Does it matter where a car is designed? Infiniti thinks so.
Nissan’s upmarket brand has recently opened a London design studio in Paddington, next door to its parent company’s European design headquarters. It will also be followed by similar establishments in Beijing and San Diego, all reporting in to the Japanese HQ.
It's all in the name of bolstering Infiniti’s design credentials as it aims to take a much bigger chunk out of sales currently enjoyed by the European premium brands.
According to Infiniti’s London design boss, Brit designer Simon Cox, the studio’s geography is important because the inner city environment is inspirational for its energy and multi-culturalism. Also because of the cars. "You go out there and see a Rolls, parked next to a Porsche and an Aston over the road. It’s amazing," he said.