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January 24, 2007

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Yvonne DiVita

Sean, your point is very interesting. My beef (if I may use that word) with Infiniti is that they aren't targeting the females with the money to buy their cars. The younger women you seem to be talking about are into American Idol - and can't afford much more than their fancy cell phone. The young women who can afford a luxury car are a small percentage of the buying public. Women of a certain age who can afford luxury are out there and eager to spend.

As for our "brand preference" having been established - don't bet on it, bucko. We ladies are out to pamper ourselves and so far, the world has not beat a path to our door. Infiniti has a chance to get us - now - before we latch on to another brand.

And, best of all, we still have influence with our daughters - so, if you don't get us, well... we can help you get the young women with the $$$. Bet on that!

Romer!can

If long term trending is any reflection of humanity, I might guess it's just a blip. An interesting, fun, welcome blip. But a blip nonetheless.

Anyway, what I wanted to suggest is that you may have misunderstood Infiniti. I thought you were too quick to attack them for belittling women.

In fact, I believe Infiniti has very much done its research and realizes they are woefully misunderstood by women.

But it was a poor word choice to say "women don't understand the brand." What the PR spinsters should have said was, "Infiniti has realized it's done a piss poor job of messaging to the young female demographic which is a key component to its long term branding strategy."

Women aren't dumb. And I think you didn't need to "fly off the handle." Okay, okay, you weren't that excited. But what I mean to say is that I believe Infiniti has realized precisely what you said.

The younger gals want a material object that their friends will drool over. Get those all important envy points.

So, apparently, Infiniti is going to try to pluck this jealousy string as a tactic for convincing young women to buy a car that will pamper them like the special angels they are, make them look like the sexy beasts they are, and make their friends look up to their coolness.

The attempt to get in on the male market has failed for Infiniti. Their ads about powerful speed, luxury refinements, and getting laid innuendo has not been able to compete with Mercedes and BMW.

So, they turn to the next market which is often underserved: the ladies. But they won't go for the mommy stationwagon bit, they wont appeal to the 20 year old tree hugger, they won't scramble after middle aged women who probably already have a brand preference that's been long established.

No, they'll go for the same sexy ploy formerly targeted at men, now apply it to young women and try for the "pepsi generation" approach that has worked so well for a number of brands.

Yeah, I think they did their research. And I think they have a strong chance to succeed. They just need to re-phrase things so they stop putting their collective foot into their mouth (or else, they will have ultimately failed in learn about women).

Yvonne DiVita

Derek, that's an excellent point - and one I was thinking about as I wrote the post, but... I got distracted. I often wonder about statistics - and although I quote them here, I expect readers to do due diligence and keep an open mind on all things with numbers - they can be so misleading!

That said, I do think young women today are less inclined to rush out and get married, or even move in with a significant other. And, I know, personally, that many women are opting to be single parents on purpose. Is it a sign or a trend or... just a blip on the timeline of human existence?

Derek Vanderlinde

Yvonne,

The 51% statistic from The New York Times is misleading. If you dig down into the statistic I believe you will find it includes unmarried teen-age girls, women whose spouses are in the military and stationed elsewhere, women whose spouses are institutionalized, etc. .

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