No, this image is not a mutant asparagus tip. It’s the budding (pun intended) of a new luxury car brand–get it? The harsh reality was that many people didn’t “get it” in July 1989 when this ad appeared in Car and Driver. The Infiniti pre-launch advertising was in stark contrast to the Lexus teaser spread that appeared in the same issue. Though both brands set out to define Japanese luxury, even before the cars went on sale, a look at the print ads makes it pretty clear why only one of these brands connected effectively with U.S. luxury car buyers and enjoyed phenomenal success right out of the gate.
Both Nissan and Toyota were working through the summer of 1989 to augment their initial PR efforts and product reveals to drum up interest in the new luxury brands. Teaser campaigns were initiated to keep excitement levels high, and get the right sort of people talking about the cars, with the hope that healthy showroom traffic would result once the cars actually became available.
A logical and cost-effective choice to reach opinion leaders back in 1989 was print advertising, including in the automotive buff books. And the ads actually had copy that you needed to read. Shocking concept today, but that’s how it was done back then. The toll free phone numbers for consumers to call for more information was another “modern” direct marketing approach gaining traction in the late 1980s and early 1990s before the digital tsunami engulfed marketing.
But while the media and targeting strategies were similar, the ads themselves couldn’t have been more different.
Though derided as just the “Rocks and Trees” campaign, the Infiniti ads actually featured all sorts of oddball Zen-like images, including this budding stalk and even bales of hay. The somber copy focused on under-promising and over-delivering, but mostly in vague terms centering around engineers spending lots of money and taking many years to make things “feel right.” Seriously, spending years on making the pull of the door handle feel right?!?! Additionally, Infiniti cars could be plucked at random off the assembly line if they “didn’t feel right.” Not particularly comforting, really.
Likewise, the Infiniti ownership experience was promised to be different as well, with potential customers being forewarned that dealers would spend a portion of each and every day calling customers to see if they liked their Infiniti. In 1989, this seemed like bizarre overkill to say the least, with most luxury buyers not really looking to be continually checked-in on by their dealer.
Lexus also focused on the details that separated their new luxury car from the rest, but described in the most specific terms, with the benefits clearly showcased. In fact, the whole launch approach for Toyota’s luxury flagship brand was to highlight the painstaking care that was lavished on every detail, not to make it “feel right” but to make it the best solution to achieve a clearly stated goal.
In the case of this ad, the focus was on aerodynamic efficiency, both where you couldn’t see it (under the car) and where you could (low coefficient of drag combined with tasteful design). And why would a prospective customer care? Lexus pointed out two key benefits: 1) the car was very quiet and 2) the wind-cheating shape helped make it very efficient for its size and performance, allowing the LS400 to dodge the gas guzzler tax. That last fact alone was a big deal for luxury buyers as 1990 rolled around.
Another advantage of the Lexus ad was that the new car was clearly visible for all to see, along with praise from Car and Driver, the very magazine where the ad appeared. The reader was left with no doubt as to the thoroughness of Toyota’s approach to creating an all-new luxury car, along with how and why they focused on each of those elements. It was the perfect set-up for positioning the Lexus brand, and one that its tagline summed up perfectly: The Relentless Pursuit of Perfection indeed, and that included the brand’s pre-launch advertising.
Additional reading:
Curbside Classic: Infinti Q45 – I’m Good Enough, I’m Smart Enough, And Doggonit, People Like Me
Naming a luxury car after a misspelled number probably wasn’t a good idea. What if Detroit had thought of it first?
Buick Centuri, Cadillac Sixti Speshul, Olds Nineti-Eyght Holydai. Nope, wouldn’t work.
Instead, Detroit copied it. Olds Achieva, Geo Prizm, Pontiac Aztek, Chevy Cruze.
Ford Galaxie
Ah, good point and don’t know how I forgot that. It did originate in Detroit after all!
Dang, beat me to it!
