Infiniti

Infiniti was officially launched in 1989 in North America as part of Nissan's strategy to enter the high-margin luxury segment, debuting with the Q45 sedan and M30 coupe. The launch followed a period of intensive development known as 'Project Horizon,' aimed at creating a brand that emphasized driver-centric performance and a 'Total Ownership Experience.' While the initial years were marked by a struggle for identity against established rivals like Lexus, the brand eventually found its footing in the early 2000s. The 2002 introduction of the G35 sport sedan marked a turning point for the brand, utilizing the Nissan FM platform to deliver performance that rivaled German luxury sedans. This era also saw the launch of the FX series, one of the industry's first performance crossovers, which helped define a new segment in the automotive market. This success allowed Infiniti to expand its global footprint into markets such as Europe, China, and the Middle East. In 2012, Infiniti moved its global headquarters to Hong Kong as part of a plan to distance its identity from parent company Nissan and to position itself closer to the booming Chinese luxury market. During this time, the company revamped its nomenclature, adopting 'Q' for all passenger cars and 'QX' for all SUVs. This period also saw a significant technical partnership with Daimler AG, resulting in shared engines and platforms for compact models like the Q30. In recent years, Infiniti has undergone a strategic consolidation. In 2020, the brand relocated its headquarters back to Yokohama, Japan, to integrate more effectively with Nissan's core R&D and design teams. As part of the 'Nissan Next' transformation plan, Infiniti exited Western Europe to focus resources on its most profitable markets: North America and China. The brand is currently pivoting toward a fully electrified future as part of the 'Nissan Ambition 2030' vision.