When competing in the same niche you need to have something that will differentiate you from the rest of the pack. You need to do something better than you rivals in order to attract attention.
The 2012 Infinity M35h and the Porsche Panamera S Hybrid for example, compete in the same niche as they are both hybrids that are not only capable of achieving decent fuel economy figures, but are also able to deliver quite a punch in terms of performance.
So a simple question that Infiniti needed to ask and answer in order to promote its M35h was which of the two is the world’s fastest accelerating full hybrid?
As a reminder the M35h produces 360 HP while the Panamera S Hybrid develops 380 HP. 

Commercial: 2012 Infiniti M35h vs Porsche Panamera S Hybrid

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Source: Infiniti via YouTube