To Infiniti and beyond

Chances are you've never heard of Infiniti... Expect maybe from the mouth of a computer-generated animated character. That's about to change. In the next few months the luxury Japanese brand will launch several models into the Australian market, challenging compatriot man Lexus – and the German stalwarts – across several market sectors.

Rivalries aside, Infiniti built from scratch an ambitious new brand, eschewing the simple re-badging of mainstream Nissan vehicles. In 1989 two models went on sale in the US market – the Q45 sedan (pictured) and M30 coupe.

Each wore the new Infiniti badge. With its two central lines leading off into an infinite point on the horizon, the badge symbolises this new luxury performance brand’s desire to be always looking forward... to new horizons; to infinity.

Infiniti dealerships boasting the look and feel of luxury hotels popped up across the USA, the brand boasting a customer-centric approach to sales and servicing that went so far as to include a free service loan car. The idea was unheard of at the time and soon earned Infiniti recognition as an industry leader in customer satisfaction surveys.

As the years rolled by the Infiniti model line-up grew, adding the G20 compact sedan, dramatically-styled J30 sedan, I30 and I35 sedans and luxurious QX4 SUV. It also began exporting to the Middle East and Taiwan. After its first decade, Infiniti was consistently selling 75,000 units a year.

Alas in Australia the brand's launch did not echo the US success. Sold for a short time in the early 1990s, the oversized and overpriced Q45 was universally panned by local media. The establishment of the brand, its reliance on a solitary model and its lack of showroom presence left it unseen by comparison to established marques -- and indeed Lexus. After selling fewer than 130 units, the brand quietly withdrew from the scene.

In 2002, the refreshed marque introduced the G35 sedan and coupe range and the iconic FX SUV followed in 2003. The new models took the brand’s annual sales to 119,000 in 2003 and in 2004 – coinciding with the launch of the QX56 SUV – Infiniti’s cumulative sales had topped one million units.

The M sedan range followed in 2005 and in 2007 was joined by the Infiniti EX, adding technologies that would set a precedent for other luxury car manufacturers, including Around View Monitor, Lane Departure Prevention system and “self-healing” paint.

At the same time, Infiniti was now being sold in South Korea, Russia, Ukraine, China and Western Europe.

In 2008, the brand introduced its most powerful engine yet, a quad-cam 5.0-litre V8 developing 290kW/500Nm. It was followed soon after by the G37 sedan, coupe and folding hard-top – the brand’s first convertible model.

Today, Infiniti has more than 340 dealers in 40 countries worldwide. The first Infiniti models will officially go on sale in Australia in the third quarter of 2012 via three purpose-built dealerships located in Sydney, Brisbane and Melbourne.

Reiterated at a recent drive program in New Zealand, Infiniti Australia quoted Infiniti Chairman and CEO Carlos Ghosn’s well-known summary of the brand’s values:

“Infiniti is not about doing what everyone else is doing. It is not about copying traditional, conservative notions of luxury. We will not try to be all things to all people, but everything to some people.”

The quote could be perceived as an admission of the love-hate relationship Infiniti’s styling is bound to provoke. But until the pricing is announced Infiniti’s success is speculative at best.

Proof positive the emerging (sorry) brand has intentions to build a halo model within the next five years, the Emerg-E Concept promises a blend of performance and technology set to challenge conventional ideals and construction techniques.

The 300kW range-extending hybrid boasts a 0-100km/h time of just 4.0 seconds but can also operate as a zero-emissions all-electric vehicle over a 48km range; its combined CO2 output is just 55g/km.

Leading-edge lithium-ion battery technology and impressive acceleration will front the brochure for this all-electric vehicle, as will smart hospitality features, up-to-the-minute connectivity and a wireless home-charging system with intelligent parking guidance.

Infiniti tells us the LE Concept is more than just another show car and that much of the car’s form – both outside and in – will reach its showrooms within the next two years as its first zero-emissions luxury sedan.

Presented as a concept at the 2009 Geneva Motor Show, Infiniti Essence Concept was created as a celebration of the brand’s 20th anniversary, while at the same time exploring its future design trends. Its breathtaking good looks, graceful proportions and rear-drive dynamics ensure Essence Concept has the attitude and sophistication to stir the emotions of its fans.

The 441kW petrol-electric hybrid coupe may have been an indulgent birthday present to itself, but one that designers and car lovers alike will hold in high regard for many decades to come.

Aimed at the European market, Ethera defies convention with its fluid lines and dynamic silhouette. Measuring just 4400mm long, the smaller hybrid model is a first for the brand; an appropriate and timely answer to changing expectations.

"Etherea is completely different from current luxury compact cars," said Infiniti’s senior vice president of design, Shiro Nakamura. "That is appropriate for a new generation of drivers who think of themselves as different."

INFINITI GOES DOWN UNDER

“It’s very hard to change people’s perceptions of what you stand for, and the values you reflect [once established],” emphasised Snell.

“A lot of our research and focus will be [measured] against everyone else [referring to Audi, BMW, Lexus and Mercedes-Benz], but that’s exactly where we see the challenge and opportunity in building a new brand.”

While the brand may indeed be new in Australia, excusing a small foray in the early 1990s (and of course the 500-odd grey imports on our roads), Infiniti’s association with parent company Nissan is an undeniable, and somewhat enviable strength; one that Infiniti will use as leverage, albeit in a measured dose.

“That’s where it’s really important. That’s the greatest strength,” explained Mr Snell. “This isn’t an unknown brand that you need to worry about whether the after-sales service is going to be there [and that] should give consumers a lot of confidence.”

But Mr Snell was quick to caution that his brand will not simply be an extension of the Nissan product, in spite of its similarities, insisting that the brand must strive to achieve a solid reputation of its own founding if it is to be respected among its peers, and potential customers.

“It won’t be the headline of our communication,” added Mr Snell. “Because what we’re offering the customer, in reality, is an alternative to the traditional, conservative prestige brands; and we’re going to focus on that uniqueness.”

Nissan will, however, ensure Infiniti’s presence Down Under is underwritten, although the luxury brand will – at least initially – stand alone, with dedicated dealerships on the East Coast. Other capital cities and regional centres will come online within the next four to five years.

In the meantime, Infiniti will work to market its unique luxury marque via a considered approach which it says has been over a year and a half in the making.

“Around 18 months ago we commissioned a pretty significant piece of research that focussed on the trends in luxury broadly, and what the trends are in automotive luxury – especially locally,” explained Mr Snell.

“We identified our target group, especially taking notice of what they are currently getting from our competitors and identifying the gaps."

As well as identifying ‘gaps’ in which to make its mark, the Infiniti spokesman said there was strong evidence to support an interest from buyers new to the luxury car market, so-called conquest buyers, who are often the most elusive of all new car purchasers.

“When we first engaged consumers at the Formula 1 Grand Prix in Melbourne earlier this year we got six or eight hundred [prospective leads] from 2000-odd hand raisers. The majority of that group are in existing luxury brands but there’s also a fair percentage that are coming out of high-end mass [-market models] for whom this will be their first luxury [car] purchase,” concluded Mr Snell.

Infiniti will launch its FX SUV and M series sedan range in Australia in the second-half of August this year (2012). Its G Coupe and Convertible models will follow in December.