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After Opel (see my article on the launch of Opel in Australia here), it’s now Infiniti’s turn to launch in Australia with an advertising campaign openly targeting luxury brands Mercedes, BMW and Audi. And why would this deserve to feature on BSCB I hear you ask? Because Infiniti’s campaign, launched today, enables you to find out the number of German luxury cars currently in circulation in your own suburb… What if one day some brands used BSCB sales data in their campaign?
Using data from the 2011 Australian Motor Vehicle Census, the online reskin of major news website The Sydney Morning Herald prompts viewers to type in the suburb they live in and displays the number of Mercedes, BMW and Audis in circulation in that specific suburb…to then establish Infiniti as “The new choice in performance luxury”.
Infiniti Australia General Manager Kevin Snell says the brand’s long-term ambition is to overtake Lexus in Australia as the No.1 alternative to German brands Audi, BMW and Mercedes-Benz…This means Infiniti aims at selling over 7,000 cars annually by 2015, unlocking a spot in the Top 20 most popular brands in Australia by then…
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As is traditionally the case Infiniti Australia would not reveal its sales aspirations for the market but what is known is that Infiniti wants to be serious global luxury brand, with a 500,000 worldwide sales target for 2016. By today’s market this is about 10% share of the luxury segment. Infiniti launched in the whole of Europe in 2010-2011 and has been relatively discreet there to-date.
Kevin Snall says: “The first two or three years is around establishing the brand, building the customer experience, and get that right and by 2015 we’ll have a comprehensive range of new cars across all the segments.”
The Infiniti range in Australia is currently made up of the FX SUV and M sedan, with the G coupe and convertible coming in December.
The FX starts at AUD$83,900 (US$86,800) and will compete against the Audi Q7, BMW X5, Mercedes ML-Class and Lexus RX. In Europe, a lot of Infiniti’s communication on the FX was comparing it to the Porsche Cayenne, saying it delivers higher performance for a lower price. None of this (yet?) in Australia where the ‘luxury Germans’ and Lexus are in the line of fire.
The M sedan starts at AUD$85,900 (US$88,900), rivalling the Audi A6, BMW 5 Series, Jaguar XF, Lexus GS and Mercedes E-Class. Note the M sedan range include the world’s fastest mass-produced Hybrid (the M35h), and is priced higher than the Audi A6, BMW 5 Series and Lexus GS that each starts at AUD$77,900, as well as the Mercedes E-Class that kicks off at AUD$79,900…
The FX is anticipated to be Infiniti’s dominant model in Australia at least for the first year or so, with a rival for the BMW 3 Series and Mercedes C-Class – the G-series sedan – to become the second volume model from late 2013.