The 2014 Infiniti China Festival, the company's largest-ever brand show, offers a feast for the eyes and ears in Beijing. [Photos Provided to China Daily]

Three months after taking the helm in May 2013, the new managing director announced Infiniti's goal of building the "most emotional" premium auto brand in China.

"Currently, mainstream luxury brands emphasize function, technology and accuracy, giving them a feel that is mechanical and cold," Kirchert said.

Infiniti sees Chinese luxury car market expanding

New designs for Infiniti

"We want to express the human character of the Infiniti brand."

Its sponsorship of popular Chinese TV reality show Where Are We Going, Dad? is one example of this strategy.

Shown every Friday night for nearly two months since last October, the TV series documents the adventures of five celebrity fathers and their children across rural China.

It was well received among urban audiences, especially well-educated, highly paid white collar workers in big and medium-sized Chinese cities.

Sales of the Infiniti JX hit a single-month record last December, two months after the car was first featured as the exclusive vehicle for the celebrity families in the series.

Cooperation with a show that advocates family love shows Infiniti's commitment to JX's motto "giving more time and space to yourself and your loved ones" and also strengthens Infiniti's image as an emotional brand that resonates with target buyers - "young-minded premium customers", company executives said.

The group can be summed up as being defined by the 4Cs - character, cutting-edge, consonance and connection, referring to their individualistic styles, interest in innovative technology and thinking, pursuit of understanding and shared value, and Internet lifestyle.

Infiniti has held a series of customer experience activities to underscore the emotional bond between the brand and its customers since last Mid-Autumn Festival, a traditional celebration of family togetherness in China.

The campaign toured major cities across China and effectively introduced Infiniti as a brand that celebrates family values.

"Based on past experience, we believe that emotion is the key factor to move customers," Kirchert said.

More Katy Perry video: