GS69

Infiniti to Challenge BMW, Audi & Mercedes-Benz
A new luxury brand is on the way to Australia with hopes of upsetting the establishment.

BMW, Audi, Mercedes-Benz and Lexus will soon have a new challenger in Australia from Nissan.

The Japanese car maker today confirmed it plans to sell a range of sedans, coupes and SUVs under its US-focused luxury brand Infiniti from around September 2012.

As part of a global expansion that now reaches more than 40 countries beyond its 21-year-old US market, Infiniti ‘‘will not be a niche player’’ in Australia and take on established luxury brands in terms of price and specification. 3 models will be initially sold in 3 stand-alone, franchise-owned dealerships in Melbourne, Sydney and Brisbane.

The fastest-growing luxury marque that outsold Audi in the US last year says it differs from its competitors — including Toyota’s own luxury brand Lexus — by offering ‘‘aggressive, modern and edgy vehicle design’’, ‘‘inexcusably sporty driving dynamics’’ and a ‘‘boutique, hotel-type customer experience’’ akin to the attentive Japanese hospitality philosophy.

The 3 initial Japanese-built models include a BMW 3-Series-sized G37 coupe and convertible, an Audi A6/BMW 5-Series-sized ‘M’ large car and the uniquely styled FX crossover SUV hero, about the size of a BMW X5. Infiniti Cars Australia chose against the aging G37 sedan, opting to wait for an all-new model due to be unveiled within the next 2 to 3 years.

Engine choices comprise a 175kW/550Nm 3.0-litre turbo diesel V6, a 235kW/360Nm 3.7-litre petrol V6 (closely related to Nissan’s 370Z sports car) and a 5.0-litre petrol V8 producing 290kW and 500Nm of torque. All will be mated to a 7-speed automatic transmission via either all- or rear-wheel drive, depending on the model.

Australia’s Infiniti general manager Kevin Snell remained tight-lipped about prices at the brand’s pre-launch event this week, other than to say that Infiniti ‘‘will not be the cheapest luxury brand’’ and that they will be better equipped than European competitors. He also quashed any suggestion that Infiniti would follow Lexus’ value-packed business model of leaving no features to the options list.

Infiniti will target a younger buyer demographic aged between 30 and 40 years compared with some of the traditional, conservative luxury makes who are typically older.

‘‘Infiniti customers are ‘‘quiet rebels’’. They’re rebellious of the mainstream and are typically looking for something different,’’ says Snell.

‘‘They’re more of an individualist-type customer who are passionate about design and technology. They are early adopters and risk-takers and don’t like traditional conversative status and want to stand out from the crowd,’’ he says.

‘‘They might even be tired of an Audi, BMW or Mercedes their neighbour drives’’.

Infiniti arrives in a notoriously tough Australian luxury car market that rewards history and longevity. It took Audi years to crack the Mercedes-Benz and BMW juggernaut that accounted for the majority of luxury sales.

More recently Lexus has seen its market share drop. Despite 2010 growth of 11.8% the brand’s sales were down about 20% on only a few years earlier.

And it was only last year that Cadillac reversed its decision to re-enter the Australian market following the global financial crisis.

‘‘We’re not in any rush to get to market — it’s a long-term plan. I don’t think there’s any quick way to launch a luxury brand,’’ says Snell.

‘‘We’re here for the long-term and we’re investing tens of millions of dollars over a number of years to get this off the ground and make it successful."

Infiniti’s unsuccessful 1st encounter with the Australian market took place in the mid-1990s with the Q45, a large rear-drive sedan that sold in small numbers through Nissan dealerships.

‘‘We don’t have any brand equity; people don’t know us and we don’t have existing customers. So the 1st couple of years will be all about building the brand, customer experience, [separate] retail network and then we think the sales will come."

‘‘In our 3rd, 4th and 5th year, with a broader range of product, national footprint and well-established brand and good reputation, then we’ll concentrate on doing decent [sales] volume and start to make some inroads."

Mr Snell forecasted around 15 to 20 national Infiniti Centres within the next 5 to 10 years.

INFINITI MODELS AT A GLANCE

INFINITI FX
Touted by executives as the brand’s hero model, the FX is a mid-size luxury SUV that will compete against BMW’s popular X5 and Lexus’ RX.
All 3 Euro 5 emissions-compliant engines will be on offer including 235kW/360Nm 3.7-litre petrol V6, 290kW/500Nm V8 and a 175kW/550Nm 3.0-litre turbo diesel V6 driving either the rear or all 4 wheels (depending on model variant) via a 7-speed automatic gearbox.

