Infiniti launched with car adverts that never showed the cars
When Nissan launched its luxury brand Infiniti in North America in November 1989, the first television campaign showed rocks, trees and tranquil nature scenes in a Zen style, but no actual cars. Sales were slow, and it took more than a decade, a near-death experience and a vow to chase BMW before the brand found its identity.
Infiniti arrived at the same moment as Toyota's Lexus and Honda's Acura, and for similar reasons. After the Plaza Accord of 1985 and Japan's voluntary limits on car exports, it made more sense to ship fewer, pricier cars to America. The flagship Q45, based on the Nissan President, came with a V8, four-wheel steering and an optional active suspension, aimed squarely at the Mercedes S-Class and BMW 7 Series. Its partner, the M30 coupe, was a rebadged Nissan Leopard and noticeably underpowered for its weight. The logo is meant to suggest a road running to the horizon and Mount Fuji.
Interiors were deliberately restrained, with padded leather and rounded surfaces rather than wood and chrome, though some owners added fake wood trim. The one bright touch was a central analogue clock, a detail the brand still keeps. By the mid-1990s Infiniti trailed its rivals. The Q45 had softened so much it was nicknamed the Japanese Lincoln, and the J30 sedan struggled with a cramped cabin and odd styling. One bright spot was the QX4 of 1996, among the earliest mid-size luxury SUVs.
By 2000, with Japan feeling the effects of its asset price bubble, the brand faced extinction. Nissan's alliance with Renault under Carlos Ghosn brought a revival plan, and executives reportedly swore to the motoring press never again to take their eyes off BMW. The G35 sports sedan did the trick, lifting sales by 2003 and earning Infiniti the label of Japanese BMW. The FX crossover, built on the same parts, and an all-wheel-drive G35 followed.
Ghosn pushed to separate Infiniti from its Nissan roots. By the 2010s the brand had dealers in over 50 countries, though by 2020 it concentrated on 25 markets, chiefly North America, China, Taiwan and the Middle East.
Source: Infiniti
