The 80s was the decade when Japanese automobiles started becoming popular in North America. Japanese automotive companies experienced a boom in the U.S. during this time as more and more Americans learned to appreciate cars that are more compact and less expensive than their American-manufactured counterparts. Toyota, Honda, and Nissan thrived and were able to get a sizable share of the mid-level automotive market. They didn't stop at that though-Toyota, Honda, and Nissan also looked to grab a share of the premium segment. However, luxury vehicles didn't fit with the more mainstream image of the three brands. That led Toyota and Honda to develop the Lexus and Acura brands respectively. Nissan, on the other, hand, was preparing to launch Infiniti-the company's very own premium division.
Competition for U.S. and European Brands
Infiniti's original goal was to go toe-to-toe with U.S. and European automakers that lorded over the luxury car market. Infiniti aimed to accomplish that via the release of their first two models-the Infiniti Q45 and the Infiniti M30. These two led the charge for Nissan's premium brand. Although very different from each other, the Infiniti Q45 and the Infiniti M30 were designed to compete with popular luxury models such as the BMW 7, the Mercedes S-Class, and the Jaguar XJ.
Looking Towards The Future
After two decades, Infiniti has firmly established itself in the premium automobile market. Today, the brand has turned its attention towards the future. With recent innovations such as the hydraulic body motion control system and the back-up collision intervention system, automotive consumers can expect cutting-edge technology from Infiniti automobiles.