2003 Infiniti G35 Launch Training

Challenge:
Launch a sporty vehicle into a luxury brand

The 2003 Infiniti G35 heralded more than just the launch of a new performance sedan. It marked the beginning of a new category — sports vehicles — for a luxury brand.

Infiniti took a bold stance launching this category. The goal was to make G35 the highest volume vehicle in the lineup, and in doing so, invigorate the entire brand. Lofty goals for an unknown vehicle carving its way into a highly competitive market.

Our job was to help Infiniti develop the training and materials to get G35 — and Infiniti — where it wanted to go.

Solution:
Create materials that educate about the vehicle and the buyer

Infiniti sales consultants are well-trained professionals, but many were unfamiliar with the sports/performance vehicle category — and the kind of buyers to expect. We helped design launch training that covered the demographics and buyer mindset, and reiterated the Infiniti brand promise.

We produced the facilitator guide, participant workbook, handouts, and job aids. The materials had a twofold purpose — to assist with training, and act as follow-up reference materials.

So did Infiniti achieve its sales goals with G35? Nope. It exceeded them.

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