Infiniti Looks to Attract China's Emerging Upper Class in China with Luxurious Dealerships
July 03, 2008
By Ed Hellwig
Guangzhou, China - This city of more than 10 million people has a mere two Infiniti dealerships. It's not much of a presence, but the number of residents who can afford a luxury vehicle is still relatively small.
Infiniti knows that's changing fast though, so it's already pushing to build dealerships that can capitalize on the rapidly shifting demographics.
Its newest store, which opened in February, is a showcase for the company's brand-building push. Yuandu Infiniti Service Co., Ltd., is a gleaming showcase of modern design and first-class amenities.
Built at a cost of $4 million (U.S.), it was relatively cheap by U.S. standards. That kind of money goes a long way in Guangzhou for adding luxury touches.
Laid out on a sprawling lot next to a similarly sized Lexus dealership, this new Infiniti flagship store has enough room outside for 40 to 50 vehicles in addition to a small test track for potential customers. The dealership also houses a half dozen service bays along with a complete paint and body shop.
Soft lighting illuminates the formal reception lobby where customers are politely greeted by
the receptionist. A short hallway connects to the main showroom lined with leather couches and wood floors. The VIP room upstairs features a full-sized coffee bar, cushy sofas and desktop computer stations. A separate lounge next to the service bays allows customers to watch their cars being serviced.
"We want customers to feel like they can come and stay for awhile without feeling pressure," says General Manager He Chunbao.
It rivals any luxury dealership in the U.S. expect for one thing - customers. There's not much foot traffic on a Tuesday afternoon, but with 63 employees there's plenty of activity throughout the facility.
Despite the absence of customers, dealer He says he's not worried. "We see the import brand luxury market in the Guangzhou area growing as fast as the rest of domestic car sales, and that's good. The buyers will come and we are well positioned to accommodate them."
Ed Hellwig is senior editor for Edmunds' Inside Line, a sister Web site to AutoObserver.
Photos by Ed Hellwig
1 - New Infiniti showroom in Guangzhou, China
2 - Lounge of new Infiniti dealership in Guangzhou, China
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