Infiniti, Nissan’s luxury car brand, is getting ready to launch its QX60 midsize crossover. Infiniti has been struggling to keep the attention of consumers because of its limited lineup. The second generation of the QX60 needs to stand out.
According to Automotive News, for the 2022 Infiniti QX60, the automaker will promote the vehicle using celebrities. The three-row crossover is the brand’s best-seller and drove almost 29% of its U.S. sales last year. Here are more details about Infiniti’s marketing strategy and specifications of the QX60.
Infiniti’s marketing strategy
Infiniti is using a unique marketing strategy for their brand
Infiniti will enlist the help of entertainment and sports celebrities to market the QX60. The launch campaign will begin this fall. Typically, automakers will promote their vehicles based on performance and horsepower, but Infiniti is taking a different approach.
Phil O’Connor, Infiniti U.S. marketing chief, told _Automotive News about _the reason for the influencer-focused campaign. The brand is hoping to target “busy professionals” as their main customers.
“They have an active personal life with a family, they have a professional life, and are trying to balance all of this,” O’Connor said. “An interesting way to grab their attention but also deliver compelling product information was through the use of influencers.”
Which influencers will be part of the Infiniti campaign?
To appeal to the female demographic of car buyers, Infiniti is working with actress Kate Hudson for its launch video. Sports, fashion, and TV personalities will answer product questions from potential customers through personalized videos.
These QX60 influencers include Gabby Douglas, Dule Hill, Erin Andrews, Misha Collins, and Clinton Kelly. Infiniti said their promotion videos won’t be scripted, though they will provide influencers with product information.
Jeff Pope, Infiniti America’s chief, said that the vehicle “targets customers who seek utility and premium luxury.” The brand is focused on customers who prioritize luxury and comfort, so its marketing strategy reflects that. Using star power to drive their marketing campaign aligns with the image they want to project of the QX60.
Of course, the performance of the vehicle will still matter, especially if Infiniti wants to compete with other premium SUVs. The 2022 Infiniti QX60 has fresh styling that departs from the brand’s current design language, as reported by Car and Driver.
The interior of the QX60 has more luxury and convenience features along with an upscale design. The QX60 offers a 295 horsepower 3.5-liter V6 engine and a nine-speed automatic. Front-wheel drive is standard but all-wheel drive is also available. The base model starts at $46,850.
$56,350 will get you the Sensory trim that comes standard with massaging front seats, heated second-row seats, wireless smartphone charging, and other premium features.
The QX60 comes with many standard driver-assistance features including forward collision warning with automated emergency braking and lane-departure warning with lane-keeping assist. Adaptive cruise control with semi-autonomous driving mode is available as an option.
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