Daniel Kirchert, managing director of Infiniti China.

Gan Ai campaign: 'Dare in action, love at heart'

As a latecomer to China's luxury auto market, Infiniti aims to stand out by building "the most emotional brand."

China Daily reporter Xu Xiao sat with Daniel Kirchert, managing director of Infiniti China, to hear the executive's perspective on Infiniti's new brand campaign.

Infiniti vows to build "the most emotional auto brand" - how do you define "most emotional"?

Being "emotional" is being customer oriented. Infiniti's luxury is human.

We illustrate the luxury through five advantages in products and services including emotional exterior and interior designs, dynamic power performance, highly secure safety systems, human centric comfort brought by advanced equipment, as well as considerate value-added services.

Infiniti sees Chinese luxury car market expanding

What's your understanding of Infiniti's new motto Gan Ai?

We developed the motto based on Infiniti's brand values of performance, passion, precision and provocation. Gan Ai is our brand communication concept for the Chinese market to build the emotional resonance with young-minded premium customers. Gan is performance and provocation, representing Infiniti's attitude and personality, which are reflected in our cutting-edge product concepts and top-notch performance.

Ai is passion and precision, representing the emotion and experience that Infiniti advocates.

What change do you expect Gan Ai will bring to Infiniti's brand image?

We found that Chinese society shares some emotional demands.

The Chinese people have a traditional emphasis on emotional culture, but because they have faster life rhythm and pressure in modern times, they seldom express their real feelings to each other.

With Gan Ai launched at the Infiniti China Festival on Jan 11, we want to encourage people to redeem love and express it in their words and deeds.

Echoing such emotional demands, Infiniti will surely be known and appreciated by more and more people.