"Infiniti Now" brings service, test drives, and vehicle deliveries to customers' homes.
Across the country, plenty of car dealerships are beginning to reopen their doors to shoppers, often seeing them by appointment only. However, it's reasonable to suspect that many car shoppers would avoid the dealership simply out of fear. It's that "new normal" that Nissan's premium Infiniti brand is trying to adapt to, with a new program called "Infiniti Now".
The program aims to bring as much of the dealership experience to customers' doorsteps as possible. Available through select participating Infiniti dealers, it naturally includes service pickup and delivery - something that rival marques like Ford's Lincoln brand have toyed with in the past.
Need servicing on your Infiniti QX50? Phone your dealer and they'll dispatch someone to pick it up from your home, perform the necessary service tasks, and drop it off with you when it's done.
But Infiniti Now also includes some more interesting services like at-home test drives, where customers can schedule test drives lasting up to 24 hours at home, and the dealer will deliver and pick up the vehicle. Curious to try the Infiniti Q50? Have one brought right to your door.
Similarly, at-home delivery means a new Infiniti buyer needn't set foot in the showroom to take delivery of their new ride; they can arrange to have a sales representative deliver the car to their home, complete with a demonstration of its notable features.
While Infiniti Now is a direct response to the unique challenges posed by the global pandemic, it might also be an indication of the way car sales are trending. As consumers grow ever more accustomed to doing all their shopping online, and services like Carvana threaten to undermine the traditional dealership model by offering added convenience, enterprises will have to innovate in order to remain relevant.
Don't be too surprised when other manufacturers start following suit.