Create a spring sales campaign that reinforces Infiniti’s positioning of Empower the Drive.
As a brand that challenges the conventional luxury automobiles, Infiniti wanted to set themselves apart from the competition. To do this, we tapped into an interesting truth about wealthy families: They, very seriously, pass down their sophisticated tastes, including their choices in automobiles. So we wanted to encourage drivers to start their own legacy instead of following their families’ old tradition.
Infiniti saw a 4.5 increase in April sales vs prior year and a 3% increase in May sales vs. prior year. QX50 and QX60 each had their best April and May sales ever. Q50 had its best April ever. And overall, Infiniti crossovers and SUVs sales were up 37% in April vs. prior year and up 62% in June vs. prior year.