Infiniti Offers Consumer Ratings and Reviews

[Jeff Kershner]

Infiniti just announced they will be the First Automotive Manufacturer to Offer Consumer Ratings and Reviews.

Reviews are are to start 1st quarter of 2011. They're going to allow owners to submit reviews directly from InfinitiUSA.com website.

The Pressrelease says they will be using Bazaarvoice to manage the ratings and reviews. I believe this is the same firm Cars.com will be using to help manage their Cars.com Dealer Reviews.


Will Infinity set the pace for other manufacturers?



Here's the entire press release...

– Reviews on Seven Different Infiniti Vehicles Available Through InfinitiUSA.com –

Recognizing both the power of recommendation and the well-established role of online research in the decision to purchase a new vehicle, Infiniti has become the first automotive company to provide consumer-generated reviews and ratings for its products on the brand’s website.

Visitors to Official Infiniti USA Site | Infiniti Luxury Cars, Crossovers, SUVs can read reviews from Infiniti owners. 900 reviews on seven different vehicles are currently available, and reviews will be continuously added as the brand solicits them through ongoing communication with its owners. In early 2011, Infiniti will allow owners to submit reviews directly from InfinitiUSA.com.

“The Infiniti ownership experience extends well beyond the driving experience of our owners and into their lifestyle, which includes peer-to-peer and social media channels,†said Ben Poore, vice president, Infiniti Business Unit. “Providing the forum for Infiniti owners to share their experience with others who are researching and considering an Infiniti is a natural extension for us of the total ownership experience. And, we know our current owners are our best advocates.â€

In addition to providing consumer-generated content on its website, the Infiniti brand is active in many social media channels because Infiniti desires to connect with owners and allow them to connect with each other. For example, in recent months Infiniti Facebook members have participated in exclusive new vehicle launch driving programs for the 2011 Infiniti M and 2011 Infiniti QX.

Infiniti’s partner in adding the owner-generated content to its website is Bazaarvoice.

“Bazaarvoice was founded five years ago with the vision of bringing the voice of the customer into the center of the brand experience,†said Brett Hurt, founder and CEO of Bazaarvoice. “Infiniti’s launch of Ratings & Reviews marks an important first for automotive sector and another key milestone for our company. We’re proud to partner with Infiniti in giving drivers a voice on the Infiniti site and providing the information that shoppers need to move from research to purchase. Reviewers are associating words like “love,†“performanceâ€, “quality,†“fun to driveâ€, and “power†with the brand, inspiring confidence in shoppers and encouraging them to spend more time with the Infiniti brand, request a brochure, visit a dealer, and ultimately become loyal Infiniti owners themselves.â€

The program began this spring and will expand over the next few months as more reviews are posted to the site and additional Infiniti owners share their reviews.

In addition to creating a transparent forum for people to talk about their Infiniti, the reviews also provide the brand with valuable information and insight.

“We value this additional channel of feedback from our customers,†said Poore. “Our team will be reviewing the content for insights and opportunities to continue to refine nd enhance both our products and our ownership experience.â€

 

[NLorenzo]

I think this is the sort of thing that luxury brands will do well at, with lower volume and the ability to more consistently supply a positive customer experience in part because of that. Additionally, a luxury car normally has fewer apologies to make since the selling price justifies the additional engineering needed to make fewer compromises that aggravate the customer. I wouldn't be shocked to see Lexus, BMW, Audi, Mercedes and quite possibly Cadillac and maybe distantly even Porsche chase down this trail in the coming year.

I'd imagine that even the higher volume groups (The Detroit 3, daddy Toyota and VW proper in particular) will wind up getting in on this sort of path eventually, but managing it when you're moving ten to fifteen times as many cars just poses that much larger of a logistics and appearances issue. I'd bet money on the fact they're going to see these other companies riding on their own high and want in, though.

Having browsed a few of the reviews for the G variants and the M, I think it's going to be exactly the same mixed bag you get anywhere else from reviews; it's just that Infiniti will be wearing this card on their forehead when they sit down to be dealt into the consumer's game of Lexus Hold 'Em.

Most read happy, some a little less than stellar or maybe even disappointed and a scant few outright peeved - just like anywhere else.

 

[Andrew Ward]

Bazaarvoice is a great company. Most of the big Internet retailers use them. I think that is a step in the right direction but wouldn't it be useful to be able to rate the dealer experience too?