Infiniti uses emotional approach to rival top luxury armakers

The SUV All-New QX50.

"Infiniti's spirit of Gan Ai is to attract young-minded premium customers who dare to express, to pursue happiness, to face challenges and to be themselves," Lei said.

Infiniti invited its Gan Ai ambassador Zhou Xun, a famous Chinese actress who recently got married, to the All-New QX50 launch event.

As part of the campaign, Zhou and her husband Archie Kao did a micro film for the All-New QX50 in Los Angeles, in the United States, where they met, got to know each other, fell in love and finally got married.

The film was popular because the couple's marriage is a hot topic in China and it tells a romantic story performed by the couple, which is more powerful and touching than acting.

"The process of Zhou finding her true love is exploring love, which is the extension of our brand's concept Gan Ai," Lei said.

According to Lei, the brand will further communicate the Gan Ai concept and establish emotional resonance with young-minded premium consumers.

Lei said he believes consumers in the Chinese auto market have changed. He said people born in the 1980s and 1990s were becoming the main force behind vehicle consumption and they are more self-expressive, individualistic and influenced by the Internet.

Young-minded buyers' growing demand for "cutting-edge and personalized" products will bring great opportunities for Infiniti to grow rapidly, he said.

"For them, cars are not only a transport tool, but a mirror that reflects the owners," Lei said, "so they really care what kind of cars they drive."

Lei said he thinks the beauty, space and fun of love mentioned at the end of the film is exactly the aspects Infiniti wants to bring to the All-New QX50's buyers. "We want our customers to have emotional connections and attachments with our brand," he said.