Nissan has something
new in the works for Infiniti, its
luxury carbrand. Its 2022 Infiniti QX60, a three-row crossover, is being marketed to a specific demographic. As
The Drivereports, Infiniti wants to gain the attention of working-professional parents who are looking for the perfect blend of comfort, practicality, and luxury.
The QX60 has particular appeal for parents
as a crossover, we might expect the QX60 to appeal to parents seeking more room to carry their families and haul cargo. So it's not surprising that it has increased space in the third row.
But the new QX60 has something else to offer, however: 6,000 pounds of towing capacity. With that power, families can take the show on the road for camping, boating, and other adventures.
That said, Infiniti definitely has targeted a certain type of lifestyle with its marketing campaign for the QX60: the on-the-go, professional parent.
Meet Claire, Infiniti's ideal customer for the QX60
Infiniti's marketing campaign for the QX60 is based around the persona of Claire (or Clive).
As The Drive writes of Claire, "She values her friends and family and experiences. She revels in her busy life and is an active parent. Claire doesn't need auto executives in suits to tell her what to think. She's practical and wants to know what works in real life."
In a nine-minute commercial for the new vehicle, Kate Hudson appears to embody the role of Claire. As she prepares for a day of work attending meetings and shooting a promotion for the Infiniti crossover, she's also busy making breakfast for her kids and otherwise taking care of her family.
This is just the sort of combination of obligations that speaks to the up-and-coming professional parent who's at the heart of the Infiniti campaign.
buckles up to hit the California roadwaysin the QX60 on the way to the shoot. Along the way, she learns about a number of the great features that make the vehicle especially perfect for her busy family life.
The QX60 has features that are perfect for both parents and kids
Parents and kids alike will appreciate the features in the 2022 QX60. For example, youngsters can take advantage of one-touch release for access to the third row of seats, freeing parents up to focus on other things.
What's more, with Tri-Zone Automatic Temperature Control, passengers can enjoy cool or warm air from air vents directly above the second and third rows. This setup significantly helps with temperature control during
hot summerand cold winter months.
Parents driving their children to various activities will love the plastic-lined storage cubby in the back. This is a great place to store sweaty clothes, swimsuits, and other items that you wouldn't want smelling up your ride.
After a busy day, sink into the comfort of Infiniti's QX60's luxurious Zero Gravity front seats.
All in all, the 2022 Infiniti seems to have pegged the needs of the working parent. Their marketers clearly know who they're aiming for, and with all the bells and whistles the QX60 includes, it seems likely that these parents may just listen. Even if you’re not a parent, the comfortable features of the QX60 certainly appeal.
The base model starts at $46,850, but if you want to take it up a notch (or three), the Luxe, Sensory, and Autograph trims will get you added luxury for some extra cash. We’re talking temperature-controlled massaging seats, remote start, and added driver-assistance capabilities. The maxed out all-wheel drive Autograph comes in at a cool $63,250.
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