Infiniti Turns WTC Oculus Transit Hub Into a Showroom Floor

The cancellation of the 2021 New York International Auto Show didn’t get Infiniti Motor Company down. Instead, the carmaker took its new models and went to the mall—something it had planned to do anyway. The purpose wasn't a consolation shopping trip. And it wasn't for the irony of choosing the Oculus, a mall that also happens to be a major subway connection in Lower Manhattan. The U.S. division of Yokohama, Japan-based Infiniti was originally slated to display its latest luxury SUV models at the annual Javits Center show slated for Aug. 20-29. However, organizers canceled the event on Aug. 4 “due to the growing incidences of the Covid-19 delta variant and the increased measures” imposed to stop its spread. To reach the automotive buying public, Infiniti brought its latest vehicles to the World Trade Center Oculus, the modern transportation hub designed by Spanish architect Santiago Calatrava. It had always intended to show the cars there this month, though this was not meant to be its sole display. Infiniti’s New Social Campaign Acknowledges the ‘New Normal’ of Commuting Four of Infiniti’s latest SUVs—the QX50 midsize crossover; QX55 crossover coupe; QX60 three-row SUV, rolling out in October; and QX80 full-size luxury SUV, which will be introduced next year—went on display in the hub from Aug. 18-20. Floating above the vehicles was a red fabric installation by artist Daniel Wurtzel called Sine Wave; Wurtzel’s work was previously on display at the Grand Palais in Paris and the 2014 Winter Olympic Games in Sochi, Russia. Infiniti found the Oculus an attractive place to showcase its latest SUVs because the people passing through it represent the company’s target customers—higher-income and ethnically diverse individuals—in New York, Infiniti’s largest market, said Phil O’Connor, director of marketing and media for Infiniti USA. Marketing disruption According to O’Connor, the automaker had planned the socially distanced showcase in preparation for possible pandemic disruptions to its in-person brand programs. We want to be able to reach consumers who are not necessarily in the market today, to create an impression.Phil O'Connor, director of marketing and media, Infiniti USA Infiniti’s regular experiential marketing initiatives have included participation in the Japanese Automotive Invitational during the Pebble Beach Concours d’Elegance. But both events were canceled last summer because of the pandemic; the Concours took place earlier this month, though the Invitational did not. The Oculus experiential effort followed Infiniti’s spring marketing campaign with Kate Hudson. The Hollywood actor, producer, entrepreneur, author and mother collaborated with the car company on the creation of a 10-minute-long branded film featuring the QX60, whose target market is professional women. When the film was released in June, Infiniti global brand and marketing manager Phil York said, “Our research found that over 70% of our target customers feel that automotive brands do not understand them. Seeing the QX60 in Kate’s world gives us a unique chance to connect with our customers in a relevant and meaningful way.” To further promote the QX60, visitors to Infiniti's website can pose questions about the car via Cameo to celebrities including actors Dule Hill and Misha Collins, gymnast Gabby Douglas and sportscaster Erin Andrews. Striving for normalcy The Oculus display, O'Connor added, “gives us the opportunity to put our cars in front of folks—it gives them a chance to touch and feel them. “We thought it would be a really interesting thing to speak to consumers on their way through the Oculus,” he continued. “It’s such a great opportunity for us to be here, to add a sense of normalcy.” Using the Oculus for the showcase also gives Infiniti an opportunity to present itself as a “progressive brand, in a position that’s true to the brand,” O’Connor added. On the first full day of the Oculus display, 10,000 people walked by the SUVs, with one-third stopping to look more closely at them, according to O'Connor. Since the pandemic began, Infiniti has found a growing interest among prospective buyers in researching a possible car purchase online. About 60% of Infiniti dealers offer the ability to buy a car online, O’Connor said, adding that “most consumers have a desire at some point to visit the retailer and experience the car.” A buyer’s relationship to a dealer is particularly important when it comes to the purchase of luxury cars, O’Connor averred. The display at the Oculus included a list of New York-area Infiniti dealers. Infiniti’s experiential marketing efforts are ongoing. It’s taking the QX60 on an 11-city U.S. road tour that will start in late September or early October, and run through the end of 2021. The tour will stop in Boston, Washington, New York, Chicago, San Francisco, Los Angeles, Houston, Dallas, Miami, Tampa and Philadelphia. At each stop Infiniti will offer static displays like that in the Oculus, which O’Connor said will allow the public to “see, touch and feel the cars. They will be able to talk to product specialists, who can put them in touch with retailers. “We want to be able to reach consumers who are not necessarily in the market today, to create an impression,” O’Connor said.