Infiniti has a reputation for producing stylish cars with sporting performance, which have won over fans as demanding as world champion F1 driver Sebastian Vettel. However it wasn’t a smooth ride – there were plenty of hiccups on the way. Nissan introduced the Infiniti brand in 1989, under pressure to compete with Toyota and Honda’s new luxury divisions Lexus and Acura. Japanese cars ruled the American market in the 1990s, but they still had work to do in a crowded market until really finding their feet in 2003 and establishing the G sedan as a new classic.
Slow off the Line
The first Infiniti G sedan hit the market in 1991 as the G20, a slightly improved Nissan Primera with a 140hp 1.6L V4 engine and luxuries including a Bose stereo. Sales were slow in a saturated market of compact luxury cars, and it was discontinued in 1997. The G20 returned a few years later and was now marketed heavily to women, but sales still failed to really take off. After some reflection, Infiniti rebranded in 2003 and emerged as a chic and teach-savvy brand for the new millennium.
Pulling Ahead
The 2003 Infiniti G35 Sedan was based on the legendary Nissan Skyline and was named Motor Trend’s 2003 Car of the Year. The 260hp V6 engine and Infiniti’s intelligent AWD system marked this driveable car as a critics’ favourite and sales rose significantly. A major redesign in 2007 built upon this progress< and the 2010 G37 saw a facelift as well as a 328hp 3.7L V6 engine with smart injection and a litany of exclusive technological features that are now seen as a hallmark of the Infiniti brand.
A partnership with Red Bull Racing sealed their reputation, and international expansion saw sales rise ever higher in new markets like the Middle East. Over the years, Infiniti has built its reputation on cutting edge technology and performance in a subtle package that belies its strength – as a car, and as a brand.
