“If you think about Infiniti fifteen years ago, the brand message was pretty clear. Over the past decade, it has moved to a positioning that I think is very hard for people to understand or define.”
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“Fifty years ago, Audi was nothing compared to our main competitors Mercedes and BMW,” says Marc Lichte, the brand’s global design director. “And the reason why Audi became successful was that Audi made some really bold and progressive decisions.”