Branding strategy wants to emphasize its emotional appeal to consumers on Mainland

More than 10,000 attended the 2014 Infiniti China Festival, the automaker's largest-ever brand show, at National Stadium in Beijing on Jan 11.

The star-studded event was the celebration of the Infiniti brand, featuring the China debut of international diva Katy Perry and star performances of super popular Jimmy Lin, as well as fun loving Harlem Yu, China's pop vanguard Chris Lee and whistle register singer Jane Zhang.

Infiniti sees Chinese luxury car market expanding

New designs for Infiniti

Infiniti also officially unveiled its new brand concept - "Gan Ai" at the festival, meaning dare to love, which underscores the emotional bonds between people.

A latecomer in China's luxury car club, Infiniti has invested continuously in brand building to differentiate itself as an emotional brand from the leading German competitors.

"If Infiniti wants to make a breakthrough into the mainstream premium car club in China, it needs to catch up with German counterparts by improving brand influence," said Daniel Kirchert, managing director of Infiniti China.

"Infiniti has its unique core brand values, namely performance, passion, precision and provocation."

"Gan" is performance and provocation, representing Infiniti's attitude and personality which are reflected in its cutting-edge product concepts and top-notch performance, he said. And "Ai" is passion and precision, representing the emotion and experience that Infiniti advocates.

"We want more customers to like the brand and feel that it is the very car nameplate that could represent their own personality," Kirchert said.

At the same time, Infiniti also kicked off "Gan Ai Action", using a series of major experiential platforms to illustrate the soul and meaning of "Gan Ai".

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