Infiniti Heads Across the Pond

Although we’ve had the pleasure of having the Infiniti brand here in the States for quite awhile, the brand is still unknown to many European consumers. However, Infiniti is currently working hard to change that as Nissan’s luxury brand is finally making its debut across the pond.

Armed with an all-new tagline, Inspired Performance, Infiniti of Europe now has the task of transforming itself from a completely unknown nameplate to a top-tier luxury brand that rivals Euro mainstays such as Mercedes, Audi, and BMW in the minds of European drivers.

To achieve their lofty objective, Infiniti will be opening 21 sales centers in 13 European countries over the next several months, with the ultimate goal of having about 80 Infiniti Centers by 2010. While only 7% of Infiniti’s total sales were made outside of the U.S. in 2004, by 2010 Infiiniti expects about 25% of sales to be from markets abroad.

Creating the Infiniti all over again is certainly no easy task. However, the automaker’s current lineup is its most critically acclaimed and offers something that is truly different within competitive luxury markets. Except for the full-size M sedan and the behemoth QX sport utility vehicle, the European lineup will include the G37 Sedan and Coupe, the EX crossover, and the larger FX performance crossover – all of which make up a fresh lineup that should help Infiniti become a well-known brand in Europe soon enough.

Paris, France – October 1, 2008 – Infiniti is marking its arrival in one of the world’s most competitive luxury markets, solidifying its top-tier luxury brand positioning and launching its new brand platform worldwide through its new global tagline: Inspired Performance.

Infiniti is making its European debut with the opening of Infiniti Centre Mirabeau, the first completed Infiniti dealership in Europe, located within the Paris city limits. In the next 6 months, Infiniti will open 21 sales centers in cities across 13 European countries, including France, Spain, Italy, Belgium, The Netherlands, Switzerland, Poland, Bulgaria, Greece, Estonia, Latvia, Czech Republic, Romania and Israel. The brand will become established with a select group of partners, and growth will be built over time. By 2010, Infiniti Europe will have approximately 80 Infiniti Centers.

Infiniti’s European lineup will include models such as the Infiniti G Sedan and Coupe, Infiniti EX crossover, Infiniti FX performance crossover and – from mid-2009 – the Infiniti G Convertible. Throughout the lineup, advanced technologies include innovations such as the Around-View Monitor, Intelligent Cruise Control, Intelligent Brake Assist, Four-Wheel Active Steering and Anti Scratch Advanced Paint. Fuel-saving powertrain technologies are featured in the Variable Valve Event & Lift and seven-speed automatic transmissions. An advanced diesel and hybrid powertrain is planned for future models depending on markets.

“Infiniti’s brand promise is a unique combination of peace of mind, hospitality and driving pleasure,” says Carlos Tavares, head of Infiniti worldwide. “Our new tagline illustrates that Infiniti cars are much more than exciting machines that move you from one place to another. Infiniti has an emotional, inspirational appeal, offering a very personal style of modern luxury and respectful treatment for the world’s most discerning customers.”

The Infiniti brand was first introduced in 1989 in the United States, and its name was chosen to communicate that, with Infiniti, customers could experience infinitely more performance, more design and more service. Infiniti’s global footprint expanded into Canada in 1990, the Middle East in 1996, Taiwan in 1997, Korea in 2005 and Russia in 2006. Global expansion continued in 2007 with Infinti Centers opening in the Ukraine and in one of the world’s fastest growing luxury automotive markets; China. By fiscal year 2012, Infiniti will have a presence in most of all the world’s luxury markets.

Infiniti has evolved from its beginnings as a North American origin brand into a top-tier global luxury brand. In fiscal year 2004, only 7% of Infiniti sales were made outside the United States. By fiscal year 2010, it is estimated that over 25% of sales will come from markets outside the U.S.

“Infiniti is known for creating a Total Ownership Experience unlike anything in the industry,” says Tavares. “The Inspired Performance tagline underscores what Infiniti stands for and what Infiniti customers can expect from every interaction with our brand.”

In the United States Infiniti offers a full-line of luxury performance automobiles, including the G sports coupe and sedan, the M luxury performance sedan, EX personal luxury and FX luxury performance crossovers, QX full-size luxury SUV, and the EX personal luxury crossover. More information about Infiniti and its Total Ownership Experience can be found at Infiniti.com.

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