Infiniti dealers will launch a regional advertising network this year that will give retailers more advertising dollars to spend on local media.
The brand's national dealer advisory board is working out the details on how much retailers will contribute and how much the factory will pay in matching funds. But David Rosenberg, the advisory board's 2012 chairman, says the group believes the network can be up and running nationwide in about 60 days.
"This will be a real boon to us," says Rosenberg, CEO of Prime Motor Group, which owns Prime Infiniti in Hanover, Mass. "It means extra money that we'll be able to spend in our markets to create a better voice and more consideration."
The move by Infiniti's 190 U.S. dealers follows the launch of regional ad groups last year at Nissan North America's mass-market Nissan Division.
Infiniti has been pushing for more market share in the face of big ad spending by luxury rivals Mercedes-Benz, BMW and Audi.
Under the plan, the dealer ad groups will still rely on Infiniti's national creative team, including Infiniti's agency TBWA\Chiat\Day. According to Rosenberg, the regional groups will make decisions about where and when to spend on additional local advertising.