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DETROIT ( -- The Infiniti Division of Nissan North America starts an estimated $40 million effort for its all-new I35 sedan today in newspapers and national TV.

The tag "More power, More Grace, More I" is meant to reflect the improvements of the 2002-model sedan over the car it replaces, the I30.

Omnicom Group's TBWA/Chiat/Day, Playa del Rey, Calif., also created magazine ads and outdoor due to arrive in October.

The base price of the car is $28,750. Infiniti brand sales are off through August, to 47,059 units vs. 55,375 a year ago, according to Automotive News.

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