Infiniti Courts Chinese Customers with new Brand Experience Center
Luxury car makers are all starting to work extra hard to both court their traditional customers and attract younger drivers that might ignore the brand because it’s too old or stodgy. Many of them, including Lincoln and Lexus, are starting to open centers that are focused not just on cars, but on fine dining and a sense of community. This month Infiniti jumped on the bandwagon, opening its first Brand Experience Center in China.
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The new brand center is in the Chaoyang District in Beijing, and will display Infiniti’s products in a setting that matches Infiniti’s design aesthetic. The automaker is calling the facility a “premium lifestyle space” and it is fully interactive thanks to high-definition LCD screens. Guests can experience a demonstration of the INFINITI Concept Vision Gran Turismo simulator at the Brand Experience center, as well as get an up close and personal look at the Infiniti QX30, which was just unveiled at Auto Guangzhou 2016.
Dane Fisher, General Manager of Global Business Transformation & Brand, INFINITI Motor Company Limited said “This is our first INFINITI Brand Experience Center globally and we are very excited that Chinese customers can get to experience it first. As a fully interactive experience, visitors can get up close with our brand understand our “Empower the Drive” brand statement.”
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A gallery space is part of the facility, and it will host various exhibits to bring fans in from the street. It also includes an outside shopping area so that anyone can pick up merchandise that matches their Infiniti vehicle. We’ll be keeping an eye out to see if any of these brand centers come to the USA, or if they all remain abroad.