Hong Kong presence will be an asset for Nissan: Simon Sproule

Simon Sproule (pictured), corporate vice-president of global marketing communications, said Nissan was assessing the ways in which TBWA would support Infiniti from Hong Kong. He said that with Hong Kong becoming a regional hub for Nissan as well as a global one for Infiniti, there would be potential opportunities for localised agency support or an expansion of relationships with existing partners.

Sproule explained the decision to base Infiniti in Hong Kong stemmed from a need to unite operations, which are currently split between Japan, the US and Switzerland, in a single location. He said Hong Kong had been chosen based on its status as a trading centre, excellent transport links and proximity to the Chinese mainland — the world’s biggest automotive market.

Infiniti began operations in North America in 1989 and the brand is focused on overseas markets rather than Japan.

“Hong Kong is a great gateway to what is expected to become the largest luxury market in the world,” Sproule said. “We have never had a presence in Hong Kong, but it will be an asset for us to be here.”

Nissan’s global marketing communications function will now be split between Japan and Hong Kong on the basis of Hong Kong’s standing as an international media centre. Key regional markets for the company in addition to China include India and Southeast Asia.

Nissan is targeting significant growth for Infiniti over the next six years. Sales currently stand at around 150,000 but are expected to increase to 500,000 by 2016.

The new structure will take effect from April next year. Earlier this year, Nissan launched a global ‘news centre’ out of its Yokohama headquarters.