Top-level technologies include Infiniti’s ‘Intelligent AWD’ system that can channel between 0 and 50%t of torque to the front wheels, radar cruise control, lane-departure prevention, a blind-spot warning device, and 360-degree camera monitoring to aid parking. An aluminium bonnet and doors are employed to save weight.

Competitors: Audi Q5, BMW X5, Lexus RX, Mercedes-Benz ML-Class

Estimated price range: Between $80,000 and $130,000 (plus on-road and dealer costs).

INFINITI G37
Approximately the size of a BMW 3-Series, the recently revised G range (sold as the Nissan Skyline range in Japan) will comprise coupe and convertible variants solely powered by the aforementioned 235kW 3.7-litre V6 and mated to a 7-speed auto. Infiniti Cars Australia has yet to confirm whether both rear- and all-wheel drive layouts will be offered.

Expect high levels of standard equipment including the availability of bi-xenon headlights with cornering function, leather-trimmed, electrically adjustable front seats, active cruise control, satellite navigation, reversing camera and a high-end audio system.

Sports-oriented variants are likely to add 4-wheel active steering, a limited-slip differential, sports suspension and upgraded brakes.

Competitors: Audi A4 and A5, BMW 3-Series Coupe and Cabriolet, Mercedes-Benz C-Class, Lexus IS.

Estimated price range: Between $80,000 and $95,000 (plus on-road and dealer costs).

INFINITI M
Launched in the US earlier this year, Infiniti’s large sedan will feature similar powertrains, including the 3.7-litre V6 (M37), 3.0-litre turbo-diesel (M30d) and 313kW/565Nm 5.6-litre V8 in both rear- and all-wheel-drive configurations.

Infiniti’s hybrid system will debut in the M series delivering V8 performance with 4-cylinder fuel efficiency. Dubbed the ‘‘driver’s hybrid’’, the M35h is powered by a 3.5-litre V6 and electric motor for V8-like performance (261kW) and claimed 4-cylinder economy (8.1 litres per 100km). Infiniti Australia is aiming to offer the M35h to coincide with the brand’s launch.

Featuring a regenerative braking system and a high-output lithium-ion battery, the electric motor is said to be able to power the M35h at speeds up to 100 km/h and drive in electric mode for as much as 50% of the time.

As the Infiniti flagship, expect the high equipment levels including the aforementioned as well as driver-selectable engine/transmission performance modes, blind-spot warning and intervention systems, radar cruise control and a Sport Package comprising four-wheel ‘active’ steering, sports-tuned suspension, ‘Sport Brakes’ and 20-inch alloy wheels.

Competitors: Audi A5 Sportback and A6, BMW 5-Series, Mercedes-Benz E-Class, Lexus GS.

Estimated price range: Between $80,000 and $120,000 (plus on-road and dealer costs).

Blackraven

Infiniti is stepping up with its international launch and expansion plans. Nice

speedflex

In addition to being the new kid on the block, dealer network reach will always be a hurdle for Infiniti in these new markets. I hope they succeed.

Blackraven

Yup

In the EU for example, since they are also a newcomer, their dealer network is only one per country so far........and not all EU territories have an Infiniti dealership. With that said, they still have quite a way BUT they are making progress so that's still good.

We indeed wish the best for Infiniti when they go "down under".

jwong77

Kinda off topic, but I noticed that the Red Bulls were running with Infiniti logos on them at the Australian GP. This must be the reason why.

Guy Legend

Seems like Infiniti is hitting every major market. I wonder if/when there are plans for Infiniti in Japan.

Blackraven

Carlos Ghosn was and is planning a launch..........however right now may not be the right time (due to the tsunami, earthquake and recent events going on in Japan right now).

Hopefully, maybe, they might launch next year over there

lex-phil

Actually its not. Infiniti and Red Bull Racing have a two year partnership that started last month. It comes out of RBR's connections with Renault.
http://www.redbull.com/cs/Satellite/...21242968387880

Great timing for Infiniti. Vettel won today and Infiniti had great exposure on the podium.

spwolf

pretty dumb that they are not selling G sedan...

Blackraven

It can be taken either way. On one hand, they said that the G will be coming with an all new model in 2-3 years (FMC). Hence, probably why the current G37 won't come to Australia yet

On the other hand though, the Aussies have been clamoring for a Skyline for ages (even since the V35 version). A testament to this is the number of grey-import and parallel imports of JDM Nissan Skyline (V35 and V36) that come into Melbourne every month.

So the way I see it, it's more of a 50:50 dilemma.

Two cents

spwolf

my guess would be that they are thinking how G sedan is not premium enough or something... because that 2-3 year comment doesnt make sense - when new G sedan comes out, so will coupe and convertible.

they just wont sell any volumes without cars that are not niche.