Infiniti ready to tackle Germans on their own turf

Following its success in the US and more recently in Russia, Nissan’s premium label Infiniti is now ready to establish a base across the rest of Europe and is going after market share held mostly by German luxury brands Mercedes, BMW and Audi. Infiniti is planning to launch in several Western European countries by the end of next year and is currently in the process of building up its dealer network.

Infiniti’s Chief in Europe admits sales will be slow initially, especially in countries like Germany and the UK. I think many Europeans will be shocked just how good Infiniti is but they're definitely not as easily persuaded as American luxury buyers.
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Neverfollow - 8/13/2007 10:53:41 AM

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"they're definitely not as easily persuaded as American luxury buyers"

This one line is the main reason some brands are so successful in the US. Americans are so gullible! Many believe anything they see on TV or read in a magazine.

M35MT - 8/13/2007 11:16:24 AM

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Kinda the way they believe that they won't be viewed as prententious snobs but as 'individuals' by not following the crowd if they buy a specific product?

Maybe, Americans are more inclined to let go of their pride and look at the facts.

Neverfollow - 8/16/2007 9:55:16 PM

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A nation that "buys" bottled tap water from just about anyone!

rok_altima - 8/13/2007 11:22:26 AM

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This will be interesting to watch. Infiniti has had good acceptance in Russia, the Middle East, and China among luxury car buyers. Western Europe will be harder to crack, but I believe the vehicles have driving dynamics and performance similar to their tastes..though the styling is purely Japanese so it won't be percieved as a copy-cat of German makes.

M35MT - 8/13/2007 12:39:10 PM

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If driving dynamics are most important to Europeans, Infiniti should succeed better than Lexus. Something tell's me they'll go for the 'name' though, and Lexus will sell better.

Will_ - 8/13/2007 12:32:11 PM

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The people of Germany have already admitted they get better satisfaction out of the Japanese makes. Infiniti will be a success with such innovative and engaging products like the new G37, M45 and upcoming FX re-do.

david999 - 8/13/2007 12:42:31 PM

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Infiniti makes some nice products, but they will have to be priced just right to get anywhere in Germany.

M35MT - 8/13/2007 1:02:53 PM

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Just like the way they are in the states.

Bill - 8/13/2007 1:31:17 PM

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There is no mention of what engines are going to be offered. Engines are a very important for the European consumer because they need to be fuel efficient.

If Infiniti jumps into the market with a G35, M35, M45, FX35 and FX45, then they can kiss their "tackle the Germans vow" goodbye. They need smaller petrol engines and diesels. Diesels are very important, especially for bigger and heavier cars.

BMW995 - 8/13/2007 1:59:52 PM

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The Infiniti lineup is unfortunately made up of gas-hogs. Very good driving dynamics, reasonable price, but uses far too much gas for Europe. They need a G27 bad.

M53R - 8/14/2007 4:39:32 PM

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But all of those have lower end models like 320d and thats what sells the most in europe

rok_altima - 8/13/2007 2:05:47 PM

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I believe in Japan, smaller engines are used for these cars anyway.

pitang - 8/14/2007 12:09:49 AM

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It's true that Infiniti makes gas hungry vehicles.It's competition in europe also makes some gas guzzling models but they sometimes offer a smaller engine or diesel version.You guys are correct on how hard it will be for Infiniti to break into the european market.Hope this exposure to different markets helps make Infiniti models in the USA even better.Time will tell.

M35MT - 8/14/2007 11:10:21 AM

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They have to in order to be taken seriously. Remember the G20? 140 HP I-4, 30+ MPG. It was compared to the Honda Accord back in the 90's, not the 3 series.

chuck717 - 8/14/2007 10:26:41 AM

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Germans especially like class in their cars with a sporty feel.The dealerships are modern in design and the cars look good on the showroom floor. Look for Infinti to do very well in that market, they got a lot going for them, Infiniti line up with a new crossover,FX remake, always nice G lineup, and maybe a new Q down the line the Euros will see a refreshing new car line to challenege the old stablemates i do believe.