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FIRST DRIVE: Infiniti launches in UK
publication date: Oct 10, 2009
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author/source: Robin Roberts
 | | | The I s have it.
Be it the long established
Ikea furniture brand or the incoming Infiniti car range, there is a
clear view for their business models, even if the customers are not the
same.
Infiniti is launching into the UK now and it has identified
similar locations for its outlets to the one’s which have seen Ikea
opening over the last 30 years.
| Infiniti UK sales manager Angus Gray (right)
said, “When we looked at our business plans for the brand we identified
locations for dealerships which actually put us close to 67pc of the UK
population inside an hour’s drive. We aim to open 13 dealerships by
2014 and to be selling about 8,000 cars annually by then.”
He added,
“We also discovered our selection of sites corresponded with places
where Ikea had opened and while we will not appeal t the same buyers,
the principles behind both brands are similar in offering stylish and
unusual choices at surprising prices.” |  |
| There is another, less
obvious, similarity. The UK market for premium cars is similar to that
in Russia, where Infiniti has been very successful.
“In the three
years we have been selling in Russia we have built up to 8,000 sales a
year. Russians are very receptive to new brands and ideas and our
research leads us to believe the same is true of the UK population,” he
said.
He said that Infiniti UK never intends to be a big player with
huge sales but is specifically targeting the top 4pc of buyers and
offering them an unrivalled experience in car buying and ownership.
“We
will be giving them a buying experience with Infiniti which is more in
keeping with a premium product sch as Louis Vitton bag or a Four
Seasons Hotel or suchlike quality product. Everything will be tailored
to a customer’s desire for something different in terms of cars and
service relationship.”
| Infiniti’s first UK centre and its 35th
global location has just opened in Reading and is run by Rymco UK,
whose MD Paul Atkinson stressed it will grow with the brand.
“We
have a staff of 15 here now but our plan is to add people as we need
them. For instance, we have three salesmen and a manager here and a
small number of technicians but as the brand grows and more business
comes in we anticipate we will need more showroom and technical staff
to handle enquiries, preparation and servicing.” |  |
| As the only
dealership so far selling right hand drive Infiniti models, Reading has
already had some unusual customer enquiries, including a potential
buyer from Bermuda and another from Pakistan. “Those were surprises for
us but if you think of the potential right hand drive markets around
the world it’s understandable,” he added.
Most of the enquiries so
far have come over the internet and Reading is already compiling a
strong enquiry list and order bank which has been strengthened by its
comparative rarity and potentially strong residual value.
Because
Infiniti supply will be limited, Rymco is guaranteeing to buy-back
models from early customers to assure them of a no-fuss change over
into a newer version when they are ready, said Infiniti’s corporate and
pre-owned manager Emmanuel Bussière.
“We are launching the brand
with a very good pcp package through our own finance provider and this
combined with our service levels and support will be extremely
attractive to customers,” he said.
Raring to go in Reading
The
UK’s inaugural Infiniti showroom is testament to both the Japanese
brand’s ethos of “Inspired Performance” and also to the commitment of
Infiniti’s UK partner in taking every aspect of luxury car ownership to
a new and higher level.
Like 21 other Infiniti Centres throughout the rest of Europe, the Reading base turns the traditional car showroom on its head.
For
its location, architecture, facilities and hand-picked staff, the
Infiniti Centre Reading has more in common with a luxury goods store
than a car showroom.
Its welcoming ambience and comfortable
furnishings emulate the lobby of a boutique hotel – providing the
perfect introduction to the stress-free world of Infiniti ownership
known as Total Ownership Experience. There is a central lounge around
the vehicle display area and it’s all carefully screened from outside
view, with greater privacy available in glass fronted consultation
rooms adjacent to the lounge.
Infiniti Reading Centre is just 10
minutes from Junction 11 of the M4 and close to the corporate HQs of
some of the country’s biggest financial and technology firms and has
Jaguar, Land Rover and Audi for neighbours.
An open, airy feel,
sophisticated colours and natural materials provide a striking backdrop
for the cars. Interactive computers and high-definition flat screens go
hand in hand with bespoke leather furniture and specially commissioned
paintings.
To the rear of the complex there’s an eight-bay workshop
along with body centre and parts department. Plenty of parking and
opening hours – including 10am-4pm on Sundays and bank holidays – aim
to make life as easy as possible for customers.
The range at Reading
Saloon
and Coupé versions of the distinctive and potent G37 are joined by
Infiniti’s latest model for Europe, the G37 Convertible.
