Infiniti uses emotional approach to rival top luxury armakers

Daniel Kirchert, president of Dongfeng Infiniti Motor Co.

For All-New QX50 buyers, Infiniti offers free warranty and maintenance of four years /100,000 km, the only locally made luxury car brand to offer such a warranty, according to Infiniti.

The All-New QX50 hit the market to compete with the Audi Q5, BMW X3, Mercedes-Benz GLK and Volvo XC60, said Kirchert.

The All-New QX50 is produced in Infiniti's plant in Xiangyang, Hubei province, where the company also produces the brand's first locally made model, the Q50L sedan.

The Q50L made its debut in the Chinese market in November last year to compete with the Audi A4L, BMW 3 Series and Mercedes-Benz C-Class.

According to Kirchert, Infiniti will deliver more tailored products for Chinese consumers in the future.

Although both the QX50 SUV and the Q50L sedan are locally made, the quality of the cars are the same as Infiniti's across the world and all the cars have the same standard worldwide, said Lei Xin, executive vice-president of Dongfeng Infiniti.

"All of our standards of internal supervision on quality are equal with international standards, some even surpass the international ones," Lei said.

Sales, brand

According to Lei, the company aims to sell 100,000 cars in China annually by 2018, with locally made models expected to account for more than half.

The company sold 30,046 vehicles in China in 2014, which was an annual increase of 76 percent and marked the fastest growth among premium automobile brands in China, according to Dongfeng Infiniti.

The number of Infiniti dealers in China grew from 66 to 85 in 2014. The brand plans to add 25 to 30 new stores in 2015 and further penetrate the third- to fifth-tier cities.

Infiniti did not reveal specific sales goals for the QX50. Lei said the company was focusing on steady, long-term and sustainable development instead of short-term targets.

He said that Infiniti would further raise brand awareness and customer experience in China with its Gan Ai, concept.

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