Infiniti entered China’s luxury car market more than ten years ago. It has been bearing the hallmark of a Japanese carmaker and under the squeeze of Germany’s BBA (BMW, Benz, and Audi). As such, there hasn’t been any breakthrough in branding and consumer experience for a long time.

With the slowdown of China’s economic growth and plate control in major cities, Infiniti has faced cut-throat competition from its rivals. Furthermore, it’s urgent for the company to explore the value of its existing 100 thousand-plus customers.

Objectives?

1. To build a totally new brand image and product image using mobile Internet tools, targeting the “Dare to Love” groups

2. To create a tech-savvy user experience where features are more important than socializing, so as to activate the users and demonstrate the unique advantage of luxury cars in connectivity

3. To optimize dealer’s experience and dramatically increase the repurchase rate through big-data

1. Create the “Dare to Love” tech-savvy experience of connected vehicles: Offer a user experience across multiple platforms for the owners, and provide multiple mobile services for car use to them, to activate them and get the good word-of-mouth (WOM) from them

2. Create a life-cycle service system for the owners: Meet the personalized needs of different levels of customers through different matrices of services, information, and events, to keep increasing customer loyalty

3. Build a platform aiming to increase customer’s activity level and loyalty: Create an app with multiple functions on a single platform, and integrate fragmented brand resources, to provide more direct, more diverse and more unique services for the users

4. Create a customer service & experience center: Encourage members of the online owners club to participate in offline events, and spread the offline WOM of the owners in the online community, to form an infinite O2O loop regarding the services and