Luxury is not what it used to be - it's better. Throughout history, luxury has been defined by exclusive possessions that few could afford. Today, many luxury consumers prefer unique experiences over designer labels. In essence, it's not about what you have but what you do.
INFINITI has captured this cultural shift in its "Luxury Should Be Lived In" communications approach, redefining luxury in the automotive industry.
Phil York, Senior Director of Global Brand and Marketing at INFINITI, shared his insights as to how INFINITI is setting itself apart in a crowded space. With a focus on inspiration rather than aspiration, consumers have the opportunity to experience life in authentic and meaningful ways.
"We believe that in our core, we are a human and forward-looking brand and those ingredients may set us apart from other luxury players," he maintained. "It's about how you live life. It's not so much about owning the INFINITI QX50, it's about the road trip you take with the QX50 and the memories you create."
Redefining Luxury for 30 Years
When the INFINITI brand launched in 1989, it was considered a challenger brand for redefining what it meant to be a premium automotive company.
Takahasi Oka, Principal Product designer of INFINITI's first vehicle, the Q45, said, "INFINITI is based on a new definition of automotive luxury. Instead of an overabundance of opulent features—which simply impose arbitrary standards of luxury on the individual—our approach was to reassert the value of simplicity. Thus, by redefining the traditional concept of luxury, INFINITI redefines the motoring experience."
Though INFINITI has not officially been saying "Luxury Should Be Lived In" for long, the brand has embodied the mantra for decades.
"If you go back to our brand roots when we were created 30 years ago, we wanted to challenge the conventions of what existed in terms of luxury cars in the US," said York. "We wanted to rethink what luxury means to our customers and that's where Luxury Should Be Lived In comes from."
Behind "Luxury Should Be Lived In"
While looking to deliver on its role as a challenger brand, INFINITI discovered three key consumer insights.
An INFINITI customer is self-driven, meaning they pursue their own path and live a fluid lifestyle. They are open-minded and confident in themselves, choosing brands that reflect their personality and not someone else's idea of who they should be. Lastly, they are forward-looking and are continually seeking out new ways to grow.
York said they looked at different types of data that uncovered current insights and trends into the meaning of luxury to different demographics.
"Luxury is becoming more accessible. And the under 40s population is going to become an increasingly important consumer group for luxury products," said York.
"You see a different spending pattern - disposable income is spent much more on experiences, travel and technology instead of traditional possessions that we once associated with luxury. That's what's informing our communication - the idea that it's what you do with luxury that counts."
Essentially, the INFINITI customer chooses authenticity over anything else, which is why the brand is leading a new conversation: luxury is about living, not buying.
Living In Luxury with INFINITI
A collectible watch or designer clothing no longer stands as a sign of one's status, because today's consumers want something that will provide them with lasting memories. INFINITI recognized that the measure of happiness isn't in the material possessions, it's in experiences and life moments.
INFINITI, champions this way of thinking so that they feel freer to live their everyday lives in a beautiful, comfortable vehicle.
"Our target customers are going to consider luxury to be about experiences, pleasure, enjoyment and making the most of their time," York explained. "The luxuries we can provide are often simple pleasures.
And with INFINITI technologies like ProPilot Assist, consumers can actually enjoy the simple pleasure of driving.
"Assisted driving, as with ProPilot Assist, is about giving the driver confidence," said York. "We don't want to replace their skills. We want to give them a less stressful driving experience so they can enjoy life on the road."
The Look of Luxury Around the World
Luxury is also about authenticity.
"We and our target costumers consider luxury to be about experiences and making the absolute most of their time," said York. "To a certain extent, it boils down to those simple, authentic pleasures, like spending time with family, going back to your roots or just spending time in nature."
And this type of luxury has global appeal. INFINITI has showcased how people from all walks of life use their car in different ways in different markets.
In the U.S., INFINITI has showcased how people use their cars in the summer months. Between the salty surf and the soft sand, INFINITI drivers are shown enjoying the beach to the fullest, rather than worrying about a messy car.
In the Middle East, an INFINITI ad features a group of guys going out on a weekend together, appreciating the time to reunite with one another.
In China, INFINITI celebrates with a family welcoming their second child. Parents and grandparents arrive in a QX60 to collect the new family member from the maternity ward.
The brand has also partnered with NBA star Steph Curry on the "Life, Lived" video series. In the first episode, Steph enjoys an afternoon of karaoke and ice cream with his children in the backseat of his QX50.
"If luxury is about life experiences, your car is there to make this possible," said York. "From the driver's seat of an INFINITI vehicle, using your car everyday will feel effortless, comfortable and genuinely fun."