Japanese automaker introduces new models to attract consumers
Nissan is set to wage a sales battles with German automakers in Korea by aggressively marketing its Infiniti series and the Cube, a characteristic box-like model.
The second-largest automaker in Japan has set the goal of making the Infiniti series become one of the top three import brands in the premium luxury segment.
“We are mapping out marketing strategies to attract customers of BMW, Mercedes-Benz and Audi,” Nissan Korea spokeswoman Rachael Kim said.
A showroom for the Cube of Nissan Korea in Seoul
The Infiniti of Nissan
She said more and more Korean consumers have been attracted to the Infiniti sedan’s powerful engine.
“Infiniti is quite in contrast to other Japanese cars including Lexus known as the most silent vehicles,” she said. “Now many consumers want to purchase Japanese cars with fun driving experiences.”
It has been exactly six years since Nissan Korea introduced its Infiniti luxury marque in the local market.
Infiniti, one of three Japanese luxury auto badges alongside Toyota Motor’s Lexus and Honda Motor’s Acura, has been another addition to the heated competition.
Previously only available in North America since 1989, Infiniti entered Korea as part of a “Nissan Value Up” plan and as a first step toward worldwide sales of the vehicle.
Popular Infiniti models include the M45, M35, G35, Q45 sedans and sports coupe G35. Two sport-utility vehicles, the FX 45 and FX 35, have also been drawing attention.
Nissan chose Korea as the first overseas market for Infiniti to enter with a full lineup and a local corporation since it launched in North America in 1989.
Company executives have said they would bring to Korean luxury buyers not only its outstanding lineup of luxury performance vehicles but also world-renowned customer service known as the Infiniti Total Ownership Experience.
Apart from sales promotion of luxury sedans, Nissan Korea is targeting Korea’s middle-income bracket with its third-generation Cube, a multi-purpose vehicle.
In particular, the automaker is pushing for the “color marketing” with the third generation Cube to attract young and female customers.
Spokeswoman Kim said, “We will be more aggressive in marketing from August while many foreign automakers are considering launching new models here during the third and fourth quarters of the year.”
With Nissan Cubes, company executives say that they hope to introduce a new lifestyle to consumers in Korea.
The design-oriented box car appears small, but is spacious inside, easily accommodating five adults.
The first generation of the Cube (designated Z10) was introduced in 1998. The first model was sold only in Japan, though privately exported to the United Kingdom, Australia and Hong Kong.
The second generation of the Cube was released in 2002 with a larger interior than the previous model.
The third generation Nissan Cube was revealed for the first time at the Los Angeles International Auto Show in November 2008. While this is the third generation of the vehicle, it is being offered for export markets, including European and North American markets, for the first time.
The model went on sale in Japan in November, 2008 and in the U.S. in May 2009.
Nissan Korea spokespeople said Korea plays a significant role in the future sales success of Infiniti since the globalization of the Infiniti brand is a key business opportunity under the NISSAN Value-Up project.
The Infiniti showroom in Gangnam, operated by SS Motors, is the first Infiniti dealership in the world to incorporate the new Infiniti Retail Environment Design Initiative design standards.
The IREDI program, which was created in conjunction with the Lippincott Mercer design group, sets a new, dynamic global dealership design standard for Infiniti retailers around the world.
In addition to displaying the cars, the new building features a reception area, delivery bay, gallery, customer communications area and luxury hotel-like lounges on several floors.
Over the past few years, several more Infiniti dealerships opened in Seocho, Busan and Bundang.
During the second quarter of 2011, Nissan Korea offered special financing programs on the Altima+ sedan and the crossover utility vehicle Murano.
With the Altima+ 3.5 and the Murano, the company provided consumers with a 36-month interest-free installment program with 35 percent of the price paid up front.
Along with the financing deals, the company has held a test-drive campaign as part of its active sales promotion.
By Kim Yon-se (kys@heraldcorp.com)