Infiniti ponders AMG rival

An AMG-rivalling performance division is being considered by ambitious Japanese luxury brand Infiniti.

The Nissan-owned company does currently have its IPL (Infiniti Performance Line) brand, but that does mostly cosmetic work.

However, new Infiniti global president Johan de Nysschen told motoring.com.au at last week’s local launch of Infiniti that a true high-performance division was a “top priority”.

“I think we need to further cement our positioning as a luxury but also a performance-oriented manufacturer,” he said. “We have seen our involvement in Formula One and I would like to further strengthen the connection between our road cars and our exposure in that area. So this is also something that is quite high in my priority list working with the team.”

A decision on an Infiniti performance division should be made – at least in principle – in September. Mr de Nysschen has just completed two months' due diligence of the brand and will present his findings and recommendations to Mr Palmer and Nissan-Renault global boss Carlos Ghosn this month.

The performance division should then be locked in as part of a detailed overall Infiniti business plan by the end of 2012. As the former MD of Audi in the USA and Japan, Mr de Nysschen has an intimate understanding of how much the performance off-shoots of the German luxury brands – Mercedes-Benz AMG, Audi RS and BMW M – assist their image and sales performance.

“IPL today is a little bit of performance element but largely cosmetic,” he said. “I would like to develop that.”

Mr de Nysschen also hinted that IPL could be in for a name change: “We have to think about it. I have my own opinions about that.”

The latest news contradicts what local MD Kevin Snell told motoring.com.au less than two months ago, pointing to the company's rapidly changing brand profile. Mr de Nysschen won’t have far to look for assistance in creating high-performance Infinitis, as Nissan Motor Company already owns the high performance tuner NISMO. That was a point stressed by Mr de Nysschen’s boss Andy Palmer, also in Australia for the Infiniti launch.

“We have NISMO, so inherently within the group we have the capability to make performance cars,” he said. “We haven’t exercised that or structured it in such a way so it could be applied to IPL or whatever it becomes in the future. But the technical capability exists there.”

With a new generation G series sedan launching early in 2013, Mr de Nysschen is no doubt conscious this 3 series rival could use a true M3-style derivative spun from it.

Infiniti is also working on the development of a halo sportscar – previewed by the EMERGE-e (pictured) and Essence concepts – that could also be developed by a NISMO-style business.

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