Infiniti set for European launch

Infiniti, the luxury car brand owned by Japanese manufacturer Nissan, is set for launch in Europe in 2008 - but just what will it offer to such a competitive market?

The brand was initially launched in the US and Canada in 1989, and has since been sold across North America, Taiwan, the Middle East and Korea.

In 2006 it was launched in Russia, followed by China and the Ukraine during 2007.

And now the marque has its sights set on Europe, with an exhibition of its new range of sedans, coupes and crossovers at the Geneva Motor Show from March 4th.

"In 1999 we made the decision to re-invest heavily in the Infiniti brand, focusing on outstanding products and a premium ownership experience," said Nissan president and chief executive, Carlos Ghosn.

"That investment has made Infiniti the fastest-growing luxury brand in the US and one that is recognised globally for its blend of design, performance and luxury.

"We are now ready to bring this unique brand to consumers in Europe," continued Mr Ghosn.

Key to the brands offering is the iconic FX performance crossover - which will now go head to head against the Porsche Cayenne, Volvo XC90, and Volkswagen Touareg.

With its flagship design, Infiniti aims for the fusion of a substantial, SUV lower body with the sleek, elegant upper body more reminiscent of a classic sports car or sports GT.

In addition, designers sought to combine sports-car performance with SUV functionality - with the resulting FX being a unique combination of aggressive styling, performance and luxury car comfort, according to the company.

On the technical side The FX incorporates a 4.5-litre, 32-valve V8 DOHC VK45DE engine, and the fastest model, the FX45is capable of 0-60 mph in 6.5 seconds.

And while the FX is far from guaranteed success in Europe, the signs are positive from across the Atlantic, where Infiniti has built a reputation for top-ranking customer service, contemporary design and driving performance.

Since Nissan renewed its focus on Infiniti in 1999, sales in the US have grown from 72,637 vehicles to 136,401 vehicles in 2005 - an 88 per cent increase.

This success has now encouraged further expansion into Europe; the market Nissan considers the most competitive in the world.

"This is the ideal time for Infiniti to launch in Europe," said Brian Carolin, senior vice president, sales and marketing, Nissan Europe.

"This timing allows us to bring the next generation of Infiniti models, including a fully competitive line-up of petrol and diesel engines, specifically designed for the demanding needs of our European premium customers."

Along with the FX, Infiniti will also be offering the EX coupe crossover.

A compact luxury Crossover SUV, the EX35 comes with a 290 hp 3.5-litre 24-valve V6 VQ35HR engine, as well as an electronically controlled super-wide ratio five-speed automatic gearbox, with a manual shift mode that includes the option of sequentially selected manual gearshifts and downshift rev matching (DRM).

It will enter competition with the newly announced Volvo XC90, the Nissan X-Trail and the BMW X5 when it goes on sale later this year.

The V6 powered G Sedan and G Coupe models will complete the range when the Infiniti range is launched through Nissan dealers in October 2008.

With such a competitive market already in existence, dominated by Ford and Toyota and Britain, it is difficult to imagine an instant and overwhelming impact for the new brand.

But, buoyed with success in America and the financial backing and retail experience of Nissan, a long-term strategy could see the car establish a foothold this side of the Atlantic.