In 1989, Cheers was the most popular show on television, typewriters were still mainstream and a new, unknown automotive brand was being launched -- Infiniti. Fifteen years later, "Cheers'" Norm has been replaced by "The Apprentice's" Donald as the guy whose name everybody knows, typewriters are obsolete and that newly created automotive brand is now a major player in the North American luxury car market (and about to go global). A lot can happen in 15 years.
"In November, Infiniti marks its 15th Anniversary as one of the premier luxury nameplates in North America. In its first decade and a half, Infiniti has introduced one award-winning vehicle after another, tripled the size of its retail network and grown sales year after year," said Mark Igo, vice president and general manager, Infiniti Division. "All the while, it has stayed true to the original vision of building the franchise around delivering the Total Ownership Experience -- a more enjoyable and respectful way of buying and owning a luxury car."
In the beginning, however, it was a different story. On November 8, 1989, after years of study and planning, Infiniti opened the doors of its first 51 dealers. On the showroom floors were just two models, the breakthrough yet controversial Q45 performance luxury sedan and the driver-oriented M30 performance luxury coupe.
In that first couple of months in operation (November and December of 1989), Infiniti sold a total of 1,759 units. In the first full year of operation, total units sold reached 23,960.
Times definitely have changed. There are now 172 Infiniti dealerships stocked with a broad lineup of exciting vehicles -- a model line that reflects 15 years of design and performance leadership.
Sales have grown just as dramatically. In calendar year 2003, Infiniti surpassed the 100,000 annual sales milestone with total sales of 118,655 -- an increase of 35 percent versus CY02 sales -- making Infiniti one of the most storied automotive companies of the year. And if that wasn't impressive enough, ten months into CY04, Infiniti sales are up another six percent. For the past two years (CY02, CY03), Infiniti has been the fastest-growing luxury brand in the U.S.
"It's fantastic to see all our hard work quantified in sales records," said Igo. "These record sales numbers are a result of an unyielding effort to offer segment-leading vehicles with greater performance, luxury, value and innovative technology."
Yet over the past 15 years, one thing hasn't changed. In the early years, customers valued Infiniti's special combination of exciting products and the Infiniti Total Ownership Experience. Today they still do. As an award-winning leader in customer satisfaction, cutting-edge design and adrenaline-pumping performance, Infiniti is widely regarded as a defining force in shaping today's luxury automotive landscape.
Infiniti has ranked the highest in J.D. Power and Associates' Customer Service Index (CSI) study three times in its short history, topping the list most recently in 2003. The well-known independent study measures customer satisfaction with dealer service during the first three years of vehicle ownership.
"Infiniti was built on the simple concept of putting the customers' needs first. From day one, we had a plan in place to make sure that every customer that purchases an Infiniti receives the highest level of quality service and support," said Igo. "Increased sales and more Infiniti vehicles on the road have not meant less focus on customer satisfaction. It has strengthened our resolve to stay on top."
The Infiniti product line expansion is just as impressive, though from the very earliest days there were definite indications of the great product design and technology leadership to come. Infiniti launched in late 1989 with an ahead-of-its-time engineering masterpiece called the Q45. With the Q45, Infiniti gave the automotive world notice that its product philosophy was based on originality, performance, quality and an enthusiasm for driving.
The first generation Q45 was lauded for innovations ranging from its advanced 4.5-liter DOHC V8 engine, which pumped out 278 horsepower to a suspension design featuring the choice of an available system that "steered" the rear wheels into a corner or the world's first available production fully active suspension design.
Today that vision remains firmly intact with the introduction of Infiniti's all-new 2006 M, which captures the essential elements of the original Q45 luxury performance sedan and takes them to a new level of engaging luxury and performance. Advancing automotive technology, the Infiniti M features standard Intelligent Key, push-button ignition start, voice recognition, Bluetooth wireless connectivity, and available navigation system, RearView monitor, rear active steer, Lane Departure Warning (LDW) system and pre-crash seat belts.
The new Infiniti M joins what is now a full lineup of performance-oriented, rear-wheel or all-wheel drive vehicles, including the flagship Q45 performance luxury sedan, FX premium crossover SUV, G35 coupe and sedan and QX56 full-size luxury SUV. All continue Infiniti's heritage of cutting-edge technology with a full array of high-tech equipment and features.
Driven by the success of the past 15 years, Nissan President and CEO Carlos Ghosn recently announced that Infiniti will be sold globally as a Tier One luxury brand. "Infiniti's recent performance demonstrates that the brand is now capable of competing in the global luxury market," said Ghosn.
In the meantime, Infiniti in North America continues to make a stronger and stronger presence.
"At Infiniti, we have continued to take major steps forward in the luxury automobile segment. Now a dream that started 15 year ago is the blueprint for a global luxury automotive brand," said Igo. "While the automotive landscape has changed over the years, there is one thing that has remained consistent for 15 years and will never change -- our tradition of offering the highest levels of performance, luxury and customer care."
