英菲尼迪VS.林肯：谁能跻身顶级豪车俱乐部

    它仅仅是一小步，但却也是汽车营销中最为困难的一步：那就是从高端品牌（特征是高价主要靠丰富的配置来支撑），一跃而成真正的豪华品牌（特征是高价远超产品实际功能价值）。

    现在，一个美国本土品牌和一个进口品牌正双双全力以赴要实现这惊险的一跳。美国媒体已对林肯（Lincoln）所做的种种努力做了透彻分析，而日产汽车（Nissan）的英菲尼迪（Infiniti）迄今却少有人关注。不过，在很多分析师看来，这场角逐中英菲尼迪胜出的机会要更大些。

    要获得真正的豪华品牌地位就像获准加入一家高等专属俱乐部。它意味着你拥有一些远超过初级证书的东西，而正是这种额外的东西可以让你理直气壮地漫天要价。

    梅赛德斯奔驰（Mercedes-Benz）、宝马（BMW）和奥迪（Audi）是这个俱乐部的创始会员，捷豹（Jaguar）、路虎（Land Rover）、玛莎拉蒂（Maserati）和雷克萨斯（Lexus）拥有初级会员资格，凯迪拉克（Cadillac）则是雄心万丈的后来者。而保时捷（Porsche）则享有双重地位——既是跑车厂商，又是豪车品牌营销者。

    目前，英菲尼迪和林肯正在采取完全不同的策略来获得准入许可。英菲尼迪采用了基于产品的传统进军路线，奥迪在20世纪90年代已经率先证明了这条路线的可行性，也就是依靠卓越的操控和先进的技术来赢得成功。而林肯走的则是内涵式发展路线，即依靠量身定制和客户服务来脱颖而出。

    这两大品牌都表示要更上一层楼需要花上数年，在这个过程中它们也都历经过挫折，但现在看来英菲尼迪似乎更胜一筹。汽车研究公司AutomotiveCompass的分析师沃伦•布朗称：“英菲尼迪拥有更丰富的产品线，在争取沿海各州的年轻买主上胜算更大，而这些州正是各大豪华品牌大赚其钱的地方。”下面我们就来回顾一下它们迄今为止的较量进程：  

    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: