Infiniti Plans to De-Americanize, Concentrates on Smaller Motors

Released in 1989 for the U.S. market, Infiniti has since entered into plenty of countries and plans to change its strategy to become a mighty international company.

5 years ago, the automaker entered into Europe but wasn’t so successful as in America. According to President Johan de Nysschen, the Infiniti brand is too “Americanized” underlining the fact that the brand’s entry-level motor is a 3.7-liter V6 with 330 hp. Apparently, American drivers love their performance, and the more horsepower a vehicle has, the more tempting it is.

However, that’s not the case worldwide as Infiniti is going to “de-Americanize” the brand for global sales. The Infiniti Q50 in Europe, for instance, can be offered with a 2.2-liter 4-cylinder turbo-diesel motor equipped by Daimler. Moreover, Nissan Executive Vice President Andy Palmer informs that the “wrong” motors were provided in the Japanese company’s European lineup.

In the nearest future, Infiniti plans to move up in the market with a larger flagship that could be a coupe-styled 4-door version. De Nysschen confirmed that the vehicle could be released as soon as 2018. But that’s not to say Infiniti is totally disregarding the entry-level market, which is obvious by the presentation of the Q30 at the 2013 Frankfurt Motor Show.

Infiniti is also constructing an EV, which was delayed to add better technologies to it according to the Japanese company.