Infiniti’s 2018 Resolution: Luxury Is Better Shared


Infiniti QX80

In the first TV spot for the new 2018 QX80, the brand’s flagship full-size SUV, INFINITI is taking the position that “luxury is inclusive and sophistication is something to be shared.” From its press release:

Airing for the first time on Jan. 1, the U.S.-wide national spot, titled “Thrones,” opens with a series of images of the most luxurious seats from around the world. Taking inspiration from various regions and historical eras, the thrones featured were custom made.

The spot then cuts to a scene of friends inside the new INFINITI QX80. Each is enjoying the spacious and comfortable seating and specially crafted luxury features, including quilted semi-aniline leather-appointed seats, wood trim accents, the updated INFINITI InTouch infotainment system, and an advanced rear entertainment system.

“We designed the 2018 QX80 with the mindset that luxury is better when shared, offering luxurious amenities that every passenger can enjoy,” said Phil O’Connor, director, Marketing Communications and Media. “The beginning of the commercial says it best: ‘For centuries, the best seats were built for one.’ Today, we aim to deliver the ultimate expression of inclusive luxury, where no passenger takes a back seat.”

In addition to the television campaign, fans and followers can enjoy a variety of shorter films on INFINITI’s social media and YouTube channels.

The 2018 QX80, on sale across the U.S., stands apart with a refined and spacious cabin that features high quality materials, a hand-crafted finish and advanced driver-assist technologies—all combining to promote a sense of inclusive, modern luxury and set new standards for upscale sophistication. With a taut, yet comfort-oriented suspension, and ample performance from its 5.6-liter V8 engine, the new QX80 gives drivers an assured feeling of control and confidence at the wheel.

Hong Kong-headquartered INFINITI Motor Company launched in 1989 and is now present in 50 markets around the world. Its range of premium automobiles is currently built in manufacturing facilities in Japan, the United States, United Kingdom and China. INFINITI design studios are located in Atsugi-Shi (near Yokohama), London, San Diego and Beijing.

INFINITI is in the middle of a major product offensive, also promoting the 2018 QX50 and Q50 (with an assist from Steph Curry):

The brand has been widely acclaimed for its daring design and innovative driver-assistance technologies, while its Infiniti Lab in Hong Kong supports promising startups.

From the 2016 season, INFINITI is a technical partner of the Renault Sport Formula One team, contributing its expertise in hybrid performance.