Infiniti, Bartsch take on 'the establishment'May 5, 2014 - 12:01 am ET
Michael Bartsch has been Infiniti's U.S. boss for less than a year. But he is in the thick of the brand's transformation. Bartsch says Infiniti wants to create a halo, or 'aspirational' car, while also moving into the small crossover segment. He believes the brand is primed to take on established German luxury marques, and says Infiniti dealers are essential elements of the brand's business model.
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