We continue the story of Infiniti, Nissan’s troubled luxury brand, as it enters its second decade.
As the new millennium dawned, Infiniti found itself far adrift of its two Japanese rivals, Lexus and Acura, in the US luxury car market. This was largely a result of an unconvincing and substandard product line-up. The J20 compact executive, which should have been Infiniti’s volume seller, was a barely disguised Nissan Primera P11 and had comprehensively failed to attract buyers.
At the other end of its range, the Q45 was a bland and generic luxury saloon that was hugely outclassed by its competitors. The only bright spots in its range were the two mid-sized models, the I30 saloon and the QX4 SUV, both of which were little more than rebadged Nissans. Together, these two models accounted for 78% of the company’s sales in 2000.
Infiniti’s parent company, Nissan, was also in deep trouble. Facing a real prospect of bankruptcy, it had entered into an alliance with Renault in March 1999, with the intention of cutting costs by sharing development on new platforms and mechanical parts, while retaining their individual marque identities. There was little doubt as to which company was the senior partner: Renault purchased a 36.8% stake in Nissan, while the cash-strapped Japanese company could only promise to Continue reading “Beyond Infiniti (Part Two)”