Nissan tries new luxury branding at home, in lieu of Infiniti
Nissan tries new luxury branding at home, in lieu of Infiniti
Automotive News | September 30, 2008 - 4:24 pm EST
TOKYO — Nissan is still struggling with the idea of bringing its Infiniti luxury brand to Japan. So in the meantime, the company has settled for an alternative: a brand called Nissan Premium Factory.
The new marketing approach, launched Monday, Sept. 29, is aimed at taking the Nissan name upscale in a market where the Infiniti brand still draws blank stares.
The Nissan Premium Factory moniker will encompass the Murano crossover, the Elgrand van, the upcoming 370Z sports car, the Skyline Coupe and the Fuga large luxury car. The brand will focus on comfort, quality and high performance.
Nissan’s U.S. marketing executives aren’t planning anything similar. But they are watching the Japanese project to see whether aspects might be adopted, said Tetsuo Shimada, head of Japan marketing.
“I have discussed this several times with the marketing guys in the United States, and they have the Infiniti,” Shimada said. “Still, they are quite keen to know what will happen in Japan.”
Nissan is recommending that dealers in Japan group the cars together in a “quality corner” of their showrooms. The vehicles also will be shown alongside one another in advertising spots.
The idea was rolled out with the Japanese launch of the redesigned Murano.
Nissan is debating whether to sell the Infiniti brand in Japan but is hesitating because of the current downturn in the market there, said COO Toshiyuki Shiga.
“Creating a new brand in the market requires a big investment,” Shiga said. “Investment in brand is harder to do today. And as a result, it may destroy the brand if we are not successful.”
