Infiniti uses emotional approach to rival top luxury armakers

Infiniti executives and Gan Ai ambassadors at the All-New QX50 debut in Beijing on March 10, 2015. [Photo provided to China Daily]

Premium carmaker Infiniti has ambitious plans to boost its share of the Chinese luxury car market by pushing its locally made models and branding campaign.

Infiniti aims to occupy 7 to 8 percent of the luxury car market in China in the future, said Daniel Kirchert, president of Dongfeng Infiniti Motor Co, a joint venture between the brand's parent company Nissan Motor Co Ltd and China's Dongfeng Motor Corp.

"Infiniti took up 2 percent of the Chinese luxury carmarket last year and I have confidence that we will gain more this year," Kirchert said.

Last week, Infiniti launched its first locally-made SUV, the intermediate SUV All-New QX50 in Beijing, to strengthen its plan to become China's fourth main player in the luxury car market after Audi, BMW and Mercedes-Benz, which control nearly 80 percent of the Chinese market, according to Kirchert.

Kirchert believes the QX50 not only looks good from the outside with its streamlined design, but also performs well inside with its power system.

According to Infiniti, the QX50 has an "intelligent all-wheel-drive" system, which is a standard configuration for all models developed from the rear-wheel-drive platform.

It can automatically divert up to 50 percent of available power to the front wheels depending on the road conditions, enhancing traction and control in adverse conditions, according to Infiniti.

The car can automatically allocate the driving proportions between the front and the rear wheels on slippery snowy roads.

Infiniti believes the All-New QX50's intelligent AWD system will improve passing capability and safety, as well as balance driving performance and pleasure.

The SUV is equipped with a 2.5-liter, six-cylinder engine, and 7-speed manual and automatic transmission. It produces maximum power of 173kW/6,400 rpm and offers top torque of 253 Nm/4,800 rpm.

The model is 4,744 mm long, 1,803 mm wide and 1,614 mm high with a 2,880 mm-long wheelbase, one of the longest in its segment.

The All-New QX50 has four derivatives, which retail for between 349,800 yuan and 449,800 yuan ($55,861-$71,831). "It is a candid car as the retail price is very fair," said Kirchert.