The Japanese cars have always been viewed as cars that deliver value for money, be it the Toyotas, Hondas, or the Nissans. When leading car makers from the Europe and the United States sought to increase their top line by going premium, Japanese makers came out with efficient, no frills, value for money cars and have never looked back since. This perception has both been a boon and a bane, for the much needed brand communication of what Japanese cars stand for was successfully communicated, but these brands found it difficult to break out of the mould. Real margin lies in premium cars.
To address this perception woe, Japanese car makers came out with their own premium brands that broke away from their parent brand, thus positioning a new name for the premium segment. While Toyota started Lexus line of premium cars, Honda developed Acura. They never made any effort to jointly promote the parent name with the premium brands and let them develop on their own. The communication was crisp and clear and this initiative had been a runaway success.
The third largest Japanese car manufacturer, Nissan Motor Company (formerly Datsun), developed Infiniti as their premium brand. The brand was developed around 1989, nearly the same time when Toyota and Honda developed Lexus and Acura respectively. What started with the launch of Infiniti Q45 in the United States to a lukewarm reception has now found a dedicated following with many introductions that have won plaudits.
Through the late 80s and 90s Infinity struggled to make a mark in the US market, facing stiff competition from Toyota’s Lexus and Honda’s Acura, even after a string of releases such as the 2-door M30, Infiniti G20, J30, QX4 SUV, and I30. By 2000, Infiniti was facing near extinction. One of the main reasons for this cold reception by the American market was attributed to its underpowered, single engine variant coupled with heavy weight. To turn around its fortunes, Infiniti applied itself to developing a dynamic and powerful line-up of sporty luxury cars. As a first step, it first offered a completely redesigned Q45 for the 2002 model year. However, it was the G35 that helped Infiniti come out of its mould and improve its sales in the year 2003. Since then, it managed to hit a chord with Americans and successfully launched many new models. In the year 2008, Infiniti entered the European market and it currently operates in 21 European countries.
For the 2010 model year, Infiniti has launched the Infiniti M, a design inspired by the Infiniti Essence concept car. Though, still facing stiff competition both on the home front from Toyota and Honda and from the German car makers Mercedes Benz and BMW, Infiniti has managed its own fan following and a niche.
Miller Infiniti of Van Nuys is a dealership in Los Angeles County for Infiniti cars and service, offering new Infiniti cars and used cars from diverse manufacturers. The dealership features a state-of-art service and repair center and a parts and accessory store. It also helps customers arrange for credit to purchase a car, both new and used.