To Europe and Beyond! Infiniti Launches at Frankfurt

Europeans will get a taste of Infiniti starting in 2008, as the brand prepares tolaunch at this year’s Frankfurt auto show in September. Known as Japan’s BMW, Nissan’s premium brand will introduce two international debuts, an all new compact luxury SUV dubbed EX35, as well as the heavily revised M-series luxury sedan. Upon launch, the brand will offer the successful G35 sedan and the recently redesigned G37 Coupe, plus the high-performance FX35 and FX45 super-sporty SUVs. The extra-large QX-series SUVs will not be offered. The brand’s headquarters will be located in Switzerland (like Chevrolet of Europe), though it has its eyes set on Germany and the United Kingdom as its two most important markets.

As of this year, Infiniti has spread into China, Russia and the Ukraine, complementing its current sales areas of North America, the Middle East, South Korea and Taiwan. Interestingly, despite the fact that Infiniti embraces its Japanese heritage more so than any other Japanese luxury brand in terms of its design language, it has yet to be launched in its home country ofJapan.

While Infiniti has been a success story here in North America, it has several issues to contend with in Europe. Currently, all of Infiniti’s cars are powered by gasoline engines. As wonderful as the VQ series of engines – standard on all of its products – is, its cars won’t sell in the same volumes as its competitors without a diesel. The difference in ownership costs, taxes and what not, could potentially put Infiniti out of reach for some buyers. Though it does not have any hybrid or diesel powered cars currently, it may receive diesels as soon as 2010, as Nissan continues its collaboration with Renault to create a high-performance V6 turbodiesel. North Americans may see this engine in Infinitis as Nissan intends on bringing an engine of similar description for the next-generation Maxima.

Infiniti hopes to target the traditional sporting luxury brands in Europe – BMW, Mercedes-Benz, Audi – but will also compete against Japanese luxury automaker Lexus. With some of the highest customer service rankings in North America, it hopes for a repeat performance in Europe with its Total Ownership Experience (TOE) covering all contact points between owner and automobile, and will sell vehicles in its new “IREDI” (Infiniti Retail Environment Design Initiative) dealerships, which mimic the look of boutique luxury hotels rather than a car retailer.

After the brand makes its initial launch, Infiniti will continue to push its way through Europe using its newest markets to create attention and awareness for the brand around the globe. It’s expected that the next Infiniti to be updated will be the sporty FX SUV, which will most likely make its international debut at next year’s Paris auto show.