Infiniti Opens 3 'Brand Concept Stores' To Expand Presence In NSW, QLD Photo:
Tony O'Kane | Dec, 05 2014 | 6 Comments

Infiniti has broadened its showroom presence by opening what it calls "Brand Concept Stores" in three popular shopping precincts in Sydney, the Gold Coast and Brisbane.

While not full-fledged showrooms, the concept stores will allow Infiniti to expose itself to a broader section of the population, hopefully helping it raise brand awareness and give a much needed boost to sales.

So far this year, the Japanese luxury automaker has sold just 397 vehicles.

Last month Infiniti sold 14 Q50 sedans while rival Lexus - the slowest-selling luxury brand until Infiniti's arrival - sold well over ten times as many IS models.

Audi's aging A4 outperformed the Q50 by a similar margin, while Mercedes-Benz sold over 800 of its freshly-launched C-Class range in November.

It's a dire situation for Infiniti, especially given the Q50 (pictured) is the most popular model in its four-car stable.

Infiniti's small range of products is no doubt one of the reasons for its slow sales progress since launching in Australia in August 2012, but poor brand awareness and a small dealer footprint compound the issue.

However the company hopes three new Brand Concept stores will at least go part of the way to fix the latter two problems.

Shoppers at Westfield Miranda in Sydney, Westfield Garden City in Brisbane and the Robina Town Centre on the Gold Coast will be able to check out Infiniti's offerings first-hand without needing to step into a showroom.

“Expanding our retail capacity is the next logical step in the Australian development of Infiniti,” said Jean-Philippe Roux, Managing Director of Infiniti Cars Australia.

“Bringing our range of vehicles, including the new Infiniti Q50 sedan, to a large shopping audience during the busy Christmas period is an ideal way for people to encounter and experience our brand, especially in a setting that isn’t reminiscent of a traditional new-car dealership.”

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