#Infiniti

In Part 1 of our talk with Infiniti CEO Johan de Nysschen at his new office at the Infiniti world headquarters in Hong Kong, we talked about his new job, about new directions for Infiniti, and for the brand. In the second part, we talk about the new cars Infiniti will bring, where they will be made, what engines will be in them, and what deNysschen thinks about the plan to sell half a million by 2016.

In April at the Beijing auto show, Nissan’s Andy Palmer said he wants to see 500,000 Infiniti sold by 2016, while conceding that this is “an aggressive target.” In the last fiscal year, Infiniti sold 141,000 units worldwide, 105,000 of those in the Americas. In carefully crafted words, de Nysschen explains what he thinks of the 500,000 unit target:

A few months ago, Nissan’s Infiniti premium division moved out of the office building in Yokohama and out from the shadow of its parent company. Infiniti set up its new world headquarters in Hong Kong. Nissan also snagged Audi’s America-chief Johan de Nysschen as Infiniti’s new boss. Last Friday, after work, we sat down with de Nysschen in his new office on the 35th floor of the Citibank Tower in Hong Kong’s downtown, to talk about his and Infiniti’s plans for the future. This is a two-part interview. The second part will appear tomorrow.

De Nysschen’s office is spacious, but subdued in comparison to the workplaces of other leaders of industry. No armed guards, no sometimes more dangerous personal assistants bar the entry. He sits at a working man’s desk: Three computers of various sizes, a printer. A glass door provides limited privacy from otherwise open floor offices with space for maybe 100 people when Infiniti’s World Headquarters are fully staffed. So how does the new CEO like the new office in the new city?

Sometimes we work too hard for success. We listen to others, constructive criticism or not, doing our best to make a change for the better. But are we really accomplishing that? I’ve always wondered if the ends justify the means. Not for me at CCS in Detroit: after trying to change myself to fit a certain mold and failing, I realized I’m totally okay with (most) everything I do. On or off the vellum.

I wonder if vehicles like the Infiniti JX are the byproduct of a design studio trying too hard to address criticisms. Or maybe this is just a common case of “over-styling” a vehicle. Either way, here we are.

The German edition of the Financial Times has a story about “broken taboos.” It says that “smaller Mercedes models and cars of Nissan’s premium division Infiniti could together roll off the assembly lines in 2016.” The FTD heard that the joint car could be “a small SUV, possibly based on the Mercedes A or B class.” Reuters has a good English abstract of the German story. Apparently, the FTD was asleep when a major busting of taboos was perpetrated in the beginning of the year.

Pictures of the “production” version of the 2013 Nissan Pathfinder, which looks about the same as the “concept” version unveiled at Detroit in January. And along with the reveal, another body-on-frame SUV bites the dust.

Mitsubishi dubbed their flagship, the Dignity, to denote

“…the English to describe the peerless grandeur and majestic stateliness of the model…”

at least they’ve got a good starting point – the China-only Infiniti M35h LWB.

Managers of premium auto brands keep asking themselves (and sometime me): “What is the secret of Audi’s success?” 30 years ago, Audi had an image worse than Opel. Last April, Audi outsold Bavarian rival BMW for the first time on a global basis. These days, any large automaker that has a luxury division seeks to emulate Audi’s success. Now, Nissan’s Infiniti could be one step closer to getting its hands in Audi’s elusive secret sauce. They hired one of Audi’s key men.

A week after Nissan’s Infiniti finally, officially moved into its new digs in Hong Kong’s Citibank Tower, the company finally, officially confirmed that Infiniti cars will be produced in China starting in 2014. If you think you heard that before, you did. Nissan’s worst kept secret had kept the Chinese rumor mill in motion for more than a year.

Infiniti formally opened its new world headquarters in Hong Kong today. This marks “the first time the city has been selected for the headquarters of a car manufacturer,” as Hong Kong’s South China Morning Post notes. A staff of approximately 100 will trade Nissan’s swank building in Yokohama for even swanker digs in the Citibank Tower in Hong Kong’s high-rent Central district. Heretofore under Nissan’s wings, Infiniti makes its own nest in a dedicated headquarters for the first time in the brand’s history. Its mission: Triple Infiniti sales by 2016.

Michael writes:

Love the website. Here is my conundrum:

My wife and I have two cars. A 2007 CR-V that I use mostly for a 75 mile round trip commute several days a week to San Francisco and a 2004 Infiniti FX35 with 52,000 miles. While the CR-V has a ton of utility, I am tired of driving it. It has quite a bit of road noise, the sound system sucks and frankly it’s kind of a female car. The plan is to keep the CR-V and let my wife drive it, and use it as our family car while we sell the Infiniti and I get something for that daily commute. The Infiniti was purchased from a friend and is in great condition, but I feel like it is a ticking time bomb and want to sell it now to take advantage of high used car prices. Plus the mpg is horrific, it doesn’t have satellite radio and the tires are still original and will need expensive replacing shortly.

Infiniti has characteristically taken the path less travelled. The original Q45 was styled to express Japanese culture (rather than imitate the Germans), tuned for drivers, and infamously advertised with video of rocks and trees. The brand finally hit its stride thirteen years later with the compact rear-wheel-drive G35. It jumped on the crossover bandwagon with a pair of cozy cabined, firmly suspended, VQ-propelled eggs. Those seeking space for their family and their family’s stuff had a choice between the massive truck-based QX56 and something that wasn’t an Infiniti (often an Acura MDX). Market and dealer pressure to offer something much closer to the norm was no doubt intense. So, for 2013, we have the Infiniti JX35 (originally reviewed by Derek Kreindler). Has the brand’s character been overly compromised, or is this the crossover Infiniti should have offered from the start?

Nissan isn’t the only company to get an outrageously priced performance SUV this month – Infiniti will be pricing its FX Sebastian Vettel Edition at $120,000 euro, or about $160,000.

The contract manufacturer Magna Steyr will assemble “a future luxury entry level compact vehicle” for Nissan’s premium brand Infiniti. This according to a joint statement issued by both companies. Production of the mystery vehicle will start in 2014.

Chinese customers will be able to help themselves to not one but two long-wheelbase Infiniti M sedans., just in case up-and-coming plutocrats don’t want an Audi A6L.