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.
As part of a major automotive brand launch, our consultants worked with Infiniti’s brand agency as specialist providers of learning solutions to support this launch.
Our consultants worked with Infiniti’s brand agency as specialist providers of learning solutions to support the brand’s launch in Europe. We created a learning-based approach to a three-day induction event for all European network managers and staff.
Through a combination of ‘learning by doing’ activities which included interactive workshops, exhibitions and hands-on driving participants learned all about why Infiniti was launching, about the premium customers they would be targeting, what the Infiniti brand stands for and the customer experience it aims deliver through its products, services and showroom environments.
As they learned about the brand they began to shape ideas for how they would bring it to life and deliver a unique experience for customers in the premium marketplace.
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.