Brings back memories – those Infiniti ads drove me nuts back then. Though I do remember a joke at the time: “Infiniti isn’t selling many cars, but sales of plants and rocks are booming…”
It wasn’t just that there was a car ad featuring an asparagus tip, but if I recall correctly, these ads went on for months, featuring plants, pebbles, and flowery prose, but no cars. They probably could have gotten away with this approach for maybe one month – which would have (hypothetically) built a sense of anticipation – but after a while these ads became ridiculous.
The odd ads probably burdened the Infiniti brand for quite some time as well; Lexus got off to a much better start in terms of sales.
I’m not a “plant person” by any stretch, but I do know what an asparagus tip looks like…..and that was no asparagus tip.
That aside, I thought Infiniti’s ads were a bit odd, too, but you have to give them credit….a new type of Japanese car, a new brand, a new type of automobile advertising?
The LS 400 was a “better S class”, while the Q45 tried to re-invent what a flagship car should/could (?) look like.
Having never actually eaten asparagus, I took GN’s commentary literally that this was an asparagus tip. I think I’ll stick to car identification from now on!
Really? You’re missing out. Get some fresh spears, boil them in water for a little while… Delicious!
Some people fry them, add butter etc but I love plain asparagus.
But NEVER buy it in a jar. Disgusting.
Yumm. We grow our own asparagus. The fresher, the better, like corn.
And Brussel sprouts: yummy too! Cauliflower too!! And broccoli!!! Good stuff all; and all extremely good for you.
I prefer to roast it, drizzled with olive oil, salt, and black pepper. But fresh asparagus is excellent almost no matter what you do to it. Jarred/canned asparagus, on the other hand, is one of the most vile things known to man.
And the brussels sprouts haters. Yeah, I don’t like it boiled either. But, again, roast it. Or saute it. Preferably with bacon (they’re excellent partners). Very very tasty.
Really? Believe me, you didn’t miss a thing. I spat it out when ever they tried to feed it to me. Same with kohlrabi, cauliflower and similar all white vegetables. If I find only the slightest bit of cauliflower in vegetable soup I will pour it down the drain.
Don’t get me started on Brussels Sprouts. Got nothing against Belgium, but those little cabbages always come across as rancid to my palate. Even when they’re fresh.
https://www.youtube.com/watch?v=5rIUAuW6vLk
https://www.youtube.com/watch?v=0R6Gl94FEo4
With ads like these, you wonder why Infiniti didn’t go out of business. Well it almost did on several occasions and it, to this day, has never enjoyed the brand success of Acura and Lexus. Honda, Toyota, and Nissan took three very different approaches towards their upmarket brands. Acura seemed to focus on a bit more performance, the sports sedan (and occasional coupe) with definite roots showing from Honda. Lexus aimed squarely for Mercedes with the LS400 (not counting the badge engineered Toyota variants they created to fill the showrooms). The LS400 was completely different than anything Toyota had offered before and shared little with anything they currently made. Infiniti, and I am only guessing here, was aimed at something of a “thinking man’s” car a hybrid performance luxury machine but was designed heavily with features that were out of the ordinary for cars of its class. Like the grille less nose, lack of wood trim inside, and relatively hard seats. It evoked sort of an “industrial look and feel.” Coupled with unusual commercials like are linked above that were nothing like what had been presented before in the price class. Unfortunately, unlike Honda and Toyota where buyers were able to identify the cars and their target audiences with relative ease, the Infiniti was something of a muddled mess of confusing themes and projections. In addition to the flagship Q45, Infiniti offered a number of various models at various price points, most of which where heavily badge engineered versions of existing Nissan models. Such as the I30 which for most of its life appeared to be nothing more than a Nissan Maxima with different wheels and emblems. All of that has debased the Infiniti brand to being nothing more than upmarket Nissans. Sales tell the story, Infiniti has averaged between high 5 figures to low 6 figures over the last 15 years or so, Lexus about 3 times that, with Acura close to 200K. Infiniti seems like they will ponder on, Nissan, after 25 years, has probably fully amortized its investment and with technology sharing probably turns a profit with the brand. However it seems to me that Infiniti will always be something of a lost opportunity – what could have been if they had done things differently.
In many ways the Lexus LS400 was the perfect update of the 1966 Cadillac. It did nothing wrong, just about everything right, was not flashy or vulgar but gave the image of quiet, conservative “old money” class to it’s driver and passengers.
Unlike the stuck up, uppity BMW (or Mercedes-Benz) dealer’s service department, routine maintenance was performed quickly, the car was washed and vacuumed out inside and the owner was treated well. Never once was the condescending phrase “Zer is NOTHING wrong wid ze machine; ze preblem iz wid ze drivah” used out loud.
Yea right, the LS400 was the kind of car a senior executive drove that wanted something that was well built, comfortable, had decent performance but not necessarily the best, but also was fairly conservative in its approach. Acura Legend did not usually attract those types but then again Acura never really marketed itself to such a clientele. Early Infiniti ads seem to be an attempt to invent a new market, a market which really didn’t materialize.
Without a V8, Acura can’t compete.
And them there was the late 90s Infiniti G20, which really was just a dowdy Sentra with some cosmetic frosting; typically equipped in 1999, it was considerably more expensive than a mid level Camry or Accord; I couldn’t see paying 24k for one, and got a Camry LE for 21k.
I remember these Infiniti commercials, and while I liked the cars that they were advertising, I didn’t like the commercials, not one bit.
I know I’m a bit late here but the G20 was a tarted up Nissan Primera which shares nothing with a Sentra, other than the venerable SR20DE engine perhaps. The Primera was an instant success in Europe, Japan and further abroad with its taught ride and relatively good looks. In its Japanese home market, it competed with the Accord, Galant, Corona (Carina), Legacy etc rather than the slightly larger Camry.
Yes, you’re correct, it was based on the Primera; don’t get me wrong, I liked the G20 and would’ve bought it if it had been 21 or 22K, like a mid level Camry/Accord, but 24K was a bit too steep. And I did notice the engine wasn’t as powerful as Camry/Accord, and it was a noticeably smaller car. I still almost bought it though!
Ah yes, those TV ads for Lexus with the ball bearing rolling along the body seams, touting the exemplary fit and finish. They sure couldn’t do that today judging by the number of new Lexus models I see with doors that don’t line up, poor fender to rocker panel fit, and those that aren’t black or white, suffer from bumpers being about three shades lighter than the rest of the car. While America was falling in love with Toyota and Lexus history started repeating itself. Just like GM in the 70’s, Toyota is making very questionable models and since the early 2000’s has cheapened their cars every year and every year the quality slides just a bit. Guess there isn’t anywhere else to go but down when you are on top…
Dad bought an ’07 Rav4 new. It’s not been a typical Toyota: all four door panels were hard plastic and showed warping from the factory, rear control arms replaced twice, center pipe-cum-cat rusted out already, rust on rear fender already, water pump failed. I was expecting more from a Toyota, esp a “genuine” Japan-built one. Certainly nothing like the ’91 Previa my parents’ best friends bought so long ago.
I suspect this is a common story these days. We bought a new 2010 Honda Odyssey and have had a multitude of problems with it (suspension, steering, body trim, etc.). Considering a big reason why we bought it was Honda’s reputation for quality, we’re not at all impressed. My repair file for the Odyssey is about three times thicker than my repair file for our 2006 Crown Vic.
Similarly, a friend of mine has a 2008 Subaru which has had enough problems to rival any car from the malaise era.
It seems like once again, we’ve entered an era where manufacturers (not just cars, but all durable goods) find it irresistible to cut corners, and it really shows.
