Infiniti’s forthcoming electric production cars will present a chance to reset the brand in Europe and make a “compelling statement” to help it grow, according to its design director.
Nissan’s luxury arm, which was launched 30 years ago, has become an established firm in the US and Japan, but has failed to make major inroads against rivals in Europe. The brand sold just 750 cars in the UK last year.
The firm is gearing up to electrify its range from 2021 onwards, including its first full electric cars – previewed with the near-production-ready QX Inspiration concept car showcased at the Detroit motor show in January.
Design boss Karim Habib said the design changes enabled by electric cars – particularly the lack of need for a front grille and the greater interior space – present an opportunity for the brand to reinvent itself.
Calling the QX Inspiration a “brand-defining step”, Habib said: “The Infiniti brand is fairly established, but we need to distil it and be clearer about who we are and what we stand for. Electric cars give us a lot of opportunity to do that: we’re able to conceive the brand as a whole – to see a whole ‘world’ of Infiniti become a statement.”
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