Infiniti’s Strategy to Regain Market Share and Attract Affluent Customers
Infiniti is determined to reverse its declining sales trend and increase market share by targeting former customers who switched to competitors like Lexus and Acura. The luxury brand is focusing on a more affluent customer base, starting with the Infiniti QX80 SUV. While Infiniti’s current lineup consists of ICE-only models, the brand is reevaluating its electrification plans, delaying the introduction of EVs.
Market Expansion Goals
The brand’s North American boss aims to achieve a 10 percent sales increase in the 2024 fiscal year. However, the existing ICE-only models present challenges for dealers looking to boost profitability.
Targeting Affluent Customers
Infiniti is shifting its focus towards customers with higher disposable incomes, aiming to attract individuals who earn over $250,000 annually and have a net worth of at least $1 million. By redirecting clients towards more budget-friendly Nissan models and strategically appealing to affluent customers, Infiniti hopes to see a significant increase in sales.
2025 Infiniti QX80: A New Direction
The 2025 Infiniti QX80 marks the beginning of the brand’s product renaissance, with a focus on modern luxury and a higher price point entering six-figure territory. Approximately 75 percent of QX80 buyers are expected to be new to the brand, reflecting Infiniti’s deliberate strategy to attract resilient consumers who are willing to spend.
Slowdown in Electrification Plans
Unlike some competitors, Infiniti has yet to introduce EVs or hybrids in its lineup. The brand believes there is still demand for ICE vehicles in the market and is carefully assessing consumer preferences before making any decisions. While maintaining a long-term commitment to electrification, Infiniti is adjusting its strategy in response to the current landscape.
Overall, Infiniti’s goal is to support its dealer network by injecting resources through marketing and expense support. By targeting affluent customers and reevaluating its product lineup, Infiniti aims to regain market share and profitability in the luxury segment.
