Infiniti unveils showroom redo ahead of product revamp

Infiniti on Wednesday unveiled a global store redesign heavy on Japanese minimalism as the luxury brand preps to resuscitate its aging portfolio with four new or revamped models in as many years.

The new visual identity is part of a branding overhaul with a redesigned logo and vehicle badging.

At the brand's North American dealer meeting in Los Angeles, Infiniti executives revealed the new image standard — the first significant redesign since 2006.

The proposed new look, heavy on glass and wood-toned finishes, creates an airy, lounge-like setting that trades private offices for meeting spaces around coffee tables and soft-fabric furniture.

Infiniti Americas Group Vice President Craig Keeys said the changes position the brand for a "new dawn."

The automaker told dealers it will go upmarket with a fleet of premium models, including a pair of performance electric vehicles expected to arrive in stores by the end of 2027.

The new image standard elevates the customer experience, Keeys told Automotive News after the dealer meeting at the Fairmont Century Plaza Hotel near Beverly Hills.

"We want to make sure it's the most hospitable atmosphere that we can possibly provide," he said.

Alan Haig, president of buy-sell advisory firm Haig Partners, said automakers believe flashy showroom redesigns drive consumer awareness and excitement in the brand.

Infiniti hopes that when customers come into the store to see the new models, they'll "also see a new company — new dealerships, new product, great experience," Haig said.

But a pricey remodel could be a tough sell to Infiniti's product-starved retailers — many of whom are skeptical that the automaker can deliver on schedule.

"Without a solid product plan for the next five years to provide the proper return on investment, I wouldn't even consider investing," said one dealer who requested not to be identified.

The lack of fresh product has put Infiniti into a multiyear slump. Last year, the brand reported 46,619 U.S. sales, its lowest since 1992, according to Automotive News Research & Data Center.

Another retailer also said he's unlikely to pull the trigger on a store upgrade until he sees a "product cadence that is true and believable — not just promises."

"Infiniti has been a disappointing brand for years," Haig said. "Its dealers are not making any meaningful money compared to almost any other franchise."

Anticipating the pushback, Infiniti is pitching the redesign to its dealers as optional.

"It's not a requirement or an expectation," Keeys emphasized. "We'll move forward organically based on market need."

Keeys said about 10 percent of the brand's 204 U.S. retailers had expressed early interest in updating to the new design. In the U.S., the new design debuts in Los Angeles and Georgetown, Texas, this month.

"I have not tasked my team with any numerical objectives" around a networkwide rollout, Keeys said. "I want to allow the retailers the flexibility to make that decision."

Infiniti will also leave it up to dealers to decide how deep they want to go with the store overhaul.

"We've [designed] the image program to where a dealer can choose to make a full investment, or a minimal investment," Keeys said, declining to disclose how much the redesign would cost.

The new Infiniti dealership has an Apple Store look, with floor-to-ceiling windows that increase product visibility while drawing light in. Infiniti said the design of the roofline "purposefully creates shadow and controls direct sunlight into the showroom."

Inside, the showroom strives to feel like a boutique, with soft lighting, wood-paneled floors and ceilings. It will even have a woodsy-citrusy smell thanks to a bespoke scent developed for the brand.

Infiniti's Japanese DNA is evident in the new decor. Inspired by a Japanese "Noren" — a fabric divider that's typically hung between rooms, in doorways, or windows — a large, semitranslucent mesh screen will be positioned in the showroom and display "nature-inspired" images from a ceiling-mounted projector.

"The design is centered around hospitality, no pressure and transparency," Keeys said. "It's centered around letting the client drive the experience."

Some dealers embraced the coffee-shop ambience.

"People can feel intimated when the salesperson closes the office door behind them," said a West Coast retailer who asked not to be identified.

But others are skeptical about the practicality of open-floor plans in the sales department.

"When it gets to the point of talking dollars or income, nobody wants to do that in an open forum," said a Midwest retailer.

The updated stores will showcase Infiniti's slimmed-down logo, and future models will carry the new illuminated and three-dimensional emblem.