Has Honda started selling Civics again? I know there was a stop sale order earlier this year for all Civics without the hybrid engine due to bearing failures. It is so interesting how much cognitive dissonance there has been with regards to recalls and defects now a days. It seems like we spent most of the time ragging on cars that were sold 30-40-50 years ago yet the whole VW diesel scandal seems to have floated away from our minds.
Umm; the Civic was the best selling car in the US in April.
There was a stop sale order for 2016 Civics equipped with the 2.0 liter engine. In some engines, a piston pin snap ring could either be incorrectly installed, or missing completely. Either could result in complete engine failure. The order did not affect Civics with the turbocharged 1.5 liter engine.
A fair number of recalls happen today because manufacturers are much better at quickly catching this sort of stuff.
In the bad old days, the cars would have been sold, and if the failure occurred during the warranty period, the engine would have been quietly replaced. If you were out of the warranty period when the failure occurred, tough luck…unless you screamed loud enough, and were thus successful in having the engine replacement covered under the dreaded “secret warranty” process.
Maybe typical Toyota isn’t so typical anymore. My own Dad bought a ’10 Corolla from Carmax in 2013. And while he didn’t have any problems that required service, the interior didn’t feel like a Toyota to me. The materials, the fit and finish, the general ambience just seemed rather cheap. Compared to Toyotas of the 90’s (admittedly their golden era) the differences were night and day.
He ended up owning it for less than two years, as he retired in 2015 and they decided they only needed one car. Mom’s ’10 Grand Marquis stayed around and the Corolla departed.
This is more typical now. My sister bought an 09 RAV4 brand new, her third Toyota, with the first being an absolute disaster 86 Camry, followed by a 90 Camry that gave no problems. Her RAV4 has had three water pumps in 40,000 miles, failed suspension bushings, the rear control arms have also been replaced twice, and it is now on its 15th recall. In addition, she received a notice that they have had issues with oil burning because the oil passages are too small and get clogged easily, causing parts of the engine to be deprived of oil and therefore, causing excessive wear. She’s been instructed to keep the notice in her glovebox and if she notices excessive oil consumption, take the car to the dealer. Needless to say, she has vowed never to buy another Toyota again.
It’s interesting: Your sister had an ’86 Camry that you describe as a complete disaster, yet followed it up with a ’90 Camry (I’m assuming from the way you wrote it, there were no cars in between).
For most people, if that had read “’86 Chevrolet that was an absolute disaster” it probably would have been followed up by “’90 . And then bitch about it longly and loudly, and never ever buy another GM car again.”. Only Toyota (and Honda) was able to suck in the public well enough that, when they did put out a car that was a Detroit-style disaster, the customer would immediately forgive and go right back to buying another.
Such is the wonderfulness of reputation.
My best friend has a 2010 RAV-4 and has had multiple issues with it. A lot of Hondas are also having issues that were unheard of years ago. I think technology has taken over and the manufacturers are focusing on giving customers tons of technology but trying to keep prices down. Something has to suffer in the interim. Maybe the quality of parts used aren’t quite as good as they used to be.
Hondas and Toyotas are still reliable. Just look at the reviews and Consumer Reports. They just aren’t as perfectly reliable as they used to be.
Well said!
Not to long ago there was a discussion on how useless the Consumer Reports ratings are meanwhile.
True Wolfgang, I personally hate Consumer Reports. It is their new car reviews and ratings that I feel are unfair and biased. When you look at the graphs of cars that are 4 or 5 years old, those are the ones I believe are accurate because owners are actually giving feedback as to the reliability history of their cars. Sorry for the confusion.
I thought I was the only one that noticed the mismatched bumper cover shades on so many new cars, including Lexus. I’m hypersensitive to it because my own car ended up that way from a minor bump on the rear one and the slight color mismatch from the replacement can be jarring at the wrong time of day (*and it was perfect originally, despite being a 90s American Ford product). I think white can be the worst offenders though, not as much plain refrigerator, though I do see it occasionally, but pearlescent/metallic whites always seem to be a shade or two off.
