As Ford Motor Co. experiences its worse year in sales ever, Nissan Motors *** Infiniti brand feels confident enough to boost its marketing budget by 20 percent this year and to concentrate on women consumers as the target in its campaign to sell new small crossovers and the G Coupe. Interestingly, the push for more women buyers is due to the fact that Infiniti buyers are male by 64 percent.
To reach women, Infiniti plans to focus its marketing campaign on the Internet, women’s magazines, and events. Last year, the automaker worked in conjunction with Wired Magazine and American Express with Wired creating a pop up store in Soho where visitors could see new technology and gadgets and a display of the new Infiniti G sedan.
Our take? We’re actually surprised by this article. Many of our female staff find the Infiniti very attractive, especially the coupe, so the issue may be simple marketing. We have confidence that women will find favor in the brand which continues to have top-notch models.