Previously available only in the U.S. market, Infiniti recently took its brand of luxury cars global market and has seen a significant increase in sales. Infiniti’s success is due to the effective strategies it developed during its international expansion. The following are a few automotive marketing lessons you can learn from, no matter what industry you’re in:
Localization Equals Globalization
Infiniti’s success resulted partly in the fact that it chose to target specific regions and localize its marketing at the start, rather than blanketing the entire international market at once. Daniel Kirchert, managing director of Infiniti China, explained in an interview that the company developed a strategic localized marketing plan in China because it is currently one of the largest international markets and is a gateway to other foreign regions.
Infiniti is not simply redirecting its already established automotive marketing efforts in China. By localizing, the company is also tailoring its branding strategy to that specific culture.
“We’ve created a very unique way of expressing our values in Chinese to address our local consumers,” Kirchert said. “We’ve localized the majority of our management team. These are all top people from the industry. They understand the market and consumers.”
Creating a Singular Brand Voice
Although localization is a key part of Infiniti’s global marketing success, the company also understands the importance of a consistent tone across the entire global brand. Infiniti recently hired global advertising agency Crispin Porter + Bogusky to be responsible for all key global markets, including the United States, Europe, and Asia. Focusing all international marketing under a single team ensures the company’s various regional campaigns are centered on the same core values and voice.
In 2011, Infiniti established a lucrative partnership with Red Bull as a sponsor of Red Bull’s Formula 1 racing team. Two years later, they extended their deal, and Infiniti became a title partner by being involved in the technological side of the team as well as sponsoring it. The partnership benefits Infiniti’s global market positioning efforts twofold. Being associated with Red Bull, a brand that already has a solid global reputation, helps Infiniti reach a new audience of Red Bull’s loyal customers. Additionally, becoming a major financial and technological player in the world of Formula 1 racing gives Infiniti a new level of respect among automotive and racing enthusiasts.
Infiniti understands why attention to cultural context is important to successful website translation. Its international site offers a “glocal” experience by targeting each region not only in its own language, but with an awareness of cultural differences. Each country’s page isn’t just a translated copy of the last—it is a unique site with content tailored to each specific culture and region. To create this glocal experience, look for a translation management system that allows your translators to see their translations in context as they’ll appear to your customers.