Infiniti Says Line-up Is Too American And That Is Holding Them Back Globally

Nissan’s Infiniti luxury marque launched in 1989 in the U.S. and for nearly 20 years was available only here.

That changed in 2008 with the brand’s move into Europe.

Now Infiniti is in dozens of countries, but still finds itself with a lineup that is too Americanized, President Johan de Nysschen says.

“Our strong U.S.-centric focus has driven product strategy, and for Infiniti to be positioned as a strong contender in the premium market, we really do need to break the mold of (that) very strong focus,” de Nysschen tells WardsAuto in an interview.