Currently reading: Judge us in 2020, not 2013, says Infiniti
Nissan's luxury arm might not have made a huge impression, but Infiniti's vice president says the company shouldn't be judged just yet

The success or otherwise of Infiniti in Europe should be judged in 2020, not on 2013's performance, according to Infiniti vice president Andy Palmer.

Nissan’s luxury arm has struggled to make an impression in Europe since it launched in 2008, where it has been hampered by limited engine options and incredibly strong competition from German premium marques.

When asked at the Detroit motor show if Infiniti had worked in Europe, Palmer said: “No, but it wasn’t expected to make a huge impression. We have satisfied customers, but were never expected to have huge volume until the Q50 and Q30 arrived.”

The Q50 launched late last year as Infiniti's answer to the BMW 3-series, while the Q30, a compact hatchback conceived to sit between the Audi A3 and Audi Q3 in positioning, is due in 2015. It will be designed and engineered specifically to European tastes, and will be built at Nissan’s Sunderland plant.

“Infiniti is a long-burn cycle,” said Palmer. “Judge us in 2020, not 2013. Globally, we’ve gone from 120,000 units a year to 172,000 units last year. We should get close to 200,000 units in our current financial year, and the brand is already very profitable.

“We’re expanding and growing in China. The engines were what was missing in Europe but we have access to them now [through a tie-up with Daimler].

“We’re also offering a different design philosophy to the Germans that won’t send you to sleep, and offering different drive characteristics and technologies such as fly-by-wire steering that also require getting used to.”

Read more Detroit motor show news.

Mark Tisshaw

mark-tisshaw-autocar
Title: Editor

Mark is a journalist with more than a decade of top-level experience in the automotive industry. He first joined Autocar in 2009, having previously worked in local newspapers. He has held several roles at Autocar, including news editor, deputy editor, digital editor and his current position of editor, one he has held since 2017.

From this position he oversees all of Autocar’s content across the print magazine, autocar.co.uk website, social media, video, and podcast channels, as well as our recent launch, Autocar Business. Mark regularly interviews the very top global executives in the automotive industry, telling their stories and holding them to account, meeting them at shows and events around the world.

Mark is a Car of the Year juror, a prestigious annual award that Autocar is one of the main sponsors of. He has made media appearances on the likes of the BBC, and contributed to titles including What Car?Move Electric and Pistonheads, and has written a column for The Sun.

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streaky 14 January 2014

We can judge the styling now.....

Yes, but we can judge the styling as it is now and none of Infiniti's models look attractive. The front grille (like Lexus's) is naff and the overall design language seems to hark back to old Austins of the 1950s (if anyone can remember them).
concinnity 14 January 2014

Let's hope Cadillac is taking

Let's hope Cadillac is taking notes on how to set up a brand for the long term.