Brand histories
The History of the Infiniti Brand
Autopapyrus
The Infiniti brand made its debut in 1989, and since then more than one million of these stylish luxury cars have been sold.
The idea of creating a new brand of high-quality cars for affluent buyers first appeared inside Nissan Motor back in 1985. To develop the project and bring it to life, the company set up a team called the "Horizon Task Force," and its work was kept strictly secret. Then, in the fall of 1989, the first Infiniti cars went on sale in the United States.
Competition in the huge American market was fierce at the time, and Nissan had to build its customer base from scratch, because to Americans a Nissan meant plain, no-frills transportation. Now, though, the company was launching a luxury brand! It is no surprise that Nissan spent a long time looking for the best name for the new marque, finally settling on "Infiniti." Change one letter and you get the English word "infinity," meaning boundlessness or endlessness. The emblem of the new cars is a horizontal oval, with the tip of a triangle "cutting" into its lower edge, symbolizing a road stretching away to the horizon. It stands for constant forward movement toward new technologies and discoveries.
The name of each Infiniti model can tell a future owner something useful. The numbers indicate the engine displacement, and the letters indicate the size of the car. For example, the letter I comes before the letter G in the English alphabet, so it designates a larger vehicle.
An important selling point for buyers was the Infiniti Privileged Service Program for customers. Thanks to it, during the first ten years of sales the brand ranked first in owner satisfaction with service. Infiniti's service quality has repeatedly been recognized with prestigious awards.
Note that at first the company's activity did not extend beyond Canada and the United States. But in the 1990s, Infiniti began successfully expanding into the Middle East and Korea. The brand reached Russia, Belarus and Ukraine a little later, in 2006 and 2007 respectively. In the fall of 2008, the first cars of the brand went on sale in the European market. Today Infiniti is officially sold in 35 countries around the world. Interestingly, in 2011 Infiniti became a partner of the famous Formula 1 team Red Bull Racing.
The idea of creating a new brand of high-quality cars for affluent buyers first appeared inside Nissan Motor back in 1985. To develop the project and bring it to life, the company set up a team called the "Horizon Task Force," and its work was kept strictly secret. Then, in the fall of 1989, the first Infiniti cars went on sale in the United States.
Competition in the huge American market was fierce at the time, and Nissan had to build its customer base from scratch, because to Americans a Nissan meant plain, no-frills transportation. Now, though, the company was launching a luxury brand! It is no surprise that Nissan spent a long time looking for the best name for the new marque, finally settling on "Infiniti." Change one letter and you get the English word "infinity," meaning boundlessness or endlessness. The emblem of the new cars is a horizontal oval, with the tip of a triangle "cutting" into its lower edge, symbolizing a road stretching away to the horizon. It stands for constant forward movement toward new technologies and discoveries.
The name of each Infiniti model can tell a future owner something useful. The numbers indicate the engine displacement, and the letters indicate the size of the car. For example, the letter I comes before the letter G in the English alphabet, so it designates a larger vehicle.
An important selling point for buyers was the Infiniti Privileged Service Program for customers. Thanks to it, during the first ten years of sales the brand ranked first in owner satisfaction with service. Infiniti's service quality has repeatedly been recognized with prestigious awards.
Note that at first the company's activity did not extend beyond Canada and the United States. But in the 1990s, Infiniti began successfully expanding into the Middle East and Korea. The brand reached Russia, Belarus and Ukraine a little later, in 2006 and 2007 respectively. In the fall of 2008, the first cars of the brand went on sale in the European market. Today Infiniti is officially sold in 35 countries around the world. Interestingly, in 2011 Infiniti became a partner of the famous Formula 1 team Red Bull Racing.
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