Is this the car to beat in the Premium sedan segment? Part 1

The 2006 Infiniti M - Designed to Outperform


National Marketing Campaign Launched To Support the Release of All-New Infiniti Mid-Sized Luxury Sport Sedan

Infiniti, the luxury division of Nissan North America, Inc. (NNA) today announced the launch of a comprehensive national marketing campaign supporting the release of its most anticipated new model --- the all-new 2006 Infiniti M. The campaign, centered on the concept “Designed to Outperform,” is artfully showcased by a striking light gesture graphic representing the style, beauty and design of the all-new M. Starting this week, the new campaign created by TBWAChiatDay Los Angeles, will show Infiniti luxury in a new light through national print, TV, radio, out of home, Internet and grass-roots marketing efforts.

“This is one of the most important vehicles that Infiniti has launched since its inception in 1989,” said Jan Thompson, vice president of marketing for Infiniti. “Through the use of this unique and symbolic light gesture, each element in this comprehensive marketing campaign will help consumers see luxury, and the all-new Infiniti M, in a new light.”

In addition to the launch of a series of :15 and :30 second TV ads, Infiniti dealers will be displaying the gesture inside their locations on February 17th during invitation-only parties to unveil the new M45 and M35. One of the most interesting aspects of the new campaign follows on March 1st and runs until March 15th, consisting of a grass-roots and non-traditional marketing “takeover” in which street teams will project the light gesture representing the all-new Infiniti M on sides of approximately 50 buildings in Los Angeles, Chicago and New York.

“The 2006 Infiniti M is a Tier One luxury vehicle and we wanted to feed this premium image in the advertising,” said Rob Schwartz, executive creative director at TBWAChiatDay Los Angeles. “The use of the light gesture captures the essence of the M’s sensuous design and Japanese spirit.”

Another aspect of the new Infiniti M launch campaign consists of a unique online partnership between MSN and Infiniti. In a co-branded effort, consumer traffic will be drawn into the Infiniti site (http://infiniti.msn.com) though a variety of entry points including MSN.com, MSN Autos, MSN Entertainment and MSNBC. Once inside, original content features articles and images in four specific areas: Infiniti, design, entertainment and technology.

The program will deliver embedded headlines, text links and banner advertisements throughout the MSN network, targeting consumers who appreciate progressive design, entertainment, technology and automobiles. Once in the environment, consumers can browse stories written by vanguards in each field (Infiniti, design, entertainment and technology). Specifically, the Infiniti section of the site will give consumers a first look at the all-new 2006 Infiniti M performance sedan.

The 2006 Infiniti M, which is currently available for test drives at 172 Infiniti dealerships nationwide, goes on sale on February 28th. The M is offered in five models: the M35 (V6 rear-wheel drive), M35 Sport (V6 rear-wheel drive with Rear Active Steer and 19-inch wheels and tires), M35x AWD (V6 all-wheel drive), M45 (V8 rear-wheel drive) and M45 Sport (V8 rear-wheel drive with Rear Active Steer and 19-inch wheels and tires).


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zombie8 - 2/18/2005 2:23:34 PM

+2 Boost

The M35 looks much better in other colors and already handed the 530 6MT its @ss in a comparo. Add this to the G35 and FX, and Infiniti is quickly becoming the next BMW.

GTR35 - 2/18/2005 7:56:12 PM

+1 Boost

I love this car. Everytime I see this car I get amazed. I know it's hard to realize that Infiniti has reached the level of its competitors I know that it's been a long trip to get here but lets stop focusing on what infiniti used to be (not bad, just too plain) and start realizing that infiniti can finally be compared to BMW and the rest. I'm getting this car very soon, I wish it had an AWD on the V8 but the very powerful V6 AWD will do.

MercBasher - 2/19/2005 2:29:09 AM

+1 Boost

After a couple of years I expect the M35 and M45 to outsell the BMW 5 and the Lexus GS series and the Acura RL. The Infiniti offers a better value proposition, still has a sporty image and will be facing a BMW that struggles not to raise prices too fast to counter the declining dollar.

The RL is pathetic, the GS is underpowered (at least in GS 300 guise) and BMW, Audi and Mercedes will have to raise prices rapidly. Infiniti will do will in this part of the market, but it may take a year to build an image where previously it didn't really have a strong one.

dbissett - 2/19/2005 6:27:43 AM

+1 Boost

I drove an M45sport and an M35 last week, and they are great rides. I agree with others that the car is much better looking in person than in pictures for some reason. Lines flow well and it blends a sporty appearance with luxury well. What impressed me the most was the comfort of the cabin and the V8. The G35 cabin is too small for me, but both sides of the front seating in the M are about the most comfortable I have been in. And it's the best positioning of the interior door handle I've seen....a small thing, but the forward handles in many sedans now offer terrible leverage for getting the door closed and they also are in the way of your knee. My left knee actually got sore taking a fast spin the 5 series from bumping the wood handle on the door, which is in a terrible position. OTOH, I hate the overly large, intrusive dash in the M and Q sedans, but could live with it. I much prefered the performance of the V8 over the 6. With 6 cylinder power I think the RL is a better choice at this price level. The design and quality of all three top Asian brands now are at such a level that I doubt I will consider the Germans as a good alternative in the future. The BMW's are perhaps more thrilling when pushed, but I would rather live with a Japanese.

Dave