The thing about alternative choices is that they’re only worth having if they don’t stray too far into left field; if they’re viable, basically.
A cosmonaut’s wristwatch with laser beams instead of hands and a casing made of recycled ex-Soviet missile parts might seem fascinating, but if it costs twice as much as the average automatic watch, needs six hours of direct sunlight a day to keep it working and isn’t actually very easy to read, the novelty value won’t last long.
It’s a truth that Japanese luxury car maker Infiniti knows only too well. The brand is more than 25 years old, but it has only had an official presence in Europe since 2008.
That Infiniti has yet to make more than the faintest impression here has much to do with its negligible brand awareness with the general public, a very small dealer network and a lack of the right kind of engines for the European market.
The little-known, equipment-rich, pricey, petrol V6-only Infiniti G37 saloon was the cosmonaut’s wristwatch of the compact executive saloon market in the past. Its replacement, however, looks much more sensible – and yet still like something fresh and different.