Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles
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Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles

Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles

 

Infiniti, who has been quite silent recently, has attracted attention because of its global president’s “flashing words”. On May 7, local time, Fiat Chrysler Group (referred to as “FCA”) announced that former Infiniti global president Christian Mucker has been appointed as the global president of the Jeep brand. Infiniti subsequently issued a statement confirming the news. And this is less than 4 months since Muk became the president of Infiniti.

Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles

Changes are not limited to high-level personnel. Infiniti began to adopt a strategy of “shrinking the front” in the global market. In March this year, it launched a global business restructuring plan and will withdraw from the Western European market and focus on the Chinese and American markets. At the same time, Infiniti hopes to save the decline through the electrification strategy, but whether it can succeed or not is still uncertain.

Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles

 

Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles

Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles

President’s “flash speech” meets high-level turmoil again

On May 7, local time, FCA announced that the former Infiniti global president Muke has been appointed as the global president of the Jeep brand and concurrently a member of the group executive committee. The appointment will take effect immediately.

Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles

Shortly thereafter, Infiniti also issued a statement stating that Muke had resigned “for personal reasons.” Before officially appointing a new brand leader, Nissan’s Chief Quality Officer Christian Van Den Hender will temporarily replace Mukher in charge of Infiniti’s global business.

 

It is worth noting that Muk’s resignation is less than 4 months after his promotion to Infiniti’s global president. On January 8 this year, Nissan announced that Mukher was promoted to President of Infiniti Motors Co., Ltd. and Chairman of Infiniti Management Committee, responsible for managing the Infiniti brand and all global businesses. In this regard, an internal Infiniti employee told the Beijing News reporter that it is expected that changes in the global top management will not affect the strategic direction of the Chinese market for the time being.

Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles

In fact, since the end of last year, Infiniti’s high-level changes have been frequent. In December 2018, the former Dongfeng Infiniti and Infiniti China general manager Lu Yi resigned. Soon thereafter, it was reported that Lei Xin, executive deputy general manager of Dongfeng Infiniti, had also resigned. In March of this year, Mao Limin, the former head of the after-sales service department of Dongfeng Nissan’s marketing and sales headquarters, was appointed as the general manager of Dongfeng Infiniti and Infiniti China.

Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles

Withdraw from Western Europe and focus on the Chinese and American markets

In addition to high-level turmoil, Infiniti’s global strategy is also undergoing adjustments and changes. In March of this year, Infiniti announced its global business restructuring plan. It will withdraw from the Western European market in 2020 and shift its energy to the US and Chinese markets.

Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles

“Infiniti has always struggled to effectively meet strict European emission regulations and other regulatory requirements.” Infiniti’s chief spokesperson Trevor Hale said, “The business reality that Infiniti faces in Western Europe is that there is no viable and sustainable business, especially Taking into account the regulatory challenges.” Public data shows that Infiniti’s sales in Western Europe in 2018 were only 5,800.

It is reported that the production of Nissan’s Sunderland plant in the UK will be affected first, and Infiniti will stop production of Infiniti Q30 and QX30 in the middle of this year. Public reports show that the sales of these two cars are not as good as expected. For example, QX30 sales in the United States in 2017 were 14,093 units, but in 2018 it dropped to 8,101 units.

At the same time, Infiniti has placed more expectations on its first and second largest markets-the United States and China. According to Infiniti’s business restructuring plan, more resources will be tilted to the US and Chinese markets in the future. In the next five years, Infiniti will strengthen its SUV product line in the US market and will launch five new models in China.

Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles

Growth is blocked and bets on new energy

However, Infiniti’s performance in the US and Chinese markets has not been satisfactory. Data show that in 2018, sales in the U.S. market fell by 2.7% year-on-year to 149,000 vehicles; the cumulative sales of Dongfeng Infiniti, the Infiniti joint venture in China, were 28,900 vehicles, a slight increase of 3.97% year-on-year. Under this circumstance, Infiniti’s global sales in 2018 fell 5.2% year-on-year to 230,000 vehicles.

Under the difficult situation, the new energy vehicle market has become the key to Infiniti’s reversal of the decline. In January 2018, Infiniti announced that it will launch new models equipped with EV electric and e-POWER technology starting in 2021, which will fully enter the “electric era”; it is expected that by 2025, 50% of Infiniti’s global sales will come from electric vehicles. Among them, as of 2022, 25% of Infiniti’s product matrix in China will be electric vehicles, and it will be fully electrified in 2025.

Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles

However, the industry has doubts about Infiniti’s attempt to break through new energy vehicles. A senior industry insider said in an interview with a reporter from the Beijing News that Infiniti’s new product introduction speed has been lagging behind its competitors, which is also one of the main reasons for its slow sales. “At present, basically all luxury brands are focusing on new energy vehicle layouts, but Infiniti will not have its first electric product until 2021. It is difficult to say how many competing products will there be and how much Infiniti’s advantage will be.”

Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles

Infiniti meets high-level turbulence again, Presidents flash words draw attention to growth and bet on obstacles
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