Infiniti is, for all intents and accounting purposes, a U.S. brand. Last year, Nissan's luxury division shifted American customers' expectations– I mean sold brand fans 127,038 new vehicles (93,717 cars and 33,321 SUVs). And now Infiniti's heading across the pond to convince European buyers that, uh, what's their tagline again? It's not on the press release. Or the Euro-press website. Uh-oh. Despite a deeply worrying lack of branding, Infiniti is set to open some 80 stores throughout the Eurozone. The world's snobbiest car market. Where logical competitor Lexus has gained about as much traction as a Prius attempting a hill climb in a blizzard. To gauge Infiniti's chances of carving out a niche in the home of the luxury car, I rang-up Infiniti Euro Comms. Director Wayne "No Comma" Bruce for the inside dope on the dealers and the marque's plans for luxury conquest sales. [Podcast below] Bruce reckons sporty value-priced products, exclusivity and bespoke customer service will carry the day. Yes, well, the longest journey starts with a single FX: the new model's ready for its Geneva debut. It'll be the first new Infiniti revealed outside the U.S. Infiniti's going to need that kind of commitment– and then some– to make this venture work. Meanwhile, the brand is being "nurtured" in the Middle East.
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I’d say the time is finally right for them to attempt this.
For the longest while there Infiniti was nothing but a useless footnote in automotive history after the ORIGINAL zooted up 1990-1996 Q45 ended production and was replaced by the Cima based car, and then that utterly disastrous 2002-2005 contraption.
Now the G, the FX and the EX are proving to be heavy hitters that have the sex appeal, performance and (FINALLY) the interior to back all of that up. I don’t see any reason why Europeans would thumb their noses at anything as especially damn sexy as the G37″s”, or find the EX series uniquely practical depending on engine choices (engine variety will be KEY to the European market particularly for the cross-overs).
This all coming from an American/German car die-hard who does his best to avoid the status-quo Japanese. Credit where it’s due I guess.
How does the exchange rate effect the prices of these cars in Europe? Will they enjoy the same price advantage that they have in the USA?
The problem is Infiniti offers nothing special even compared to Lexus. With so many brand snobs in Europe, many will stick to the established brands. Infiniti execs admit their goal is to be a “Japanese BMW”. But in Europe why would people want to buy a “Japanese BMW” when they can buy an actual BMW?
Lexus is gaining traction in Europe with its hybrid models, simply because that is something the competition does not have. In Europe or other markets, if you want a luxury hybrid Lexus is basically your only choice right now, and Lexus seems to be taking advantage of that in Europe.
Infiniti will have to offer something unique in Europe to gain traction. Sporty cars, good customer service, and value won’t be enough.
“But in Europe why would people want to buy a “Japanese BMW” when they can buy an actual BMW?”
I think the exact same question/issue exists in the US as in Europe. It’s not like we don’t have hundreds of BMW dealers here, with a full lineup of models to choose from. 127,038 people last year (me included for full disclosure) still chose to buy the “Japanese BMW” over an actual BMW. I think those looking for a RWD, luxurious, sporty-handling, reliable (the key for me), and value-for-the-dollar car would look long and hard at Infiniti over BMW.
Now, I have my doubts about whether Infiniti will be successful in Europe, seeing how it has taken them almost 20 years to gain traction in the US (and even then, they are way behind the big three of BMW, M-B, and Lexus). As Robert noted in the article, branding will be key…
Infiniti may be sufficently unique to make it in Europe. A significant number of Infiniti FX SUV’s, surely an extraordinary model, have been privately imported by Europeans.
Well if the G35 does well with Jeremy and puts up a good time on the track, that’s half the battle already. :)
No diesel until 2010? They are doomed.
BMW sells 70% diesels in Europe. I highly suspect that pretty much all the gassers they sell are rental-spec 116i and 318d.
If Infiniti wants any kind of success, they have to compete in the company car market. European fleet managers won’t buy into 300+hp gassers, because they depreciate like a used toothbrush.
“value-priced” AND “exclusive”? they’re fairly mutually, er, exclusive… aren’t they?