Podcast
Questions and Answers
What was the main goal of the Horizon Task Force within Nissan?
What was the main goal of the Horizon Task Force within Nissan?
Which key concept did the Horizon team decide to focus on for INFINITI?
Which key concept did the Horizon team decide to focus on for INFINITI?
What unique experience did INFINITI promise its customers upon launch?
What unique experience did INFINITI promise its customers upon launch?
Who led the Horizon Task Force at Nissan?
Who led the Horizon Task Force at Nissan?
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Which luxury brands were Nissan competing with in the American market during the inception of INFINITI?
Which luxury brands were Nissan competing with in the American market during the inception of INFINITI?
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Which non-automotive brands did the Horizon team benchmark for customer satisfaction?
Which non-automotive brands did the Horizon team benchmark for customer satisfaction?
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What year did the INFINITI brand officially launch?
What year did the INFINITI brand officially launch?
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What was one of the industry firsts introduced by INFINITI at launch?
What was one of the industry firsts introduced by INFINITI at launch?
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What was one key characteristic of INFINITI's first model, the Q45?
What was one key characteristic of INFINITI's first model, the Q45?
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What was the primary focus of INFINITI as a brand according to Dean Leathers?
What was the primary focus of INFINITI as a brand according to Dean Leathers?
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What approach did INFINITI take to launch its brand that set it apart?
What approach did INFINITI take to launch its brand that set it apart?
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What was the impact of INFINITI's launch on luxury competitors?
What was the impact of INFINITI's launch on luxury competitors?
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What was unique about the opening of INFINITI's retail locations?
What was unique about the opening of INFINITI's retail locations?
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What unusual feature did the Q45 lack compared to its European competitors?
What unusual feature did the Q45 lack compared to its European competitors?
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What was the purpose of the week-long training program for INFINITI's internal teams and retailers?
What was the purpose of the week-long training program for INFINITI's internal teams and retailers?
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What was a unique feature of customer service promised to buyers of early INFINITI cars?
What was a unique feature of customer service promised to buyers of early INFINITI cars?
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Study Notes
Introduction of INFINITI
- Established by Nissan in 1985, targeting the upscale American market.
- Aimed to create a luxury brand amidst a lack of Japanese alternatives in the U.S. luxury segment.
Formation of the Horizon Task Force
- A secret team of Nissan executives formed to develop INFINITI, led by Takashi Oka.
- Comprised members from design, engineering, marketing, and sales.
Market Context
- Rise of luxury brands: Acura by Honda and Lexus by Toyota, both launching in late 1989.
- INFINITI was conceptualized as a human-centric alternative to existing luxury automotive offerings.
Customer-Centric Approach
- INFINITI's philosophy emphasized the overall ownership experience over just the vehicle.
- Benchmarking against premium non-automotive brands such as FedEx, Four Seasons, and Nordstrom.
- Introduced the Total Ownership Experience, focusing on no-haggle pricing and quality service.
Original Vision and Brand Identity
- Aimed at confident, independent buyers. The core identity revolves around being Daring, Human, and Progressive.
- The vision has remained consistent throughout three decades of growth.
Launch of the First Model: Q45
- Debuted as a performance sedan without traditional luxury elements like wood trim or a large grille.
- Featured advanced technology such as Hydraulic Active Suspension, setting industry standards.
- Logo design symbolized innovation and a forward-thinking ethos.
Retail Strategy and Impact
- Simultaneous opening of 51 retail locations in the U.S. on November 8, 1989.
- Exceeded sales goals in the first year with 55,000 cars sold, surprising luxury competitors.
- Provided customers with free loaner vehicles during service, enhancing customer satisfaction.
Legacy and Continuing Innovation
- INFINITI's founding principles still guide the brand today, with a focus on pioneering technologies.
- Launched the VC-Turbo engine in the latest QX50 crossover, showcasing ongoing innovation.
- Celebrating milestones such as the 30th anniversary with a commitment to customer-driven luxury experiences.
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Description
Explore the origins and development of the INFINITI luxury brand established by Nissan in 1985. This quiz delves into the formation of the Horizon Task Force, market context, and customer-centric philosophy that shaped INFINITI's identity in the luxury automotive market.
