????它僅僅是一小步，但卻也是汽車營銷中最為困難的一步：那就是從高端品牌（特征是高價主要靠豐富的配置來支撐），一躍而成真正的豪華品牌（特征是高價遠超產品實際功能價值）。

????現在，一個美國本土品牌和一個進口品牌正雙雙全力以赴要實現這驚險的一跳。美國媒體已對林肯（Lincoln）所做的種種努力做了透徹分析，而日產汽車（Nissan）的英菲尼迪（Infiniti）迄今卻少有人關注。不過，在很多分析師看來，這場角逐中英菲尼迪勝出的機會要更大些。

????要獲得真正的豪華品牌地位就像獲準加入一家高等專屬俱樂部。它意味著你擁有一些遠超過初級證書的東西，而正是這種額外的東西可以讓你理直氣壯地漫天要價。

????梅賽德斯奔馳（Mercedes-Benz）、寶馬（BMW）和奧迪（Audi）是這個俱樂部的創始會員，捷豹（Jaguar）、路虎（Land Rover）、瑪莎拉蒂（Maserati）和雷克薩斯（Lexus）擁有初級會員資格，凱迪拉克（Cadillac）則是雄心萬丈的后來者。而保時捷（Porsche）則享有雙重地位——既是跑車廠商，又是豪車品牌營銷者。

????目前，英菲尼迪和林肯正在采取完全不同的策略來獲得準入許可。英菲尼迪采用了基于產品的傳統進軍路線，奧迪在20世紀90年代已經率先證明了這條路線的可行性，也就是依靠卓越的操控和先進的技術來贏得成功。而林肯走的則是內涵式發展路線，即依靠量身定制和客戶服務來脫穎而出。

????這兩大品牌都表示要更上一層樓需要花上數年，在這個過程中它們也都歷經過挫折，但現在看來英菲尼迪似乎更勝一籌。汽車研究公司AutomotiveCompass的分析師沃倫?布朗稱：“英菲尼迪擁有更豐富的產品線，在爭取沿海各州的年輕買主上勝算更大，而這些州正是各大豪華品牌大賺其錢的地方。”下面我們就來回顧一下它們迄今為止的較量進程：??

????t is a small leap, but among the most difficult in automotive marketing: making the transition from a premium brand -- one in which a higher price is justified by extra features -- to true luxury, where the higher price greatly exceeds the product's functional attributes.

????Two brands -- one domestic, one import -- are currently engaged in making the leap. The effort by Lincoln has been thoroughly examined by the American press, while Nissan's Infiniti has received far less attention. Yet, to many analysts, Infiniti has the better chance at success.

????Achieving true luxury status is like gaining admission to an exclusive club. It means you possess something beyond the basic credentials. You command that extra something that allows you to charge more.

????Currently, Mercedes-Benz, BMW, and Audi are charter members of the club, while Jaguar, Land Rover, Maserati, and Lexus hold junior memberships, and Cadillac is an aspirant. Porsche enjoys a dual status as a sports car maker as well as luxury marketer.

????Infiniti and Lincoln are following different strategies to gain admission. The Nissan division is using a traditional product-based assault, proven by Audi in the 1990s, where success is predicated on superiority of driving dynamics and advanced technology. Lincoln is making its case based on intangibles like customization and customer service.

????Both say that reaching the upper echelon is a process that will take years, and both have suffered setbacks, but Infiniti appears to be in the lead. "Infiniti, with a more diversified portfolio, has a much better chance of capturing younger buyers in costal states, where luxury brands earn their chops," says AutomotiveCompass analyst Warren Browne. Following, a review of the progress to date:??