Infiniti dubs its (relatively new) design launguage Vibrant Design, talking of a graceful strength which pays homage to Japanese tradition, in "combining modern, progressive luxury with a strong, ageless Japanese heritage."


Echoing one of Cadillac's old entreats to Europeans, Infiniti's Euro site (infiniti.eu/) entices, "be one of the first... welcome to standing out from the croud... welcome to showing your individuality."

As Infiniti launches in Europe in 2008, particular attention has been put on its dealership experience. "Infiniti Centers will be far from ordinary," confirms Renault-Nissan CEO Carlos Ghosn during Infiniti's European launch.

"They will have more in common with luxury boutique hotels than they do with conventional dealerships."

The company seeks to differentiate itself by, it says, "leaving behind the formalities of 'old luxury' and embracing the 'new premium' preferences of our customers."

Infiniti's European assault will begin with four vehicles - the G37 sedan and coupé; EX37, and FX50 - sold at 25 specialized dealer sites in 15 European countries. The Nissan luxury brand expects about 80 showrooms to be operational by 2010.

Infiniti's first U.K. dealership opens in Reading in September 2009, and 11 more outlets are promised through 2011.

Unfortunately, despite having watched Lexus struggle in Europe for 15 years without diesels, Infiniti Europe does not get a diesel engine until mid-2010: a tuned version of Renault's 3-liter V6.

Infiniti's European PR chief Wayne Bruce maintains that Carlos Ghosn has not set a sales objective for Infiniti Europe. If true, this would be rather out of character for the hard-charging CEO.