[Editor’s Note: Car companies traditionally unveil vehicles with TV commercials, at auto shows or with a press conference. For the QX60 SUV introduction, INFINITI is making a foray into the short-film genre, something several brands are doing. To produce a crescendo, for weeks INFINITI has teased media and customers about its short film, starring Kate Hudson. Zack Snyder is the director. At 1pm ET, tomorrow (June 23) the film will debut on YouTube. In its research for the QX60 introduction, INFINITI found 70+ percent of luxury car customers feel automakers don’t understand them. We asked Phil York, INFINITI’s GM, global brand and marketing, about that finding, the short film and how he’d market a product without a Kate Hudson-sized budget. A revised version of this interview will appear in the July 2021 edition of PRNEWS.]
PRNEWS: There’s a lot to unpack. First, you found third-party and internal research that more than 70 percent of your target customers feel premium automotive brands do not understand them. That seems incredible in this era when companies seem to know so much about customers.
Did that finding come as a surprise or is it a given that the luxury car sector doesn’t understand the majority of its customers?
Phil York: In addition to the finding that more than 70 percent didn’t feel automotive companies understood them, we found fewer than 10 percent consider themselves automotive enthusiasts.
We took that as a challenge to prove we understand the empowered, busy lives they lead and to try our best to connect with this target in a different and more meaningful way.
We believe that by bucking traditional automotive press conferences and spending our energy creating a relatable, film-style reveal that integrates the…all-new QX60 into their busy life, we have found a more relevant way to connect.
PRNEWS: The 70+ percent statistic informs not only INFINITI, but also your competitors. It seems an ultra-transparent move to release it publicly.
York: All OEMs (original equipment manufacturers) use third-party research and focus groups to understand their customers.
Our focus groups on the QX60 target showed that this is a customer who juggles a million different priorities in life, from their profession, to their families and community. Yet despite the hectic pace and millions of demands, they wouldn’t have it any other way. They embrace the chaos and power through it with serenity and grace. We believe we have built the perfect SUV to help them conquer life in style.
PRN: And Kate Hudson embodies that customer’s lifestyle?
York: Yes. Kate is more than a Golden Globe-winning and Academy Award-nominated actress. She is a producer, mother, entrepreneur and New York Times bestselling author. So, the multifaceted Kate Hudson embodies our busy, complex, target customer. It's not so much about how aspirational she is, rather how our customers relate to her.
In Kate, we could celebrate the many roles our potential owners will play from the boardroom to school drop-off–which she knows well. Seeing the QX60 in Kate’s world gives us a unique chance to connect with our customers in a relevant and meaningful way, and creates the opportunity to introduce our brand through someone they identify with.
PRN: What else did your research and focus groups reveal?
York: That this customer has an appetite for a serene and spacious family crossover. They’re looking for a sleek, modern design, serene interior comfort, and confidence-inspiring technology to meet the needs of their busy schedules.
PRN: Did you consider micro-influencers?
York: Our goal for this campaign was to reach as many people as possible as we introduce the…QX60 to the world. A superstar like Kate Hudson has the reach we were looking for in this first introduction, but we will use a variety of influencers throughout the QX60 campaign.
PRN: What about authenticity? Was Hudson an INFINITI proponent before the film project occurred?
York: Kate has said that she is drawn to the modern Japanese aesthetic, however this is our first time working together.
PRN: How do you respond to critics who say Hudson, or any mega-influencer, will drive INFINITI only when paid to do so?
York: In developing the introduction of the…QX60, we wanted to find someone who would connect authentically with our target customers, not in a stuffy, unattainable way, but because she embodies this real, multifaceted, successful but approachable ethos. Kate is that person. Her grace and relate-ability create a real connection with her followers. We built the perfect SUV for this customer, we just needed help building an authentic connection. We could not have found a more perfect person to introduce us than Kate.
PRN: Why a short film?
York: Last year we drew a lot of learnings from the shift to digital reveals. Instead of waiting to speak to customers at start-of-sale, we can now engage directly and build that conversation from the moment our products are revealed for the first time.
Specifically, with the QX55, we learned that we can reach a very large audience and build momentum into a crescendo–from awareness to reservation program to launch campaign–in a way that is more effective and efficient compared to traditional launches.
PRNEWS: And Kate Hudson is in the film only?
York: Yes. This is the only deliverable that will feature Kate Hudson.
PRNEWS: Besides the short film, what else will INFINITI do to counter the 70+ percent statistic?
York: INFINITI takes a very real and authentic approach to luxury. We believe that luxury should be lived in and make room for the real, busy lives our customers lead. We believe this authenticity and style of communication will connect with this active customer throughout our marketing efforts from the reveal of the QX60 to the way we bring it to market.
PRNEWS: We assume INFINITI has a significant budget for marketing. If worked outside the luxury car industry–let’s say your company makes paper products–how would you go to market with a new product?
York: In my experience the strongest marketing efforts have less to do with budgets and more to do with how well your message connects. Every great marketing strategy should begin with listening to your customers and building a plan that will help you connect on their terms. You don’t need big budgets or celebrities, you just need to demonstrate that you understand the customer and can deliver what they need to succeed.