'Power of passion'

Daniel Kirchert, managing director of Infiniti China, has confidence the brand will stand out in China's luxury auto market.

"Brand building is our current top priority," said Kirchert.

Infiniti held a grand gala night - Infiniti China Festival at the Beijing National Stadium on January 11, 2014, where it announced its new brand concept of "Gan Ai", among a dazzling show of star performances, including the China debut of international super star Katy Perry and the premiere of a special single for Infiniti My Love sung by Jimmy Lin.

"Gan Ai" is Infiniti's new brand concept for the Chinese market to build the emotional resonance with young-minded premium customers. "Gan" stands for performance and provocation, and "Ai" for passion and precision, the 4Ps that are Infiniti's core brand values.

"With 'Gan Ai' launched at the Festival, we are here to encourage people to redeem love and express it in their words and deeds," said Kirchert.

Another important move in the brand's "emotional marketing" was its sponsorship of the TV reality show that follows the adventures of five celebrity fathers and their children in rural China.

The show that underscored family love and bonds soon became a hot topic among urban middle class Chinese.

Company data showed that more customers went to Infiniti's showrooms after watching the TV series. Infiniti also held customer experience activities to underscore the emotional bond between the brand and customers beginning with the Mid-Autumn Festival, a traditional time of family reunions.

The campaign toured major cities and introduced Infiniti's brand character as one that celebrates family values.

"I'm quite satisfied with Infiniti's performance in the past year and very optimistic about achieving above 50 percent growth this year," said Kirchert who attributed his confidence to the Infiniti brand itself, products and the team.