Infiniti strengthens its agency team prior to Australian launch – Whybin\TBWA Melbourne, Carat and Eleven PR included in group
Infiniti, a globally established challenger luxury car brand from Japan arriving here in August, will be the first new brand to enter the Australian luxury car market in
the last 10 years.
Kevin Snell, Infiniti’s general manager, has been assembling a team of Australian agencies to ensure the best strategic brand positioning and impactful awareness at launch.
The agencies, based in both Sydney and Melbourne include Whybin\TBWA Melbourne,
Carat and Eleven PR. All agencies have been working collaboratively with the team at
Infiniti to evaluate the market, determine the optimum brand positioning and formulate
integrated communication plans to launch not just the new vehicles, but the brand itself.
Last weekend, the Australian public had their first sneak peak of the new Infiniti model range
at the Australian Formula 1 Grand Prix in Melbourne, where there were a number of
hospitality and experiential activities for both the public and VIPs. Infiniti has partnered
globally with the reigning Formula 1 world championship team, Red Bull Racing due to
their shared commitment to performance, design and technology. This has led to a number
of media and PR opportunities including access to racing champions Mark Webber and
Sebastian Vettel, who helped design the Infiniti FX Sebastian Vettel Version concept car in
2011.
Later this year Infiniti will also be leveraging a second unique partnership with Cirque Du
Soleil. Similarly both brands embody the spirit of inspired performance; in particular to
Cirque Du Soleil through a commitment to craftsmanship and a devotion to perfecting
movement into art and passion.
The Infiniti brand will represent a new choice in performance luxury for those people who
don’t want to follow the crowd. Aside from the inspired driving qualities of the car itself, the
brand will set itself apart through the ‘Infiniti Total Ownership Experience’. Infiniti believes in
delivering service and hospitality that consistently goes beyond, underpinned by the
Japanese philosophy of “Omotenashi”, the principle behind Japan’s famed hospitality.
Infiniti’s Australian customers will therefore experience service more akin to that found in a
luxury boutique hotel than a prestige car dealership.
Says Snell: Infiniti’s Australian targets are ambitious but do not include the same ‘market share at all costs’ pursuit undertaken by its luxury segment competitors. The Infiniti long term ownership experience is our first priority. We’ve assembled a strong team and have a strong belief in our brand. I’m very confident and extremely excited about the year ahead.”
From August, the luxurious range of Infiniti cars will comprise a performance SUV cross-over (the Infiniti FX), a dynamic full-sized sedan (the Infiniti M) and two sports two-door models, the Infiniti G Coupe and the Infiniti G Convertible. Further models are planned for release in Australia from 2013.
4 Comments
No reference to Nissan? And no link therefore to the ‘assembled team of Australian agencies’ that just happen to also be involved with Nissan. Feels like an attempted deception to me.
Blah blah blah. It’s Nissan’s Lexus, that’s all you need to know.
TBWA didn’t do anything… global alignment with Nissan.
better strengthen it bit more. sent numerous tweets asking more on cars, dates and details… crickets.