Infiniti’s winter of discontent was only one chapter in their miserable 2019 story. Nissan’s premium brand struggled mightily last year, with sales taking a hit to the tune of 21% overall, and it posted a shocking 38% deficit in December compared to the same period in 2018. Naturally, the brand's executives are scrambling to stop the bleeding however they can, and now it seems like they are considering a vehicle subscription service.
Seeing What Sticks
According to Carbuzz, Nissan has applied for a trademark for the phrase “Selection by Infiniti” in relation with a phone app for activities pertaining to “temporary use” of motor vehicles. This is completely inline with what’s currently referred to as vehicle subscription service. This service, as evidenced by efforts put forth by Porsche, Cadillac and Volvo among others, comprises bundling a vehicle’s lease cost, along with insurance, maintenance and repair into one monthly payment. Infiniti's vision, ostensibly, could also include very short-term vehicle leases as well as the ability to switch between different models based on a consumer's needs and desires. The concept has had a spotty record, to a point where Cadillac has discontinued their version of it. It is, as they say, a work in progress.
Line Up Shape Up
Infiniti can’t be blamed for trying to incorporate some out of the box concepts into their strategy to move more sheetmetal here in the US. Lacking any excitement in their product lineup, Infiniti desperately wants to inject some new vigor into its sales strategy to stay afloat and ride out the storm. While the dealers and brand's dedicated buyers wait for more desirable new models to come down the pipeline, this may serve as a way to gain a bit more market share as consumers seem fairly positive about such programs.
Infinite Hope
Not all is doom and gloom at Infiniti, however. There are positive signs of life on the horizon as well, including the aforementioned new and more exciting products. We are hoping this is just the opening salvo in Infiniti’s battle to reclaim all the ground they have lost in this war.
Source: Carbuzz