Nissan Annual Report 2004 25
INFINITI
In the realm of passenger vehicles, a luxury car is the thoroughbred all the others aspire to be.
Constructed differently and with infinite care, it is meant for passionate buyers with exceptionally
high expectations. A luxury car also demands extraordinary treatment; only the highest levels of
attention to customer desires, needs and service will do.
From the time of its U.S. launch in 1989, Infiniti has been such a brand. Built using the
ultimate in Nissan technology and production skills, an Infiniti is a merging of spirited
performance, innovation and art, and embodies the achievement of something deeper—a vibrant
alternative to the usual luxury-class competitors.
Infiniti has been the fastest-growing luxury-car brand in the North American market for three
consecutive years. This success is based on a clear understanding of the Infiniti luxury customer
and building distinctive vehicles that surpass even their uncompromising standards.
The brand’s overwhelming success in the United States led to the decision to take Infiniti
global as part of the NISSAN Value-Up Plan. Currently available in North America, the Middle
East and Taiwan, Infiniti took its first step toward becoming a truly world-class brand with its
entry into South Korea in the summer of 2005. Exclusive Infiniti dealerships there will offer a full
passenger car lineup, including the G35 sedan and coupe, FX, Q45, and the all-new M.
South Korea represents a good first global market for Infiniti. The initial sales targets are
modest but will help build a solid foundation for Infiniti’s expansion into Russia, followed by
China and then ultimately into Japan.
With a luxury brand of this stature, establishing the dealer network, along with a distinctive
level of service and a highly trained staff, are absolutely critical elements for sustained success.
Infiniti’s global expansion is a significant investment that must be executed flawlessly from the
beginning. The launch of the Infiniti into any new market will therefore be very carefully
considered, thoroughly developed and painstakingly implemented to ensure the successful
debut of a globally recognized luxury brand.
WHO WE ARE
Becoming a Globally Recognized 
Luxury Brand
AUTOMOBILES