Master technicians at heart of Infiniti's pursuit of quality

Positive outlook

Kirchert said despite some fluctuations, Infiniti is positive about the Chinese auto market and the Chinese economy, saying the premium auto segment will grow 10 percent annually in the next five to 10 years.

Based on that outlook, Infiniti is expanding its sales network.

"We now have 95 dealerships in China and the number will grow to 100 within this year. We will open another 20 to 30 in 2016," he said.

Considering the pressure on dealers as a result of the economic slowdown and strong competition, Infiniti has proposed smaller and more flexible types of dealerships.

"They are good choices for small cities as they can meet customer demands while not involving a great deal of investment. In fact, many investors are very supportive of such dealerships."

Kirchert said one highlight of Infiniti's work this year is having thorough discussions with dealers to maintain their development.

"We pay much attention to inventory levels. And we believe a reasonable period is 45 to 60 days. The dealers and corporate headquarters have the same goal and make many decisions together. Infiniti will offer firm support to our dealers and ensure a win-win result."

Kirchert also said Infiniti will make stronger efforts to use soft power instead of engaging in price wars.

"Our brand is more recognized in China than it was a year or two ago. Our concept of Gan Ai, our performance and beautiful design have won us more and more customers,

"In some ways, our jujiang spirit represents our commitment to long-term development in China: We do our jobs well and we focus on sustainable growth. It does not matter if on some days our growth slows because that is not the most important thing. What really matters is that we do not compromise quality," said Kirchert.