Infiniti to Enter Australia’s Luxury Car

Infiniti continues to expand its reach around the world and has now confirmed plans to begin sales of its range of sedans, coupes and crossovers in Australia from the third quarter of 2012. The introduction in Australia follows the presentation of the premium brand in the UK, Western Europe and select Asia Pacific markets.

The Japanese company said it will create Infiniti Centres in each of the three major east coast capitals of the country in Melbourne, Sydney and Brisbane. The initial lineup will include the FX sport crossover, G37 hardtop convertible and coupe, and the M luxury sedan.
"As part of Infiniti's worldwide expansion, Australia is a mandatory next step for the luxury brand," said Dan Thompson CEO, Infiniti Cars Australia. "In a little more than a year, the promise of luxury vehicles with a unique combination of inspired performance, attentive hospitality and unparalleled quality will become a reality for the Australian market.”
Kevin Snell, the Japanese firm’s newly appointed General Manager, believes Infiniti will act as a “clear alternative to the traditional premium makes” adding that the brand will target a younger buyer demographic aged between 30 and 40 years.
‘Infiniti customers are ‘‘quiet rebels’’. They’re rebellious of the mainstream and are typically looking for something different,’’ says Snell.
‘‘They’re more of an individualist-type customer who are passionate about design and technology. They are early adopters and risk-takers and don’t like traditional conversative status and want to stand out from the crowd. They might even be tired of an Audi, BMW or Mercedes their neighbour drives’’.
Nissan founded Infiniti in 1989, around the same time as Japanese rivals Toyota and Honda created their own premium divisions, Lexus and Acura respectively. Following its launch in the United States and then Canada, the brand has since expanded to Europe as well as China, Korea, Taiwan and parts of the Middle East. Currently, Infiniti has 340 dealers worldwide with the company forecasting more than 165,000 sales in the 2011 Financial Year.