Infiniti hits the fast lane with 'Dare to Love'

Artist Cai Guoqiang gives painting lessons to a boy with autism. [Provided to China Daily]

He said the art-covered vehicle will be an icon for Infiniti's Gan Ai－or Dare to Love－charity program that focuses on autistic children, and will be used in the popular reality show "Where Are We Going, Dad?" sponsored by Infiniti.

Cai also donated one of his exhibited art pieces－The Bund Without Us, No 9－to Infiniti for a charity auction. "Cai is a very inspirational and endearing contemporary artist," said Kirchert. "His artistic expression, consideration of nature and people, as well as attention to children's education, all reflect the Gan Ai spirit."

The Gan Ai brand concept was introduced in the Chinese market last year "to build emotional resonance with young-minded premium car customers", he said, noting gan represents performance and provocation and ai the carmaker's passion and precision－the four Ps at the core of the Infiniti.

"As an emotional luxury auto brand, Infiniti hopes to personalize its products with more human charm rather than technologies and functions, and reinforce the emotional characteristics of the brand through its partnership," said Kirchert.

To provide ai－or love－to autistic children, Infiniti makes a strong effort to support the special group by involving dealers, car owners, media and celebrities.

Flim star Zhou Xun, who serves as Infiniti's Gan Ai ambassador, said she was moved by the autistic children at the Beijing Stars and Rain educational institution. She invited some to watch her at a recent charity evening in Hangzhou.

Infiniti also displays autistic children's paintings at many of its big marketing events, bringing attention to the group.

"Infiniti hopes to bring together more power from society to build up a sustainable and transparent charity platform to practice Gan Ai in the long run," said Kirchert.