1. 品牌定位

英菲尼迪的產(chǎn)品早已成熟，只是市場關(guān)注度還不足。憑借“性能、精準(zhǔn)和激情”的品牌承諾，它正再接再厲地闊步前進(jìn)。它希望依靠出色的設(shè)計(jì)抓住消費(fèi)者的眼球，同時(shí)以領(lǐng)先同級的性能，如線控轉(zhuǎn)向、車道主動(dòng)控制系統(tǒng)等功能，來實(shí)現(xiàn)大賣。

而林肯的想法是，成為那些“聰明的豪華車買主”的首選，而這類買主需要的價(jià)位往往更接近于高端而不是豪華。由于福特也采用了類似的手法，因此為了與它區(qū)別開來，林肯為客戶提供定制內(nèi)飾包和個(gè)性化的禮賓式購物體驗(yàn)。

優(yōu)勢方：英菲尼迪?

1. Brand premise

Infiniti already produces accomplished, if overlooked, automobiles, and is building on its record by promising "performance, precision, and passion." It wants to catch the buyer's eye with remarkable design and seal the deal with class-leading features, such as steer-by-wire and active lane control.

Lincoln wants to be the choice of "smart luxury buyers" looking for price points that are closer to premium than luxury. To differentiate itself from Ford (F, Fortune 500), which employs similar engineering, Lincoln offers customized trim packages and personalized concierge shopping.

Advantage: Infiniti???