Lexus’s current ad campaigns seem to be Dodge Lite lately – Look how awesome the IS looks doing a burnout or a drift! – Ironic considering the dozens of traction/stability control settings designed specifically to prevent the tires from losing the traction like that.
Typically the bumpers are painted by the supplier before delivery, not in the assembly plant’s paint shop. What makes matching the paint more challenging is the paint is not the same as that used on sheetmetal because it needs to flex more if the plastic bumper is hit without cracking etc.
I wonder if part of the problem is the material of the cover. On lot of newer cars they’re black, my car and a lot of 80s-90s cars they’re a yellowish color. Mismatches don’t look so prevalent on that era car unless they were repainted(as in my case).
Matt you should have seen the bumper on a brand new 2016 RDX that I sold last week. It was horrible – it looked yellow! And that was on a $44k brand new Acura!
“The Relentless Pursuit of Perfection” may be one of the best slogans in advertising history.
It does not imply perfection (in case there is a recall or something like that), but makes a person feel like the company is single mindedly and vigorously working toward the best product and experience possible. The details and benefits in the ad text support the idea. Even a recall, if done right, could be the Relentless Pursuit of Perfection.
Contrast that to Cadillac’s one time “Standard of the World.” While it worked well for a long time, it was clearly wrong by 1981, and everyone knew it.
That Lexus slogan is probably the best one ever done since Packard’s “Ask the man who owns one.” It has a same seriousness, the same gravitas . . . and it made Cadillac’s “standard of the world” just sound like loud bragging.
Too bad–Nissan really tried hard, and lots of cars besides the original Q really showed that effort, like the Z32, Primera/G20, Sentra SE-R. It’s just a shame the attention was so hit or miss–why’d we get the M30, and without 24-valves or a turbo? Why’d the 240SX come with a truck engine?
But if you think about it, Lexus has a lot to prove once again. The LS has been an also ran for some time, and the rear-drive prestigious models with the L logo aren’t selling as well as the Camry knock-offs. Upcoming flagship coupe is promising, however.
I agree it’s a shame that Nissan wound up botching Infiniti, as the brand had nice potential. In many ways, Infiniti’s cars and their corporate philosophy were more interesting and more uniquely Japanese (and I mean that it a good way) than Lexus, which as a Toyota was more of a “copy and improve” brand.
I also agree with you about the current state of the Lexus brand–it has devolved from being a true luxury marque and is really more of an upper-middle cushy brand, just like Buick, Chrysler or Mercury in their heydays. I think it will be incredibly challenging for Lexus to move further upmarket again in any meaningful way.
So if you want bushido buy a Q45. If you want a Mercedes like cushy vault but without the Las Vegas (Cadillac) buy an LS400. Know your audience is perhaps the #2 tool you learn in marketing behind know your product. There have been many good cars that have sold poorly and many bad cars that have sold exceptionally well despite. Many reasons for that but mostly because they car hit the right button with a group of people that responded to it.
As far as your last sentence, the key singular word that sums everything up is: VOLUME. Prior to the mid 1990s, most import brands were content in being unique and in many ways quirky. Their early buyers loved them for that and that’s why they had devoted, if somewhat limited followers. When the brands broke out into the mainstream and began to sell at the same or great levels than the domestics, then the manufacturers fell back to the same old management routine of chasing the dollars and the numbers. Every make has been guilty no more so than VW that is a far cry from the Beetle-Rabbit days of the 60s-80s.
I can’t not think of this from this ad campaign
https://youtu.be/DmCraX8dESE?t=16s
The was a whole advertising trend in the late-80s of zen-like commercials that created a “feel” without telling you anything about the product — most of them didn’t work very well and came off as pretentious. With the Infiniti campaign it became a joke for the nightly talk shows (“sales of rocks and trees are up 30%”) that killed off the fad for good.
