Infiniti chases after UK car buyers with new London studio

Article by Andrew Christian, on September 30, 2014

Infiniti has now a new design studio located in the iconic Battleship Building at Paddington Basin in London, and executives just love how its location could help Nissan’s premium brand attract more customers in the United Kingdom. Infiniti Executive Design Director Alfonso Albaisa, remarked that the London premium market is loaded with consumers buying Range Rovers, Aston Martins and Jaguars – adding the brand would want to appeal to these people more than the Mercedes-Benz or the BMW customers.

To attract these British buyers, Infiniti has decided to put up a design studio in order, with an aim of creating vehicles appeal to them. During the opening of Infiniti Design London, Albaisa quipped being with these customers, they could watch how they live and understand their priorities.

This new 900-square meter studio is the first of three new design centers dedicated to Infiniti, which will open the next two studios in Beijing, China, and San Diego, California in 2015.

Albaisa remarked that he expects Infiniti’s designers to be inspired by and gain insight into the trends and cultural diversity found in these cities. He noted that Infiniti will not follow every trend, but will just “follow and see tendencies of the segment.

The new studios are part of Nissan’s bid to transform Infiniti into a true player in the global premium market, according to Francois Goupil de Bouille, Infiniti vice president for Europe, Middle East and Africa.

Infiniti plans to expand its premium model offerings by 60 percent by 2020. Infiniti said in a press release that over 10 new models have been designed in the past 18 months. Concept versions of these new models will be shown at upcoming international auto shows – including the London-designed Q80 Inspiration that will be unveiled at the Paris Auto Show. [source: automotive news - sub. required]

Topics: infiniti, uk, london

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