1. 品牌定位

英菲尼迪的產品早已成熟，只是市場關注度還不足。憑借“性能、精準和激情”的品牌承諾，它正再接再厲地闊步前進。它希望依靠出色的設計抓住消費者的眼球，同時以領先同級的性能，如線控轉向、車道主動控制系統等功能，來實現大賣。

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，因此為了與它區別開來，林肯為客戶提供定制內飾包和個性化的禮賓式購物體驗。

優勢方：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???