Snell. “This isn’t an unknown brand that you need to worry about whether the after-sales service is going to be there, [and that] should give consumers a lot of confidence.”

But Mr Snell was quick to caution that his brand will not simply be an extension of the Nissan product, in spite of its similarities, insisting that the brand must strive to achieve a solid reputation of its own founding if it is to be respected among its peers, and potential customers.

“It won’t be the headline of our communication,” added Mr Snell. “Because what we’re offering the customer, in reality, is an alternative to the traditional, conservative prestige brands; and we’re going to focus on that uniqueness.”

Nissan will however ensure Infiniti’s presence Down Under is underwritten, although the luxury brand will -- at least initially -- stand alone, with dedicated dealerships in Melbourne, Sydney and Brisbane. Other capital cities and regional centres will come online within the next four to five years.

In the meantime, Infiniti will work to market its unique luxury marque via a considered approach it says has been over a year and a half in the making.

“We did 18 months ago commission a pretty significant piece of research that focussed on the trends in luxury broadly, and what the trends are in automotive luxury -- especially locally,” explained Mr Snell. “We identified our target group, especially taking notice of what they are currently getting from our competitors and identifying the gaps.

As well as identifying ‘gaps’ in which to make its mark, the Infiniti spokesman said there was strong evidence to support an interest from buyers new to the luxury car market, so-called conquest buyers, who are often the most elusive of all new car purchasers.

“When we first engaged consumers at the Formula 1 Grand Prix in Melbourne earlier this year we got six or eight hundred [prospective leads] from 2000-odd hand raisers. The majority of that group are in existing luxury brands but there’s also a fair percentage that are coming out of high-end mass [-market models] for whom this will be their first luxury [car] purchase,” concluded Mr Snell.

Infiniti will launch its FX SUV and M series sedan range in Australia in the second-half of August this year (2012). Visit motoring.com.au again soon for our drive impressions.

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