Infiniti – What is luxury ?
Japan

Infiniti is a brand synonymous with luxury in the US and parts of Europe. However, Infiniti was struggling to get a foothold in the emerging Chinese luxury market.

One of the key points about the Chinese market is, the age of the luxury car owner is mid-20's compared to 30-40's in the US and Europe.

Our brief from Nissan / Infiniti was to research and identify the types of luxury consumers in China and highlight their lifestyle choices. The results gave Infiniti insights into how they need to adapt to this emerging consumer market.