Experience Infiniti’s Unbridled Passion: Infiniti Car History:
1985-1990 – An idea that comes true
The Japanese manufacturer Nissan established in 1985 a working group (“Horizon Task Force”) with a single objective: to shape a new luxury car brand. The idea is not to improve existing models and sell them at a higher price but to create them from scratch and achieve those of American and European premium manufacturers already established in the US market.
This group draws inspiration from leading after-sales service companies outside the automotive sector, such as Federal Express, Four Seasons Hotels, and Nordstrom (department stores). A hallmark that remains today surprises competitors and customers with details such as business cards or accessories.
Finally, in July 1987, the new firm integrated into Nissan is christened “Infiniti,” in a clear allusion to its desire always to look forward. Sales officially began on November 8, 1989, at 51 centers in the United States. The models marketed are the Q45, a saloon with surprising performance, and the M30 coupe.
1991-2000 – Excellent customer service
Infiniti is positioned in the American luxury vehicle market with its only two models. They released a letter of introduction and a reflection of his philosophy to all his creations: originality, performance, quality, and enthusiasm for driving.
Despite its limited offer, the brand climbs positions thanks to its excellent customer service. Its satisfaction program, dubbed the Total Ownership Experience, has won several awards, including first place in the Customer Consumer Service Index study, prepared by the prestigious consulting firm JD Power and Associates.
Parallel to its successes, the number of models and dealerships present in the United States and Canada is also growing. The Q45 evolves and incorporates a somewhat more traditional cabin and exterior. Meanwhile, the M30 is discontinued. In addition, they join the compact sports saloon G20, the J30 (more luxurious), the I30, and the QX4 SUV.
After a decade of existence, the premium brand created by Nissan sells around 75,000 units annually.
2001-2009 – Japanese luxury leaps to Europe
With the new millennium, the leadership of Nissan in general and Carlos Ghosn, in particular, decide to revitalize Infiniti and focus on a new range of rear-wheel drive or four-wheel drive cars.
The first arrives in the G35, a saloon that was presented in March 2002. It is followed by the coupe version (November of that same year) and a crossover SUV christened the FX (January 2003). In 2003, sales totaled 119,000 units, and Infiniti became the fastest-growing premium brand in the United States. As the decade progresses, new products arrive on the North American market, such as the QX SUV (2004), the M saloon (2005), the EX (2007), and the second generation of the G and FX. Meanwhile, the I35, QX4, and QX5 are gradually withdrawn.
These years represent a before and after for the brand, which is expanding its borders. Although initially, Infiniti concentrated its activities in North America, from 1996, it began a process of expansion (the Middle East and Taiwan) that culminated this decade with the entry into South Korea (2005); Russia and Ukraine (2006); and China (2007).
The expected arrival in Western Europe l (Spain included) takes place at the end of 2008. The registrations of models in the Iberian market begin in September, thanks to an agreement that makes the Bergé Automoción group the official distributor. Simultaneously, the firm is launched in Belgium, Bulgaria, France, Italy, the Netherlands, Poland, and Switzerland.
The manufacturer has continued its growth (Germany and Great Britain) and new ones during the last year. Currently, the Japanese premium brand sells its vehicles in 35 countries (93% of the global luxury market).
