Lexus has close eye on Infiniti

The luxury divisions of Toyota and Nissan – Lexus and Infiniti – established in North America 22 years ago, are poised for an Australian rematch.

Back then it offered for sale just one model, the Q45 V8 limousine that cost $140,000 and was bought through Nissan dealers.

The revived Infiniti will initially have four models to choose from – coupe, convertible, small sedan and mid-size SUV – and available at three exclusive dealers, one each in Melbourne, Sydney and Brisbane.

Although Lexus outsells Infiniti by two-to-one in North America, the boss of Lexus Australia Tony Cramb (pictured) is still cautious about his new rival.

“They will have learned from their previous experience, so we see them as a serious competitor,” he told Motoring.com.au.

“They didn’t do well last time but they will have learned from their mistakes. Competition is a good thing.”

Cramb said Lexus didn’t have a counter-measure in place but was watching with interest.

“We don’t have any specific counter-measures, it’s a watching brief at this point,” he said.

The global boss of Lexus, Karl Schlicht, said Lexus had a strong track record against Infiniti.

“Lexus was stronger when it was first launched, maybe we had a clearer marketing message,” he said. “Lexus gained traction, stronger, quicker. We were seen as the Mercedes of the Japanese brands.”

In North America Infiniti sells about 100,000 cars a year, Lexus sells at least 200,000.

“I know in the USA [Infiniti is] doing comparative advertising against Lexus, so they obviously feel the need to challenge Lexus.

“We don’t feel that at all. Our competition we feel is the Germans. And we think we should find our own space within that area the Germans occupy. We need to … be relevant to those buyers and find our own flavour of ride, handling, feel, luxury, service.”

Read the latest news and reviews on your mobile, iPhone or PDA at carsales' mobile site...