Nicolas Tschann has been named as the new product director for Infiniti’s Europe region. Infiniti, which is Nissan's luxury brand, seeks to be recognized as a stronger competitor against German premium brands BMW, Audi and Mercedes-Benz. One of its Infiniti’s strategies to accomplish this is the release of the Q30 in 2015.
Nissan's plant in Sunderland will build the compact hatchback. It will actually be the first car that Infiniti will produce in Europe. Tschann, who is 39 years old and a French national, will be working with the Infiniti's product managers and product planning teams so that Infiniti's vehicles will be able to meet specific market needs. In this new role, Tschann will consider Infiniti's European headquarters in Rolle, Switzerland, as his base.
He will be reporting to Fintan Knight, Infiniti’s Europe boss. In a statement released by Knight, he said that the appointment of Tschann is proof of its intent to ramp up new-model development so that Infiniti's “provocative design and leading technology” can be introduced to more sectors of the premium car market. It was in 2006 that Tschann became a part of Infiniti where he held different product planning and product marketing roles.
Before this, he worked for Nissan in Europe. Before Tschann was named product director, he served as Infiniti's chief product specialist. He oversaw the group that developed the Q30. Earlier this month, Infiniti opened a design studio in London and is planning to open more styling centers in San Diego, U.S., and Beijing, China, as the brand devolves design operations out of Japan to reinforce its identity as a premium global brand.
Infiniti seeks to secure a tenth of the global premium market by 2017. This is equivalent to half a million vehicles. In 2012, Infiniti sold 170,000 vehicles globally. In order to reach its target, the brand seeks to increase sales with several new models, which include the mid-sized Q50 that became available starting this summer and the Q30, the marque's entry-level model that be competing with the Audi Q3, Mercedes-Benz GLA and the BMW X1.