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In its first global campaign, Infiniti is showing off its Japanese roots.
The initiative seeks to drive home the brand’s association with Japanese-driven art and engineering and to make the Nissan brand’s marketing communications around the world more consistent.
The push comes as the 20-year-old North American-born brand steps up its rollout globally. Infiniti first started its international expansion in 1997 and moved into Western Europe and the U.K. in 2008—markets a comparable Japanese luxe brand, Toyota’s Lexus, has failed to crack.
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