Launching a new automotive brand in Europe
After 18 years’ operating exclusively in the US and Japanese markets, Nissan decided to launch its premium brand – ‘Infiniti’ – in Europe.
Learning by doing
As specialist providers of learning solutions, we supported the launch of Nissan’s Infiniti brand in Europe with the creation of a three-day induction event for all European network managers and staff. The learning-by-doing based approach included interactive workshops, exhibitions and hands-on driving.
Participants were engaged in the Infiniti story: why it was launching, about the brand, the premium customers being targeted and the customer experience they needed to deliver at every customer touchpoint.
Enabling launch success
The programme was very well received and contributed to the brand’s successful launch across Europe. The learning process continued to be used as further European countries came on stream in the following years.