ABOUT INFINITI
Infiniti is the luxury car division of Japanese automaker Nissan Motor Co., Ltd. Infiniti officially started selling vehicles on November 8, 1989 in North America and its global operations have since grown to include the Middle East, South Korea, Russia, Switzerland, China and Ukraine. Infiniti began sales in additional European markets in late 2008. Today, the Infiniti global network includes more than 230 dealers in 15 countries.
The Infiniti name is not used in Japan, so most Infiniti models are sold under the Nissan marque: G37 sedan/coupe (Nissan Skyline Coupe), M35/45 (Nissan Fuga), EX35 (Nissan Skyline Crossover) and Q45 (Nissan Cima), the latter which was discontinued as an Infiniti model after 2006. The Infiniti FX and QX56 have no Nissan equivalents and are not sold in Japan.
According to Infiniti, the company's logo is a combination of a stylized highway infinitely heading towards a distant horizon and a modified infinity symbol. It also suggests Mount Fuji, a Japanese icon.
History
1989: The beginning
The Infiniti brand was introduced in the United States in 1989. Its purpose back then, as it is now, was to create and sell premium vehicles in the United States that wouldn't have otherwise fit in with Nissan's more mainstream image. Not by coincidence, Infiniti was created around the same time as Japanese rivals Toyota and Honda's luxury brands, Lexus and Acura respectively, since Japan imposed Voluntary Export Restraints for the US market, so it made more sense for the Japanese manufacturers to export more expensive cars there.
The Infiniti marque was launched with the Q45, which was based on the JDM Nissan President on a shortened wheelbase. The Q45 included a 278 hp (207 kW) V8 engine, four wheel steering, and active suspension system offered on the first generation Q45t. These would have made it competitive in the full-sized luxury segment against the Mercedes S-Class, BMW 7 Series, Jaguar XJ and Cadillac Fleetwood, however the Q45 found few buyers due to its styling in comparison to the Toyota rival, the Lexus LS. Launched alongside the Q45 sedan in 1990, the 2-door M30 coupe had relatively weak sales during its three production years.
Infiniti M30 Convertible
Infiniti sales were slow due to their introductory advertising efforts. The company's initial campaign aimed to bring about brand awareness with Zen-influenced spots that focused on nature and tranquility. However, the ads didn't show the actual cars, and many believe this omission did no favors for a company that was hoping to have buyers recognize and clamor for its vehicles.
Mid-late 1990s
In 1997, Infiniti released the QX4, modifying and adding luxurious accomodations to the Nissan Pathfinder, choosing instead not to use the Nissan Safari. This made Infiniti one of the first makers (apart from SUV specialists, Jeep and Land Rover) to offer a mid-sized luxury SUV - predating the release of the Lexus RX 300, Acura MDX and the Mercedes-Benz ML320. The QX4 was released after Acura's introduction of the larger SLX (a rebadged Isuzu Trooper) and the Lexus LX (a rebadged Toyota Land Cruiser). Like a traditional SUV, it was based on a truck platform, which gave it a competitive edge against the aforementioned competitors for its off-roading abilities. Infiniti later decided to offer a larger SUV to compete with the Land Cruiser / LX by offering the Infiniti QX56 based on the USA market Nissan Armada in 2004.
By the late 1990s, however, Infiniti was consistently behind Lexus and Acura in sales. The Q45 had retreated considerably from its focused, taut rendition of an sporty executive sedan, having become a barely recognizable, ponderously-handling sedan that earned the nickname "The Japanese Lincoln." In 1999, Infiniti reintroduced the G20, based on the JDM Nissan Primera, a compact sport sedan whose production was halted for 1998. The G20 was marketed as a competitor to European entry level luxury sport sedans, but with an underpowered four cylinder engine and compact size, it fell short. Also at dealers the G20 was marketed primarily to the wrong demographic middle-aged professional women, and as such was not as popular new as its actual main competition, the similarly-priced Acura Integra. Infiniti's other offerings, the jellybean-shaped J30, and the Maxima-based I30 never garnered large followings, and the company, bereft of an image or a following, floundered.
2000s
By 2000, Infiniti was facing extinction. The company rededicated itself to developing a dynamic and powerful line-up of sporty luxury cars. Car and Driver reported that Infiniti executives invited members of the motoring press to a meeting where they "swore never again to take their eyes off BMW." Although this effort began with a completely redesigned Q45 flagship for the 2002 model year, it was the G35 that turned sales around for Infiniti in 2003. A sports sedan far exceeding the capabilities of its Nissan Primera-based predecessor (the G20), the Nissan Skyline-based G35 became an instant hit, named Motor Trend Car of the Year in 2003. The release of the sport-tuned FX35/45 crossover that same year piggybacked on the G35's success. The FX used the same components under the skin as the G35 sport coupe and was designed for American tastes. It combined sports-car handling and performance with station wagon-like versatility and all-weather capability. After a few years, a number of manufacturers began making similarly-styled vehicles, so Infiniti reclassified the FX as a Crossover utility vehicle (CUV). In 2004, Infiniti added an all-wheel drive version of the G35 sports sedan in an effort to sway buyers from similar all-wheel drive sports sedans from competitors Audi and BMW.
Infiniti's sales and reputation continue to rise as Carlos Ghosn follows through on his vision to break Infiniti away from its Nissan roots. The G35 series helped re-define Infiniti as the "Japanese BMW," an image it continues to cultivate. This reputation has been enhanced by the FX35/FX45 SUV, and the redesigned M35/M45 for the 2006 model year. The M35/M45 garnered impressive acclaim from the automotive press, winning an eight-car comparison test in Car and Driver and also named the best luxury sedan in Consumer Reports. The M45 model featured the same engine as the flagship Q45, and its success prompted Infiniti to remove the Q45 from its lineup for the first time ever in 2007, at which time the M45 became the flagship model. The Infiniti M (2003 - 2005) and the Infiniti G (starting in 2003) were known in Japan as the Nissan Gloria and the Nissan Skyline; the Gloria and Skyline were originally conceived by the Prince Motor Company in 1955 - 1957, which Nissan acquired in 1966.
2008 Infiniti G37 Sport
For the 2007 model year a redesigned version of the G35 sedan was introduced, followed in 2008 by a new version of the company's G coupe, the G37. The coupe was first unveiled at the New York International Auto Show. Also released in 2008 is the new Infiniti EX35 compact crossover, which is Infiniti's entry into the compact luxury crossover market. The EX shares the G35's 3.5 liter, 306 hp (228 kW), V6 engine. Competitors are the BMW X3, Land Rover LR2, and Acura RDX.
Carlos Ghosn, President and CEO of Nissan Motor Co. Ltd., unveiled Infiniti’s arrival in Europe at the Geneva Motor Show 2008. The official launch is scheduled in the autumn of 2008 and will be phased over a two year period as Infiniti rolls out its operations across 21 European countries. Four models are offered in Europe: the next generation of the Infiniti FX37 and Infiniti FX50 performance SUV, the Infiniti G37, the Infiniti G37 coupe, and the Infiniti EX37 crossover. Infiniti Europe’s headquarters are based in Rolle, Switzerland.
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