New Infiniti M Hybrid To Offer 360 Horsepower And 32 MPG, Gets TBWA\Chiat\Day To Advertise

We drove the 2011 Infiniti M37S a few months back; we liked the car for the most part, but couldn’t seem to get over how much gas it sucked down — even for the V6 we tested. Now, Infiniti has put a hybrid system into the M sedan, improving both power and fuel economy over the V6 in a move Infiniti considers “A challenged notion of what a hybrid should be.”

The 2012 Infiniti M hybrid is set to launch this spring with a few new innovative features for Infiniti. The M hybrid will take advantage of Infiniti’s own (surely with help from daddy Nissan) Infiniti Direct Response Hybrid system which consists of a one-motor, two-clutch parallel hybrid system. The system allows Infiniti to make the claim that the M hybrid is the only car in America with 360 hp and 32 mpg (since european-only diesels can do this now).

Infiniti has advertising powerhouse as Apple, TBWA\Chiat\Day, to help them with the M hybrid. They will begin to run spots starting today for the NCAA’s March Madness tournament. This is Infiniti’s second year with a large brand presence at the tournament. If only the Crimson Tide were to make it in this year.

Press Release

03.17.2011 , FRANKLIN, Tenn.


– New Advertising Campaign Focuses on the 2012 Infiniti M Hybrid, the Only Vehicle to Offer 360 Horsepower and 32 MPG –

Infiniti announces its first high performance hybrid in bold style. In a new ad campaign that challenges the conventional notion of what a hybrid can be, Infiniti takes viewers on a journey through the history of hybrids, starting over 100 years ago with the invention of the first hybrid car in 1888, to the hybrid patent in 1909, through the hybrids of the ‘70s and on to hybrids today – directly challenging the notion that you can’t have great performance and great fuel economy.

With a fully integrated campaign, Infiniti is boldly challenging consumer perception that hybrids are boring. To drive this point home, Henry Rollins, former frontman for the band Black Flag, is the voice of the campaign.

The 2012 Infiniti M hybrid is set to launch nationwide in spring 2011. The groundbreaking new vehicle features the all-new Infiniti Direct Response Hybrid™ system – a one-motor, two-clutch parallel hybrid system. The Infiniti M Hybrid is the only car in America that delivers 360 horsepower and 32 miles-per-gallon.

“The new Infiniti M Hybrid provides the same level of luxury and performance as the rest of our lineup and builds on the strengths Infiniti has always been known for,” said Infiniti Vice President Ben Poore. “Style, luxury and performance will always be the cornerstone of everything Infiniti does.”

The spots begin airing on March 17th during NCAA® March Madness®. Infiniti is a corporate partner of the NCAA, and specifically of NCAA Men’s Division I Basketball. This is the second year Infiniti will have a large brand presence in the tournament.

Infiniti will have over 100 spots across all four networks, including the Men’s Final Four®. In addition, Infiniti will also have custom vignettes and digital and social elements all surrounding March Madness.

The Infiniti M hybrid campaign was created by TBWA\Chiat\Day Los Angeles and includes a total of four TV commercials, print and digital work.

About Infiniti
Infiniti offers a full-line of luxury performance automobiles, including the G Coupe, Sedan and Convertible, M sedan, EX and FX crossovers, and the QX full-size SUV. More information about Infiniti and its Total Ownership Experience® can be found at