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Infiniti want to play in the big luxury leagues

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Whilst some car brands are doing their best to hang on to their finances, Japanese luxury brand Infinity is getting serious about taking on the German luxury establishment.

The Nissan-owned luxury brand became an independent division of the Japanese copany late last year and is now planning to push a range of new models into production over the following six years.

According to Infiniti America’s vice president Michael Bartsch, the brand has been a tier two luxury brand and he considers that the next step is to move up to tier one. This means taking on the established names like Mercedes, BMW and Audi.

Apparently the company thinks that the timing is right to introduce a different kidn of design language and level of emotion, contrasting with the very Teutonic German brands dominating the segmet at the current time.

Infiniti is looking to reach the Y and millennium generations because they are open-minded, it’s a different kind of relationship because the company doesn’t sell to them, they buy from the companies. This means that having the right design combined with the right quality and authenticity you can get into that top tier segment.

The vice president continued by saying that part of the push to get more buyers will be a strong product strategy including the new Q30 small hatch, which will also be offered as a small crossover badged QX30.

 

The aim of the Q30 and QX30 is to push Infiniti into the luxury B/C small crossover area, which is the moment’s fastest-growing luxury area in the US market.

 

The next three years are expected to see the start of a transition in the Infiniti design language that will be reflected in the Q50 through all of the products.

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