Infiniti Completes Decade With Vision, Sales On Track; 
Influence On Auto Industry Continues To Grow

With Infiniti firmly entrenched among the top tier of luxury automotive brands, it seems hard to remember a time when the brand didn't exist - and when skeptics doubted the wisdom of a Japanese manufacturer's entry into a luxury segment dominated by a handful of well-established Europeans and domestics. Yet as Infiniti marks its tenth model year of production in 1999, Infiniti is not only a major part of the luxury landscape, it has, over the years, helped influence and change the segment with unique, cutting-edge products and innovative programs for customer care.

"About 15 years ago, when the Japanese automakers first started thinking about creating luxury divisions, the driving motivation was to give Baby Boomers new products that would keep their owners within the franchise as their needs grew for larger, more powerful vehicles," said Tom Orbe, vice president and general manager, Infiniti Division.

"But at Infiniti, we realized that to stand out, we must develop not only better products offering greater performance, luxury and value, but also a better way to treat the customers. We looked outside the auto industry, which at that time was unheard of, and found our customer care role models in companies like Nordstrom and Federal Express. Today, we're a role model ourselves - with a loyal, enthusiastic and growing customer base."

Innovative Cars and Retailers

When the first 50 Infiniti retailers opened their doors in November 1989, there was an overwhelming consumer and auto industry interest. Driven in part by an unusual prelaunch marketing campaign which showed images of nature rather than the cars, guests discovered two things: These were not ordinary luxury vehicles and these were not ordinary car dealerships.

The cars - the breakthrough Q45 performance luxury sedan, which was anchored by a soul-stirring 278-horsepower V8 engine and the equally driver-focused M30 performance luxury coupe - were nearly totally lacking in "traditional" luxury car cues such as big, vertical-barred grilles and countless board-feet of highly polished wood.

The dealerships had a highly unique, uniform design and were totally lacking in another luxury "tradition" - sales pressure. There were no hidden negotiating rooms, no sales consultants waiting at the curb for their "up," no window banners or inflatable animals on the rooftops.

Within Infiniti corporate headquarters, there were differences, too. There was no pressure to be the biggest in terms of volume, just a dedication to be the best at taking care of customers and to keep the vision intact. Every year sales increased, the product line continued to break new ground with technology like the world's first production full-active suspension system, and customer care set new standards through special training programs like the much copied Infiniti University and the industry's highest level of standard customer support.

Now, nearly a decade later, there are 100 more retailers, more than three times the annual sales and twice the number of models on the showroom floor, yet the unpressured sales treatment, exceptional post-sales support and dedication to innovative products and service continues stronger than ever.

A Vision For The Future

As Infiniti completes its first ten years and prepares to enter its second decade, the 1999 model year becomes a critical transition point. This year sees the return of the Infiniti G20 luxury sports sedan. The G20, based on the proven European Primera design, will be a strong player in the hot mid-$20,000 near luxury segment. With the kind of prestige and styling not normally expected in this price range and the kind of luxury buyers expect from Infiniti, the G20 stands out among its current competitors.

For the Infiniti Division, the G20 plays an important role, not only in adding a fourth model (in addition to the Q45, 130 and QX4) and increased sales, but in attracting buyers moving into the luxury segment for the first time.

"The new G20 is not only a great luxury sports sedan in its own right," said Orbe, "but a tremendous way for us to expose a new group of luxury buyers to the Infiniti sales and customer care philosophy."

Other new vehicles and revisions to current models are on line for introduction at the rate of about one every six months in the near future.

In 1999, Infiniti will also continue to strengthen its core customer care philosophy known as The Infiniti Total Ownership Experience, (TOE) through an enhanced level of retailer personnel training, sales certification programs and communications, and a continuing refinement of Infiniti's exceptional level of pre-owned vehicle support.

"Infiniti believes that buying a luxury car is a little like buying real estate. How you are treated in the process doesn't vary between a new house and a pre-owned house. It shouldn't be that way with luxury vehicles either, which is why we offer the same benefits and support to both new and certified pre-owned Infinities," said Orbe.

Own One and You'll Understand

Throughout the 1999 model year, Infiniti will continue to promote its unique owner programs with the marketing tagline "Own One and You'll Understand."

"Our owners are passionate, almost fanatical, about their vehicles," said Orbe. "Me tagline actually came out of some customer focus groups and we heard it over and over again that our products and our retailers provide an ownership experience like no other."

"Infiniti is the performance luxury car brand which offers an unparalleled ownership experience, one that successful, independent-minded people feel passionate about," continued Orbe. "As we move ahead, everything we do must be measured against this standard."

Continuing As An Industry Leader

As the auto industry in general continues to evolve, Infiniti plans to remain at the forefront. Over the years it has remained among the top nameplates in nearly every significant industry measure of initial quality, customer satisfaction and sales satisfaction. But there is much more to come.

"We plan to take the Total Ownership Experience to the next level. We know that the ideal customer service is no service," said Orbe. "We've done many things with TOE which make the service experience less cumbersome. The next step is to make it nonexistent. Stay tuned."