Seductive
looks, whether the electrically retractable hard-top is up or down, go
hand in hand with 155mph performance to make this one of the world’s
fastest four-seat convertibles. G37 prices start at £30,300.
V6-powered
and with the security of intelligent all-wheel drive, the EX is a
crossover with the style of a coupé, the practicality of an estate and
the driving appeal of a sports car. EX prices start at £35,200.
Everything
that Infiniti stands for comes together in the stunning form of the FX,
a full-size crossover priced from £42,600 and which effortlessly blends
luxury with high performance. In V8 flagship form, the FX50S has a
strong claim to be the sportiest, best-equipped and most advanced
crossover that its money (£53,800) can buy.
All Infinitis are
designed to be true drivers’ cars and display passion not just in their
individualistic designs but also in their tuneful engines and
confidence-inspiring handling. All feature the most efficient petrol
engine technology available and all have been honed to deliver in the
most demanding of European environments. Features such as
Scratch-shield paint and Around View Monitor are unavailable elsewhere
– at any price.
All Infinitis also come with customer service
unlike that of any other car. Total Ownership Experience is a bespoke,
customer-focused programme that makes owning an Infiniti an effortless
and rewarding experience.
Each Infiniti owner is assigned their own
Customer Account Manager who is their single point of contact
throughout their period of ownership. The account manager will, for
example, arrange servicing. Uniquely, Infiniti offers free collection
and delivery (within a 150-mile radius) of cars due a service,
guaranteeing that owners will never feel far from an Infiniti Centre –
and further ensuring owners suffer as little inconvenience as possible.
This is backed up by a mobility package comprising roadside and
touring assistance with Infiniti specialists on hand to make sure
owners are never left stranded – wherever they are, at whatever time.
And even if they are not driving their Infiniti.
Every new
Infiniti also comes with an peace-of-mind package with warranties
covering the vehicle (60,000 miles or three years), the body (12-year
anti-corrosion), and the paint (three years against defects). |
| FIRST IMPRESSIONS | | | | | For my brief introduction to the brand I chose the
anticipated best seller in Britain, the G37 S Saloon which has a 3.7V6
320ps engine and was equipped with the optional £1,500 seven-speed
automatic box which helped lift it to an on-road price of £38,600.
Among
its standard items are 4-wheel active steering, viscous limited slip
differential, self-healing paint and very sophisticated trim and in-car
entertainment system.
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| Over a short hour long route in moderately
heavy traffic I only managed to average 15mpg, about half that
anticipated but I sensed this is a car which would really enjoy a long
journey over mixed roads.
It cruised with utter composure on some long dual
carriageway and on tighter roads it responded well to throttle, gears,
steering and brakes. The 4-wheel steering imparted a distinctive
sharpness to the chassis.
I liked the multi-adjustable driving
position, the extremely comfortable wrap around seats and smooth ride
over some bumpy bits I managed to find.
It also has a good fascia layout but looking down the options list it is not cheap to add items.
The G37 S has a very composed and quiet nature and it seats four in comfort with a good sized boot behind. | | | | My other test car was the entry model to the top of
range FX series, the 37GT, essentially a crossover and with the same
powertrain as the G37 S Saloon to ease comparisons.This all-wheel-drive stylish five-seat takes the strain out of having
to select grip modes and does it all automatically, while the driver
relaxes in deep leather seats.
Access is very good, room excellent, and the ride is
tauter than the Saloon but not too hard. The seats help a lot in this
respect and the front pair have a wide adjustment range with a finely
variable column for the driver to utilise. |  | Although the refinement
of the FX37 GT was good, it could not completely muffle the abundant
road noise even if the suspension did a good job at absorbing most of
the bumps.
I really appreciated and admired the Around View
Monitor, which is linked to mirror and roof cameras to give views down
the sides and to front and back, which was just as well because the
high front wings and tail hide blindspots to the driver’s eyes. Shame
the AVM is £850, but it could save you more in repair bills or even a
child’s life.
The powertrain has given the FX37 GT good get up and
go ability, on a par with many sporting saloons let alone bigger
engined SUVs, and I managed to touch 20mpg on test, a smidgen below the
likely 23mpg average.
Like the Saloon, the FX37 GT has excellent
cabin layout and fittings and its showroom appeal is very strong while
its price is from £42,600 but cost £47,250 as tested.
Both Saloon and FX SUV are welcome additions to the UK market. And before you ask, they don’t come flat-packed. ©Robin Roberts |
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