1. Brand premise
2014 inifiniti q50 hybrid

Infiniti already produces accomplished, if overlooked, automobiles, and is building on its record by promising "performance, precision, and passion." It wants to catch the buyer's eye with remarkable design and seal the deal with class-leading features, such as steer-by-wire and active lane control.

Lincoln wants to be the choice of "smart luxury buyers" looking for price points that are closer to premium than luxury. To differentiate itself from Ford (F, Fortune 500), which employs similar engineering, Lincoln offers customized trim packages and personalized concierge shopping.

Advantage: Infiniti

  @FortuneMagazine - Last updated August 27 2013 06:07 AM ET
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