英菲尼迪VS.林肯：谁能跻身顶级豪车俱乐部

1. 品牌定位

英菲尼迪的产品早已成熟，只是市场关注度还不足。凭借“性能、精准和激情”的品牌承诺，它正再接再厉地阔步前进。它希望依靠出色的设计抓住消费者的眼球，同时以领先同级的性能，如线控转向、车道主动控制系统等功能，来实现大卖。

而林肯的想法是，成为那些“聪明的豪华车买主”的首选，而这类买主需要的价位往往更接近于高端而不是豪华。由于福特也采用了类似的手法，因此为了与它区别开来，林肯为客户提供定制内饰包和个性化的礼宾式购物体验。

优势方：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