Infiniti Takes Luxury Performance To German Proving Ground In New TV Campaign

July 18, 2018 by Infiniti

Franklin, Tenn. – INFINITI launches a new TV campaign called 'Start Your Own Legacy Summer Sales Event,' directed by Academy Award-nominated director Craig Gillespie. The campaign challenges the notion 'if it's not German, it's not luxury performance,' by taking INFINITI's SUVs to Germany's famous Bilster Berg automotive proving grounds.

At the track in Germany, INFINITI unleashes the all-new QX50 mid-size crossover, the 7-passenger QX60 crossover and the full-size QX80 SUV to demonstrate INFINITI's legacy of design and power. The crossovers and SUVs upend the traditional notion of luxury with modern styling and cutting-edge technology, along with a thrilling performance.

'To highlight INFINITI's legacy of luxury performance, we wanted to visit our competitor's home turf,' said Phil O'Connor, director of marketing communications and media at INFINITI USA. 'This summer, on one of Germany's exclusive, world-renowned automotive proving grounds, our SUVs demonstrated how they successfully pair technology and performance with the features and capability that families expect with luxury SUVs.'

Steered by Gillespie, the spots are cinematic and dramatic. At the same time, the campaign is engaging thanks to a fictional legendary German racecar driver named 'Konrad Gunther.'

As the INFINITI family of SUVs is unleashed on the track in the 30-second 'Two Engines' spot, Gunther first stresses that the circuit is only for German luxury models. He is then quickly impressed by the world-first variable-compression engine– the VC-Turbo – in the QX50 and is left wondering, 'Why did Germany not do this first?'

In the 30-second 'QX50' ad, the impressive power of the VC-Turbo along with technologies such as ProPILOT Assist are just too tempting for Gunther, who can no longer sit back and watch.

In 'QX60' - another 30-second spot - Gunther scoffs at features of the seven-passenger crossover, including the sliding second row, but after getting a taste of its performance he asks if it comes in his favorite color.

Finally, in the 90-second, long-form spot titled 'Konrad's World,' we are introduced to Gunther, who says Bilster Berg 'is where we prove German luxury cars are the best' until the day INFINITI's family of SUVs showed up. The models leave him questioning the definition of luxury performance. In the spots, Gunther interacts with American INFINITI drivers.

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The campaign concludes with 'there's nothing traditional' about INFINITI's family of SUVs.

2019 INFINITI QX50

The all-new 2019 QX50 offers world-first technologies, standout design, an enhanced interior space and an entirely new platform – providing a new level of versatility, efficiency and performance in luxury mid-size crossovers.

The QX50's advanced VC-Turbo engine is the world's first production-ready variable compression ratio engine, transforming on demand. A breakthrough in combustion engine design, the 2.0-liter VC-Turbo engine adjusts its compression ratio to optimize power and efficiency. It combines the power of a high-output 2.0-liter turbocharged gasoline engine with the torque and efficiency of a four-cylinder diesel engine.

In operation, the VC-Turbo engine offers any compression ratio between 8:1 (for high performance) and 14:1 (for high efficiency). The engine delivers 268 horsepower and 280 lb-ft of torque. The 2019 QX50 offers class-leading fuel economy rated at 27mpg combined for front-wheel drive and 26 mpg combined for all-wheel drive models.

The QX50's aerodynamic exterior reinterprets INFINITI's distinctive 'Powerful Elegance' design language and signature design cues. It combines a confident stance with intelligent packaging, while deep character lines highlight the influence of human artistry in the design process.

The 2019 QX50 is built on an all-new platform engineered with versatility of application in mind. Unrivalled interior space, an artistic application of high quality materials and advanced craftsmanship make the cabin as welcoming and comfortable as it is versatile.

Among the cutting-edge technologies available with the 2019 QX50 are ProPILOT Assist and the first crossover and first front-wheel drive application of Direct Adaptive Steering. Additional available technologies include Distance Control Assist, Back-up Collision Intervention, Predictive Forward Collision Warning, Blind Spot Warning and Intervention, Lane Departure Warning and Prevention and Forward Emergency Braking with pedestrian detection.

2018 INFINITI QX60

The popular and highly awarded QX60 crossover is one of the most versatile 3-row/7-passenger vehicles on the market today, offering a combination of family-oriented features as well as a welcoming, carefully crafted design inside and out.

The 295-hp INFINITI QX60 offers the best of both luxury and practicality. With a third row of seating, the spacious interior adjusts to customers' needs. The interior blends premium materials, comfort, design and ergonomics to create a beautiful and practical cabin.

For the 2018 model year, the QX60 introduced a breakthrough technology designed especially for active families – Rear Door Alert. The new Rear Door Alert system, standard on all 2018 QX60 models, can help remind customers of things that may be forgotten in the rear seat, such as pets, valuables, dry cleaning, groceries and more.

2018 INFINITI QX80

The new 2018 INFINITI QX80 further advances INFINITI's market presence in the full-size luxury SUV segment and takes the brand's 'Powerful Elegance' design language in a bold new direction, creating a powerful, contemporary and commanding aesthetic.

Designed to provide a sense of inclusive luxury for drivers and passengers alike, INFINITI's flagship SUV boasts a refined and spacious cabin that features high-quality materials, a hand-crafted finish and available advanced drive-assist technologies. With taut, yet comfort-oriented suspension and available Hydraulic Body Motion Control technology that limits excess body-roll under more severe cornering, the new QX80 gives drivers an assured feeling of confidence at the wheel.

The QX80 is also available with a range of technologies to inform the driver of their surroundings, helping them avoid potential hazards and ease the monotony of driving in certain conditions. These technologies include: Lane Departure Warning and Prevention, Intelligent Cruise Control, Distance Control Assist, Predictive Forward Collision Warning, Forward Emergency Braking, Blind Spot Warning, Blind Spot Intervention and Backup Collision Intervention.