Infiniti Boss Says Upcoming Compact Car Targets a "34-year old French Lady Called Pascale"

The importance of marketing in the automotive industry has grown to such an extent that it is now involved in the very first stages of development of new cars. This explains why carmakers have begun creating a biography for a single target buyer even before starting to develop a model car.

Take for instance Nissan’s luxury subsidiary Infiniti, which already knows everything about the people who will be buying its upcoming compact model, loosely inspired by the Etherea concept (shown in the pictures) and due to appear in 2015.

“The target customer is a French lady called Pascale. She’s 34 years old, living in London with an English guy who works in banking,” Nissan global product planning boss Andy Palmer told Autonews Europe.

What does he actually mean by that? “We pick a lead market, we pick a lead customer and we research in detail that lead customer. Every car has a person with a name, an income and a lifestyle and that gives product planners a reference of where we’re going with the car,” Palmer explained.

This extreme form of customer profiling is aimed at giving designers and planners a clear focus of what is required from the car they will develop. It’s only natural that the more radical the car is, the less mainstream the customer will be.

The fictional client usually lives in the country or region where the car will sell the strongest. Nissan used the same approach when it developed the Juke and it has already identified the customer for the new Qashqai compact crossover due next year. However, Palmer didn’t get into personal details about the next Qashqai’s typical buyer, only revealing that the person is urban and European.

By Dan Mihalascu

PHOTO GALLERY

Infiniti-Etherea-2Infiniti-Etherea-3Infiniti-Etherea-4Infiniti-Etherea-5Infiniti-Etherea-6Infiniti-Etherea-7Infiniti-Etherea-8Infiniti-Etherea-9Infiniti-Etherea-10Infiniti-Etherea-11

2021 Ford Mustang Mach-E Electric SUV Shows Up In Real Life Photos

The 2021 Ford Mustang Mach-E will offer up to 300 miles (483 km) of driving range.

Forza Italia: Alfa Romeo Stelvio Quadrifoglio Drag Races Lamborghini Urus

Can the smaller, less powerful and lighter Alfa Romeo Stelvio Quadrifoglio beat the 641 HP Lamborghini Urus?.

Range Rover Hunter Doubles As A Sports Car And An Off-Roader

This eye-catching Range Rover concept features an advanced suspension that would allow it to play both roles.

Someone Paid $65k For A BMW E30 325i, Albeit A Rather Nice One

This 325i has just 6,794 miles, but still, $65k is too much for a non-M3 Bimmer.

Taking A Seven-Year Car Loan Is A Really Dumb Decision, Yet Many Americans Do It

The lower monthly payments attract buyers, but they fail to realize the interest rates are much higher.

Lyft Adding 200 Electric Vehicles To Its Denver Fleet

This is Lyft’s largest single deployment of EVs to date, and also the largest in Colorado’s history.

If You Like Audi’s New-Gen A6, Then You’ll Love The 2020 S6

A big, sports-oriented, diesel-powered S6 Sedan sounds like an interesting package, doesn’t it?.

Hunkt Canticie Is Yet Another Chinese Range Rover Sport Knock-Off

The Hunkt Canticie is priced at roughly a tenth of what a Range Rover Sport sells for .

Get One Of The Very Last 2010 Porsche 911 Sport Classics For “Just” $600,000

This is number 237 of only 250 911 Sport Classics ever made and has less than 700 miles on the odo.

Driven: 2019 Hyundai i30 Fastback N Improves On A Winning Recipe

The i30 Fastback N is very similar to the hatch, but manages to haves its own distinct personality.