Infiniti Celebrates 20 Years

Nissan's luxury division celebrates today 20 years since the opening of the first 51 retailers in the US and the arrival States side of the first two Infiniti models, the Q45 performance luxury sedan and the M30 performance luxury coupe.

"A dream that started 20 years ago in the United States is now the blueprint for a global luxury automotive brand," Toru Saito, Global Infiniti
Business Unit vice president said in a release.

"In the beginning, Infiniti was an innovator in design, performance, technology and in taking care of our customers throughout the entire ownership experience - just as it is today."

Long story short, Infiniti's arrival onto the American market began being planned in 1985, with the so called "Horizon Task Force," the one responsible with the creation of the brand itself.

What they came up with is the "Infiniti Total Ownership Experience" concept, a brand strategy which expanded from cars all the way the the dealerships themselves: how their are built, how customers are treated and so on.

At the time, Infiniti's showrooms looked unlike others of competitor carmakers: a reception desk, open offices and, as Infiniti says, "emphasis on sales and customer service."

"While the automotive landscape has changed over the years, our tradition of offering the highest levels of performance, luxury and customer care has remained constant," Ben Poore, Infiniti Business Unit vice president concluded. "With a slate of innovative new products ahead and a renewed commitment to customer service, we're looking forward to the next 20 years."