Infiniti Introduced to the Chile Market

Infiniti

A Marketing Strategy for Chile

Justin McBride, Nitesha Gutha, Aidin Mohammadi, Juan Ardila

April 16, 2012

Executive Summary

Infiniti, the luxury division by Nissan, known for its’ combination of high performance and luxury, provides customers with more than just a “ride”, but an experience. Infiniti has a variety of models, including the Infiniti G(Coupe), the FX 35(sedan), the QX 56 (a SUV), and the M(sedan). The G series currently accounts for 60% of the Infiniti sales. One of the key strategies that Infiniti should utilize is that of reaching out to emerging global markets. One such market that has been identified as a location of economic growth is that of the South American country of Chile.

In order to increase sales of the Infiniti brand, it seems logical to establish strong footholds in emerging economies. Several countries were considered, but Chile was particularly attractive for its economic strength, low tariffs, proximity to other possible markets, and rising middle class. The market share of vehicles is spread between many different companies, and could be a good location to try and establish a dominant luxury line in order to the Infiniti image to be viewed as the first and best luxury vehicles.

With the global economic crash in 2009, many markets in Chile took a hit. However, 2010 was an excellent year setting all-time highs in new car sales. The following year, 2011, only made things better with another significant increase in new car sales. The future forecast for new car sales in the country looks bright with analysts reporting more record breaking numbers.

The Infiniti is an ideal brand to bring to the market because it has been successful when entering into new global markets, has a good reputation, is actively involved in research and development, combines luxury and performance, and is more affordable than its’ German rivals.

The economic climate in Chile presents many opportunities for the Infiniti brand....