I’m going to probably be the only one here who liked the Infiniti ads. Given my interest in meditation and Eastern spiritual practices, the Infiniti campaign spoke to me in a subliminal way.
I think it was just 20-25 years ahead of its time, given that the use of this type of symbology and meditation/zen inspired has become much wider used nowadays.
I’m not saying they were effective for the larger population, but I thought they were refreshingly different and conveyed a sense of the company’s values and goals, even if they didn’t really live up to them.
The ads were beautiful. Unfortunately, the American public was a bit too dense to catch what was being pitched. And/or the ad agency was being too clever by half.
Always liked the Infiniti cars better back then, as they were more interesting. The Lexus was nothing but a Japanese Mercedes copy. Unfortunately, once again the American public were hell-bent on proving Mencken right when it came to car buying. And Nissan was the loser. Until they finally hit rock bottom and rebadged a Maxima into an Infiniti by doing next to nothing except slapping on badges and making leather standard.
And, of course, the I30 was the first Infiniti that sold well.
Fortunately, they started to pick back up after that.
Like so much associated with Infiniti, there were elements of brilliance in the ads that got lost in the execution. The Q45 was arguably a more inspired car overall than the LS400 Benz clone, yet details were wrong (such as the car’s grille-less face) in an unforgiving segment. Likewise with the ads: while Lexus simply copied and updated Mercedes-Benz advertising from the 1980s, Infiniti chose their own direction. But, wow, were Nissan (and the ad agency Hill Holliday) off-base with the approach in so many ways. The teaser campaign went on far too long and was too heavy handed. The Zen-to-car ratio was mis-calibrated: the ads needed to tie-back to the product much sooner, and demonstrate how the Japanese design philosophy would benefit consumers and/or set new standards for style. Goes to show the business truism that improving someone else’s idea rather than forging new territory can be a very smart bet.
I too liked those Infiniti ads, Paul. I totally agree with you regarding the timing of them. I too think they may have been a couple of decades ahead of their time. In today’s world with Whole Foods, yogurt with granola, vegans, eating healthy in general, preserving the environment, yoga, meditation and all things “green” the American public may have noticed them more and taken to them far better today than they did 25 years ago.
I remember when the Infiniti Q45 and the Lexus LS400 were introduced to the American car buying public. I remember saying to myself “it’s about damn time! We’ve been wanting a Japanese luxury car for a very long time,” at least I was. Looking at today’s Lexus and Infiniti cars and Lexus and Infiniti cars of 25 yrs ago, I prefer those earlier cars than what’s being offered by both marques today.
Agree 100% with CNS.
Although the ad’s didn’t connect with a lot of people, they did generate conversation (and interest) about Infiniti in a what does the car look like and what were they thinking kind of way.
I keep forgetting about Infiniti these days. I think the reason it lost popularity recently is its lack of new CUVs: although the QX50 (former EX) was facelifted recently, it is still a 2008 design. It was never a huge seller or widely promoted to start with. It’s also too small. The Lexus RX has been redesigned TWICE since then!
The QX70 (former FX) is slightly newer, but still old and not especially roomy. Yes, that car was a big deal when the original was introduced in 2003, but its looks are no longer a selling point.
They’ve hurt themselves by going thru a completely unnecessary model name change. The old alphanumeric designations at least made sense, you look at the trunk lid and figure out immediately where the car is in the corporate hierarchy. The new ones I can’t follow in the slightest.
I agree. It makes no sense that the QX60 (former JX) is larger than the QX70 (former FX). And the old G-series became the Q40 (sedan) and Q60 (coupe) – yet the next generation of the sedan became Q50. It is not a logical naming scheme.
I get what they are attempting to do–the QX70 is more expensive and occupies a higher place in the lineup than does the QX60. So they gave it the higher number. However, it could also be interpreted your way, that the 70 should be bigger than the 60. So it’s quite flawed.
At least the QX80 is biggest in price and size. Man, those things are huge.
