In 2014, Infiniti continued to lead luxury cars in China, and its sales in China exceeded 30,000 for the first time, an increase of 76% year-on-year. In 2015, Infiniti hopes to continue to lead the luxury car segment.
Dai Lei, the general manager of Dongfeng Infiniti, played two cards, one is the "50 family" based on domestic models, and the other is a "hybrid family" based on imported models. It is reported that following the launch of the first domestically produced Q50L in 2014, Dongfeng Infiniti will launch two heavyweight models in 2015 – the domestic QX50 long wheelbase version and the imported new Q70L. Lei Xin, executive deputy general manager of Dongfeng Infiniti, said: "I am confident that I will achieve the goal of selling more than 100,000 vehicles in 2018."
Reporter: Usually, the R&D and design centers of multinational car companies in China are more responsible for localization and improvement. What functions will the Infiniti Beijing Design Center undertake?
Dai Lei: As an all-round R&D design center, Infiniti Beijing Design Center and some competitors in China's design center are not exactly the same. It will undertake the task of designing new models and fully participate in the design and development of new models. Some of the competitors' design centers in China only make small adjustments to the models, and they are not necessarily directly involved in the earliest research and development of new models. In the development of new models, Infiniti's four design centers around the world will participate, and through the internal competition to finally select the best solution. The recently launched Infiniti Vision Gran Turismo concept car is awesome, and it is the first result of the Beijing Design Center.
The Beijing Design Center will participate in the development of each new model of Infiniti. At the same time, if we want to launch products that are particularly suitable for China or make adjustments, we will also conduct internal communication. From a global perspective, the development of future products is based on the Chinese market, so we are very confident that (because) all future products to be launched are fully in line with the needs of Chinese consumers.
Reporter: In 2014, many luxury car dealers were anti-water vehicle manufacturers. Infiniti dealers are not listed, is it said that you have made some plans to increase dealer profit points?
Dai Lei: In a fiercely competitive environment, we must fully support the dealers. On the one hand, we must always maintain good communication and communication. If we can do this, we have already completed half of the work, mutual Trust is very important. We are partners and we must consider a win-win situation.
On the other hand, if the market changes, we will take some measures as soon as possible. There are many aspects to these measures. First, we must maintain a reasonable inventory. We support dealers to increase retail, but will not solve problems by pressing inventory. This principle is very important. At the same time, the competition for new cars has been very intense, so we must support dealers to open up new sources of profit, such as after-sales business, finance, insurance and so on. Of course, we face a big challenge in this respect. ABB (Audi, BMW, Mercedes-Benz) has been in China for more than ten years, with a large amount of possession and a good after-sales basis. Our foundation in this area is still weak. . However, after our sales increased rapidly to 30,000 units last year, we started to lay a good foundation for dealers, and this year's after-sales service will increase substantially. In terms of new store construction, we need to reduce investment, but at the same time maintain the experience of luxury car brands, so we do not necessarily focus on building the largest store, but have a good service, and have a warm feeling. The design of our new store is very reasonable and very user-friendly. The total investment is only 1/3 compared with the competitors, but the experience inside is not lower than other luxury car brands.
Reporter: You have proposed a family strategy and a hybrid vehicle strategy. Will there be other families after the new "Infiniti 50 family"? Why is the concept of "50 family" introduced?
Dai Lei: Infiniti announced a new naming system in 2012. Since 2014, Infiniti has adopted the letter “Q†as the naming prefix for its sedan, coupe and convertible models; the letter “QX†as its SUV model and cross The naming prefix of the boundary model. The new naming system has been very successful. First of all, the new naming system makes the product identification more clear; after Q or QX, the level of the model is divided by a two-digit number, which allows everyone to better understand each car and its corresponding competing products, so that Consumers have a better understanding of the positioning level of each car. This is very important for Infiniti, because many consumers have low awareness of the Infiniti brand, and the new naming system makes it clearer and easier for us to understand who our competitors are.
The "50 Family" consists of the Q50 and QX50. One is a sedan and the other is an SUV. The size is the same level, but different cars. We believe that these two products have commonalities and have their own unique places. In addition, our concept of “hybrid family†will continue to spread this year. Every model of the “hybrid family†is very cutting-edge. We are not afraid to compare with any hybrid technology competitors in the industry, such as the hybrid of Q50. The version is the fastest-accelerating hybrid in the world; the QX60 hybrid has a very efficient hybrid technology.
Reporter: After the high growth in 2014, what is the target of Infiniti's sales in the next year?
Lei Xin: For the shareholders of Dongfeng Infiniti, it is more important to look at the development of the Chinese market strategically. We hope that it will be healthy and sustainable development. From the overall trend - especially the performance achieved in 2014 - we are very confident to achieve the medium-term goal of selling more than 100,000 units in 2018, of which more than half are domestically produced.
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