Auto shows may be coming back to life in places, but car brands are continuing on largely as if they haven’t. The latest exhibit is the public “reveal” of Infiniti’s all-new version of its three-row QX60 SUV. The introduction announcement stars actress Kate Hudson, but not on a convention-center stage in Detroit, Los Angeles or New York — she’ll be in an online-only short film that debuts June 23.

The move makes sense for a number of reasons, Infiniti executive Phil York told me. “In the past, reveals were primarily physical events targeted at journalists, and we didn’t start speaking directly to customers until the start of sales, months later,” said the general manager of global brand and marketing for the Nissan-owned luxury brand.

“We have discovered the switch to digital allows us to start the conversation with customers from the moment of their first impression, through reservation programs, first drives and then to the ad campaign at the start of sale.”

Nissan discovered something else in its research behind the recruitment of the Golden Globe winner and Academy Award-nominated actress, producer, entrepreneur and author: More than 70 percent of Infiniti’s target customers felt that automotive brands didn’t understand them.

“We took that as a challenge to prove we do understand the empowered, busy lives they lead and to try our best to connect with this target in a different and more meaningful way,” York said. “We believe that by bucking traditional press conference and spending our energy creating a film-style reveal that integrates the all-new QX60 into their busy lives, we have found a more relevant way to connect.”

The relevance of the second-generation QX60 won’t be in question in a U.S. market where three-row SUVs have become all the rage and into which several brands have introduced all-new nameplates over the years. The issue is how can Infiniti boost its share of such a newly crowded segment.

Infiniti is touting the all-new QX60’s “sleek modern design, serene interior comfort, and confidence-inspiring technology.” York believes another part of the answer is Hudson, embodying in the film “the many roles our target customers play from the boardroom to school drop-off,” York said. “Few people conquer as many roles with the heart and grace of Kate Hudson. She has a real, approachable style that invites people into her world.”

According to Infiniti’s research, 92 percent of target buyers for QX60 hold leadership positions at work, while 62 percent are actively involved with teaching their kids. They’re highly philanthropic and “likely to be the go-to friend for advice,” the company said in a press release. “This is a person who is sophisticated but loves self-deprecating characters who don’t take themselves too seriously.”