Infiniti Celebrates 20th Anniversary

November 10, 2009

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FRANKLIN, Tenn. — Twenty years ago, Infiniti opened its doors in the United States with 51 retailers and two models — the Q45 and the M30 — in showrooms designed to look "decidedly different" than those of its competitors.

Four years before any of these retail sites were opened, however, Nissan forged a Horizon Task Force with a goal of creating a new performance luxury brand.

Ultimately, it was the task force's work that singled out non-automotive service companies like FedEx, Four Seasons Hotels and Nordstrom department stores to learn more about what it would take to provide Inifiniti's "Total Ownership Experience," in America, officials stated.

And two decades after the brand launched, officials reflected on the progress made in the last 20 years.

"A dream that started 20 years ago in the United States is now the blueprint for a global luxury automotive brand," shared Toru Saito, corporate vice president for the Global Infiniti business unit.

Through Infiniti's early years in the U.S. and Canada, dealerships grew at a steady pace, as did its models. After the Q45, the Infiniti G20 compact sports sedan, J30 luxury sedan, I30 performance sedan and QX4 luxury SUV were introduced, bringing the company around 75,000 sales per year.

Also in the early years, the company earned many awards for customer satisfaction including J.D. Power and Associates' Customer Service Index highest ranking three times.

In March 2002, the G Sedan hit the market and was followed by the G Coupe in November 2002. By January 2003, the FX crossover SUV made its appearance, and all three earned high praise.

All were being compared to European nameplates for design and performance leadership, executives said.

Two more models were added in North America by May 2005: the full-size Infiniti SQ luxury SUV and the Infiniti M luxury sedan. By late 2007, the Infiniti EX joined the lineup with the second-generation versions of the G and FX following shortly thereafter.

Then the G convertible debuted this past summer.

"In the beginning, Infiniti was an innovator in design, performance, technology and in taking care of our customers throughout the entire ownership experience — just as it is today," Saito added.

On the service front, officials made specific note that its drivers were one of the first to receive a complimentary service loaner car should their primary vehicle require maintenance.

And as far as design, performance and technology, the company's expanding product line is scheduled to include a second-generation Infiniti M sedan in spring 2010, followed by a summer 2010 release of the Infiniti QX SUV, executives highlighted.

Farther out, the company is planning its first-ever hybrid — the 2012 Infiniti M Hybrid — and a future electric vehicle release.

"While the automotive landscape has changed over the years, our tradition of offering the highest levels of performance, luxury and customer care has remained constant," stated Ben Poore, vice president of the Infiniti business unit.

"With a slate of innovative new products ahead and a renewed commitment to customer service, we're looking forward to the next 20 years," he continued.

The company now has a presence in 35 countries, beginning with its expansion in the Middle East in 1996, with progressions to Taiwan in 1997, South Korea in 2005, Russia in 2006, the Ukraine and China in 2007, and Western Europe in late 2008.

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