I liked the Infiniti ad. Remember these were the first Japanese luxury cars in America. Japan had already built enough good mainstream cars that they did not need to stress basic design competence, the point as I read it of the Lexus ad.
Instead the Infiniti promised much more. It promised opening up a world to a new world of high culture that America had not experienced in their previous American and European luxury autos. To actually pull it off would have required a home run that did not happen. As good as the first Q45 was, there was just not enough volume at the high end in the difficult economy of the early nineties. In 1985, without a simultaneous Lexus, the results might have been much different.
I personally was much less impressed by the recent zig zags at Infiniti, of the move to Hong Kong, the hiring of an Audi castoff, and the change to a different numbers and letters naming scheme.
The thing about those Infiniti ads that I remember the most is how Oldsmobile ran ads spoofing them. Now Olds is gone and Infiniti is still here. Who’d a thunk it?
I always liked the original Infinitis. I guess because of their ads whenever I saw one of the original Infinitis they would give me that “Zen” feeling. Lexus always had a snooty feel to it, and Acura was the luxury/sport brand. However, where Acura missed the boat was with their advertisement and discontinuing popular nameplates, IMO. They are great cars, and were the first Japanese luxury brand introduced in the United States – 30 years ago! The Legend and Integra were ultra popular and sadly fizzled out because of marketing ignorance on Honda/Acura’s part. Get rid of two hot selling nameplates? Are you kidding me? Enough of the ridiculous alpha-numeric names. If the RLX were called Legend like it was 20+ years ago it would be selling great today. (It is still called Honda Legend in Japan) If the ILX were called Integra it too would be a hot seller as well. Why take popular, well-known names and remove them? Now that the MDX and RDX are popular and well known, why not change their names? NO NO NO!
The ads got my attention, and then the Q45 floored me. The last thing in the world I wanted was a “prestige” car (HATE that word!), but this was something with sleek-but-sober looks, power, handling, and the cojones to sport that much-derided “belt buckle” instead of another reminds-me-of- something grille.
And then for Round Two they stuck on a grille that looked like something from an MGA. Blech!
We owned two M30 convertibles. Really well designed with ample trunk room and all around performance. We even have some of the manuals and two toneau covers that could go to good homes.
I think the other problem with these ads is that not only were they confusing (At least for the majority, I see that people got what these ads meant) they came off as pretentious. Not just because of the style of the ad in question, but it was also because Infiniti were a relatively new company for the most part. I mean, they were an upscale manufacturer, but when you run ads like these when your unknown and starting out, the product you have better be really worth it, like blowing everyone’s minds worth it. When the Infiniti Q45 came out, I bet a lot of people looked at the product after the ads were run and went “really?” I understand why Infiniti ran these ads, especially in regards to the mission that they were trying to do with the Q45, but these kinds of ads don’t necessarily transcend cultural barriers and the result just ends up being lost in translation.
I find them pretentious too, these were ads that were aimed to appeal to people who live to patronize – No, it’s not that I don’t “get it”, I’m not interested in zen, I’m interested in a car, and a fruity ad campaign trying to appeal to my spiritual side isn’t going to convince me that this completely unproven car will be anything other than a hunk of steel rubber and plastic like anything else, now what the hell does this one look like already? 😛
Daily reader here but a rare contributor.
I remember the ads. And it infuriated me so much that I never looked at Nissans or Infinities ever again. I kept waiting for the real car to show up in the ads. But I saw actual car pictures only when the actual car became available in US. And to me, the looks were a let down after waiting so long and putting up with the abstract ads. I felt my intelligence was insulted.
That and the fact that I owned a 84 300ZX which started developing electrical problems. The ECU went out . The digital speedo had lots of bulebs that were failing.. A friend had a Sentra in which the ECU went south too.
That was it. I never gave a glance to a Nissan / Infinity again. In contrast, my 2000 Chrysler Town and Country and 2001 Lexus RX300 have been dead reliable.