The Infiniti car has been turbulent recently, and the changes are not limited to high-level personnel. Infiniti has also adopted a “shrinking front” strategy in the global market. In March of this year, the global business restructuring plan was launched, and It is planned to withdraw from the Western European market and focus on the Chinese and American markets. At the same time, Infiniti hopes to save the trend through the electrification strategy, but whether it can succeed or not.
President "Flash" Infiniti encounters high-level turmoil
On May 7th, local time, FCA announced that the former Infiniti Global President Mukher was appointed as the global president of the Jeep brand, and also served as a member of the group executive committee, the appointment will take effect immediately. Shortly after, Infiniti Also issued a statement saying that Mukher resigned "for personal reasons." Before the official appointment of a new brand leader, Nissan's chief quality officer, Christian Van den Hend, will temporarily replace Mukher's global business with Infiniti.
It is worth noting that Mukher left this time, less than four months since he was promoted to the president of Infiniti Global. On January 8 this year, Nissan Motor announced that Mukher was promoted to President of Infiniti Automobile Co., Ltd. and Chairman In the regard, an Infiniti internal employee told the Beijing News reporter that it is expected that the global high-level changes will not affect the strategic direction of the Chinese Market.
In fact, since the end of last year, Infiniti has experienced frequent changes. In December 2018, former Dongfeng Infiniti and Infiniti China General Manager Lu Yi resigned and left Dongfeng Infiniti. Shortly after, it was reported that Dongfeng Infiniti executive deputy general manager Lei Xin had also resigned, and his position was replaced by Gao Zhenghao, deputy general manager of Yijiete New Energy Company, but the appointment has not been announced. In March of this year, Mao Limin, the head of the after-sales service department of The former Dongfeng Nissan market, was appointed as the general manager of Dongfeng Infiniti and Infiniti China.
Low sales volume exits Western European market and focuses on Sino-US market
In addition to high levels of turmoil, Infiniti's global strategy is also undergoing adjustments. In March of this year, Infiniti announced its global business restructuring plan, will withdraw from the Western European market in 2020, and turn its energy to the US and China markets .
"Infiniti has struggled to effectively meet stringent European emissions regulations and other regulatory requirements," said Infiniti's chief spokesperson Trevor Hale. "The business reality that Infiniti faces in Western Europe is that there is no viable and sustainable business, especially considering the regulatory challenges. Public data shows that Infiniti sold only 5,800 vehicles in Western Europe in 2018.
It is reported that the production of the Nissan Sunderland plant in the UK will be the first to be affected, and Infiniti will stop producing the Infiniti Q30 and QX30 in the middle of this year. Public reports show that the sales of these two cars are Not as expected. For example, in 2017, QX30 sold 14,093 vehicles in the United States, and in 2018 it fell to 8,101 vehicles.
At the same time, Infiniti has placed more expectations on its first and second largest markets – the US and China. According to the Infiniti business restructuring plan, more resources will be tilted to the US and China markets in the future. In the next five Years, Infiniti will enhance its SUV product line in the US market and will launch five new models in China.
Growth encounters resistance to new energy
Infiniti's performance in the US and China markets is not satisfactory. Data show that sales in the US market in 218 fell 2.7% year-on-year to 149,000 units; Infiniti's joint venture in China, Dongfeng Infiniti, sold a total of 28,900 Units, a slight increase of 3.97% year-on-year. Under this circumstance, Infiniti global sales in 2018 fell 5.2% year-on-year to 230,000 units.
Under the predicament, the new energy vehicle market has become the key to Infiniti's reversal. In January 2018, Infiniti announced that it will launch a new model equipped with EV electric and e-POWER technology from 2021, and fully enter the "electric age" It is estimated that by 2025, 50% of Infiniti's global sales will come from electric vehicles. Among them, as of 2022, Infiniti's product matrix in China will have 25% of its models as electric vehicles, and will be fully electricized in 2025 In April 2018, Infiniti also formulated a “5IN5” strategy for the Chinese market, which will launch five new domestic models in China in the next five years.
However, the industry has doubts about Infiniti's attempt发送反馈历史记录