日产 considers ‘Premium Factory’没有英菲尼迪的市场品牌

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日产 considers ‘Premium Factory’没有英菲尼迪的市场品牌

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日产’s premium Infiniti brand has for most of its life been sold exclusively in North America and is only now expanding into markets, namely Europe. 日产 is now hoping to sell its more upmarket models in other markets but the decision to expand the Infiniti brand is an expensive one and one the carmaker is not yet willing to take.

日产 is debating whether to sell the Infiniti brand in other markets but is hesitating because of the current downturn in the market. There are also fears that the brand may not be accepted as a true rival for some of European’s premium brands. This is especially the case in Japan, where rival carmaker 丰田正在努力推广其雷克萨斯豪华品牌. Instead, 日产 is testing the waters with a new brand simply called ‘Nissan 优质工厂’.

The new marketing approach was launched this week in Japan and is aimed at positioning certain 日产 models more upmarket. The initial 日产 优质工厂 lineup includes the Murano 越野车, Elgrand MPV, Fuga luxury saloon, the Skyline Coupe (pictured), which incidentally is sold in other markets as the Infiniti G37, as well as the 即将面世的370Z跑车.

There are no plans to bring the new brand outside of Japan just yet, but 日产’s Japanese marketing chief Tetsuo Shimada explained, during a recent interview with 汽车新闻,如果该项目证明成功,则可以在其他市场中采用。

岛田说:“我已经与市场营销人员多次讨论了这一点,尤其是在美国,他们拥有英菲尼迪。” “不过,他们仍然非常想知道日本会发生什么。”

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