'Infiniti Now' Shifts Messaging, Acknowledges 'New Normal'

Infiniti is launching Infiniti Now, which aims to  support auto buyers on the road toward a “new normal" with expanded services as the pandemic continues.

Participating Infiniti retailers are scheduling services to meet customers where they feel the most comfortable, such as at-home vehicle delivery. The program also includes the frequent enhanced cleaning of high-touch areas and the implementation of social distancing within retail stores. 

The pandemic has broadened the set of considerations from consumers, says Phil O’Connor, director, marketing communications and media, Infiniti USA.

“They are now more readily considering remote sales and service, dealer sanitization processes and social distancing within dealerships,” O’Connor tells Marketing Daily. “Our messaging will seek to communicate how this evolution benefits consumers.”



Infiniti Now pulls together all of the sales, service and in-dealership processes which are evolving to meet consumers needs, he says.

“Some of these needs are new, and some have simply been accelerated by the pandemic,” O’Connor says. “Infiniti Now is comprehensive and makes it easy for consumers to understand the magnitude of changes being made at Infiniti Retailers to address the pandemic.”

To promote the program, Infiniti is launching a 30-second and 15-second cutdown spot from Crispin Porter Bogusky that features stock footage of various Infiniti vehicles. 

“As we all move back into the world, your Infiniti retailer might not be the first place you’ll want to go, and we get that,” according to the voiceover. “Go, explore, do the things you’ve been waiting to do. We’ll meet you there. Experience Infiniti Now. Service, test drives, purchase and leasing that comes to you.”

Infiniti Now will also provide consumers with a one-to-one personal digital shopping tool designed to connect directly with Infiniti retail product experts. The program can be accessed on or through a participating retailer website. Consumers can speak with a local retailer via text or video. Beta testing in select markets has already begun, with a full rollout for participating retailers beginning July 1.

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