Infiniti contrarian challenge capacity constraints or become localization

Posted on 9/14/2015 4:05:19 PM

A few days later, Dongfeng Infiniti will celebrate their first birthday, "birthday", and its performance on the Chengdu International Auto Show, the new joint venture that has been prepared for their own good "gift."
It is reported that Chengdu as the core city of western market, Infiniti's current market share has reached 2.5%, compared with 2014 year improved 1.1 percentage points, which also makes Infiniti become this year's luxury car brand in the market in Chengdu Sales YoY He ranked second.
"Faced with the grim domestic market situation, Infiniti 1 to August sales in China reached 25,000, an increase of 35.2 percent, the growth rate of the leading luxury car camp." Daley, general manager of Dongfeng Infiniti in the "China Business" reporter interview, said, "One of the cars made in China is one of the main rapid sales growth, in August, domestic car sales accounted for 72%, and this value has been for five months more than 50%, we are very confident to increase Some domestic models. "
Seen in this light, Infiniti has achieved its "2018 sales of more than 100,000 every year, of which domestic cars account for more than half the share of" half in the target. However, sales in the next three years to allow more time to quadruple Infiniti current growth rate is still slightly less. Thus, in addition to increasing domestic models outside, Infiniti still more strategic layout to support sales target of 100,000.
Domestic help
Dongfeng since Infiniti was established in September 22, 2014, has in the end of 2014 and in March 2015 launched a Q50L and QX50 two domestic models.
Infiniti according to plan, 2015 is the key year for domestic models drive sales and achieve medium-term development plan, and thus set a medium-term target of 2018. Although the Chengdu International Auto Show launch of the imported car QX70 must shadow version, but to promote their brands, Infiniti will still focus on the layout of the domestic models.
"The main position of the two domestic models rising, Q50L monthly sales in recent months has been more than 1000, in August the new QX50 monthly sales for the first time broke through the 1000, but the two long-wheelbase models are made in China, it is tailored for Chinese consumers, its potential has yet to be further play. "Daley expressed.
Since domestic project started, due to the maximum extent and use of the parent company Nissan, Dongfeng joint venture - Dongfeng Nissan's existing resources, Infiniti is not like other brands, like homemade from scratch. Its first domestic models Q50L and QX50 also by the Dongfeng Nissan Xiangyang factory OEM, "asset light" model coupled to control product quality, making Infiniti domestic models won the first battle, ahead of the completion of the domestic car sales accounted for more than 50 %The goal.
Nevertheless, with respect to Infiniti's development objectives, its current sales and growth are slightly less. In this context, although Dongfeng Infiniti Executive Vice President Ray new domestic models represent the third paragraph to disclose Published temporarily, but for the sake of rapid sales growth in the near future to further expand the Infiniti lineup of domestic cars is almost imperative.
Contrarian challenge
In the first eight months of Infiniti sales and growth projections, its sales this year expected to be around 40 000 (2014 Infiniti sales in China to 30,000). And to achieve the target in the next few years, the need to ensure Infiniti average year on year growth to reach about 37%. With the continued slowdown in China's auto market as well as the luxury car market growth, difficult to achieve this growth rate will also increase year by year.
"This year, though the market situation is very serious, but the market structure has not been fully settled, there will be fluctuations in the future. I think the future have the opportunity to rapidly rise, but may encounter some problems and decline, including other mature brand, so this is a opportunities and challenges coexist in the market. "Dailei Tan words," as a latecomer, Infiniti biggest challenge is visibility is still relatively low, there are a lot of people do not understand our brand. At the same time, in terms of our dealers, due to the current ownership is still relatively low, dealers still have to rely on new car sales profit, which compared with other, more established brands is a challenge. "
Indeed, although the last two years with a large number of variety shows, movies and television and other implant marketing, Infiniti's visibility has been greatly improved over the previous years, but failed to get rid of "niche" brand image. Moreover, between visibility and promoting sales of the two-way relationship: Infiniti To increase sales, build brand strength is essential; but the brand power to get real promotion, we have to base as the basis of sales. How to find a win-win in this cycle, we will continue to plague Infiniti for quite some time.
In addition, Infiniti also face pressure from within. Even if it avoided the siting, construction, production and other aspects of domestic government approval before, but with the run in the early domestic partners are not in the "asset light" model solution within the scope.
As previously planned, Xiangyang factory for the Infiniti aside 60,000 capacity to support its 2018 targets. However, after the listing of domestic models, but still exist "in short supply" situation. In this regard, the new Ray explained: "In some special cases, it may have some appropriate coordination but objectively speaking, after Q50L market, some models have been in short supply in the state, which does not mean that the plant can produce Xiangyang. is not enough, the main reason is we are in a run-in process, product planning and demand forecasting even more accurate. "
Seen in this light, if Infiniti recently put further domestic models, in order to meet the current challenges contrarian, capacity may be a key issue. This means that the joint venture the two sides for a long time, the need for further communication thereon and running.
Well-known auto industry analyst Jia Xinguang said: "The current market is still in consumption upgrade stage, while more and more after 80, 90 after entering the consumer mainstream, these two advantageous but for Infiniti, the brand's development in the short term. may encounter major problems or domestic production capacity, because the luxury car production capacity expansion is very difficult to process high demand, the rapid increase in the short term is difficult, and this is one of the bottlenecks most luxury brands have encountered before. "

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